36Kr Research Institute | Studie über die chinesische Pizza-Branche und Konsumtrends 2025

As the Chinese pizza industry enters the upgrade stage from a "supplementary category of Western fast food" to "localized innovative consumption," a product revolution centered around "scenarization and healthization" is reshaping the industry landscape. Over the past three decades, traditional pizza brands have maintained a dominant position in the competition, relying on mature supply chains, a stable customer base, and wide market recognition. In recent years, they have evolved in the direction of "freshly made crusts, innovative use of local ingredients, and extension of healthy light - food product lines" to precisely meet new consumer demands such as "single - person light meals," "social sharing," and "healthy eating." This comprehensive renewal from concept to product marks the real arrival of the "era of Chinese - style pizza consumption."

The market scale of the Chinese pizza industry continues to grow

Thanks to the expansion of sales channels and the deepening of public awareness, the market scale of the Chinese pizza industry reached 48 billion yuan in 2024. According to Frost & Sullivan's prediction, the pizza market scale will reach 77.1 billion yuan in 2027, with a compound annual growth rate of 15.5% from 2022 to 2027.

From gatherings to solitude, pizza meets your social, leisure, and energy - replenishing needs

With a wide range of flavors and easy - to - share features, pizza naturally has a social attribute and serves as a bridge for relationship building. Family gatherings (45.5%) and family dinners (43.6%) are the two main scenarios for pizza consumption, indicating that pizza is a taste symbol for families to share warmth and friends to spread joy. Closely following are scenarios such as home entertainment and having a snack during overtime/study (42.1%), which shows that pizza can not only fit into relaxing leisure moments but also meet the need for convenient replenishment in a fast - paced life. It fits the diverse and ever - changing life rhythms of contemporary people and becomes a "life companion" for multiple scenarios such as socializing, leisure, and energy replenishment.

With the dual support of trust and convenience, Pizza Hut ranks first in pizza consumption

In terms of brands, Pizza Hut has become "the first pizza in most people's lives." As the earliest pizza brand to enter the Chinese market, Pizza Hut has firmly captured the top of consumers' minds through early market enlightenment, long - term brand operation, and stable food quality, and has received unanimous praise from 51.3% of consumers.

Consumption is becoming content - driven, and pizza is evolving from a filling food to a carrier of emotional value

Pizza is gradually evolving from a simple food to a carrier of emotional value, showing an obvious trend of content - driven consumption. As the main force of consumption, Generation Z is either attracted by the exquisite peripherals of co - branded pizzas, or expects the emotional value of limited - edition pizzas, or out of curiosity, has a much higher expectation for IP co - branded pizzas than other generations, which promotes the extension of the connotation boundary of pizza from food to cultural and trendy content carriers. While satisfying the taste buds, pizza uses co - branded content to convey emotions and connect with audiences in the same circle, making pizza consumption deeply embedded in the content ecosystem and entering a new stage of integration of cultural content and social experience from material enjoyment.

The key research questions in this report are as follows:      

     What is the development process of the Chinese pizza industry? What is its current development status?

     What impact has digitalization brought to the Chinese pizza industry?

     What is the user profile of pizza consumers? What are the characteristics of their consumption behavior?

     What are the future development trends of the Chinese pizza industry?

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