2026年中国便利店行业面临的机会和挑战报告-尼尔森IQ

ConfidentialConfidentialandproprietary©2026NielsenConsumerLLCAllRightsReserved.NIQ中国零售商客户成功团队负责人RetailCustomerSuccessLead,NIQChina1亚太消费者心态从谨慎保守向理性重构演变APACconsumerhasevolvedfromcautiousconservation亚太消费者心态从谨慎保守向理性重构演变APACconsumerhasevolvedfromcautiousconservationtowardsrationalreorientation消费者对目前财务状况的感知Consumerfinancialposition,seWorseOffWorseOff-1ptsvs.24H22数据来源：尼尔森2数据来源：尼尔森IQ2026年中国消费者展望，调研时间：2025年7月对比2024年7月;样本量=亚太6192/中国1100Source:NIQconsumeroutlookguideto2026,July2025surveydatavs.July2024;Samplesize=APAC6192/CN1100©2026NielsenConsumerLLCAllRightsReserved消费者主要关注事项（%受访者认可）Globalwarming/climatechange全球变暖/环Abilitytoprovidebasicsforfamily保障家庭基本/生活能力9898下降Down9886上涨Up●持平Flat亚太APAC中国11221122对比去年排名变化RankingchangesvsY24:理性主导2026消费基调步入“理性”与“情感”双轨消费新常态33©2026NielsenConsumerLLC.All©2026NielsenConsumerLLC.AllRightsReserved.Source:NIQconsumeroutlookguideto2026,July2025surveydatavs.July2024;Samplesize=APAC6192/CN1100外在需求减少使线下消费动能不足；教育/健康/居家支出提升映射中国消费驱动力转向自我价值的认同Decliningout-of-homeandappearancespendingweakensofflinemomentum;Walletintentionsoninnerfulfillmentreinforcetheshiftintoself-relevancevalueinChinaconsumptionengine消费者管理开支的主要策略花费更少Spendingless33%33%OutofhomeentertaSalonbeauty/groo花费更多花费更多SpendingmoreSelf-educationorforkSelf-educationorfork31%31%数据来源：尼尔森IQ2026年中国消费者展望，调研时间：2025年7月对比2024年7月;样本量=亚太6192/中国11004©2026NielsenConsumerLLC.AllRightsReserved.4Source:NIQconsumeroutlookguideto2026,July2025surveydatavs.July2024;Samplesize=APAC6192/CN1100“WorthIt”asthenewChinaconsumptionpower：drivenbysafety/quality,healthandconvenientoriented,enjoymentexperience启示消费者购买日常快消品时考虑的主要因素启示Attributeswithwhichconsumerswi亚太数据来源：尼尔森IQ2026年中国消费者展望，调研时间：2025年7月对比2024年7月;样本量=亚太6192/中国11005©2026NielsenConsumerLLC.AllRightsReserved.5Source:NIQconsumeroutlookguideto2026,July2025surveydatavs.July2024;Samplesize=APAC6192/CN110020262026NielsenConsumerLLCAllRightsReserved6对比线下其他渠道增长率差异GrowthRateDifferenceCVS-RestOfofflineMarketChinaCVSgrowth对比线下其他渠道增长率差异GrowthRateDifferenceCVS-RestOfofflineMarketChinaCVSgrowthstaysresilient，whiletheevolvingpopulationstructuresetsthepotentialfornextgrowth25年销售额增幅+2%近场消费仍有上探空间8家庭户规模缩小smallerhouseholds中度老龄化阶段agingpopulation生活节奏变快fasterlifepace400新加坡新加坡SGInAPACregion,butdivergencedeepensacross便利店市场份额CVSValueShare数据来源：尼尔森IQ零售数据监测7Confidentialandproprietary©2026NielsenConsumerLLC.AllRightsReserved.7Source：NIQretailmeasurement便利店重构护城河需触达需求本质，“近和快”为本，迈向“需求和情绪即时满足的可靠陪伴”Chinaconveniencestorereinvention:gobeyondgeographicandtimesavingavailability,shifttoreliablecompanionshipdestinationthatprovidespromptfulfillmentofworth-drivenneedsandemotionalvalueReachandscenarioexpaReachandscenarioexpaMylifestylefrontdoorw/inspirationtiesCommodityshelfthataddressingon-the-goandemergencymake-updemandOperationalexcellenc便利消费需求正在重构Ready-to-eatfoodtoanchorpaceofdailylifeLifestyleconnectionbyfuelingmeaningfulinno数据来源：尼尔森IQ中国便利店购物者趋势报告，2025年对比2020年;案头整理8Source：NIQChinaconveniencestoreshoppertrendreport,Y2025vsY2020;deskresearch8拓店仍是便利店核心增长手段Storeexpansionremainsthename拓店仍是便利店核心增长手段StoreexpansionremainsthenameofthegameRisingO2Oretailextendsreachfortraditionalretailers便利店提供24小时O2O营业服务为更快送达支付溢价便利店提供24小时O2O营业服务为更快送达支付溢价更多使用便利店外卖配送数据来源：尼尔森IQ2026年中国消费者展望，调研时间：2025年7月对比2024年7月;？样本量=亚太6192/中国1100•城市排名基于滚动年至25年6月快消品66个品类加总的销售额CitygroupbyDescendingrankingbasedonthesumof66FMCGcategorysales,MATJune,2025数据来源：尼尔森IQ城市优选，店铺优选，中国便利店渠道Source:NIQCitypriority,Linx,Chinaconveniencestore便利店渠道开关店情况滚动年25年6月关店率开店率净开店率%%StoreopeningTop11~50cities推动单店提质增效operatingquality&ef6.4%》科学规划进入策略%Storeclosure%NetopeningSource:NIQconsumeroutlookguideto2026,July2025surveydatavs.July2024;Samplesize=APAC6192/CN1100NQConfidentialandproprietary©2026NielsenConsumerLLC.AllRightsReserved.9当“即需即达”遇见“不打烊”，即时零售助推便利O2Ounlocksconvenienceretailers’abilityof24/7andmulti-scenarioconsumptionvitality到到“随时消费”To“anytimeconsumption”全天候收割“即时欲购”从“近场消费”From“Proximityconsumption”漫享下午茶时光Snacks&BeveragesTakeawayDeliveryYoYgrowthY24NationalDayLate-NightBitesConsumersplacedtakeawayordersbetween8PMand4AM(Jan-AprY25)SeasonsofCelebration0-5AMcoffee&burgerorders(YoYduringUEFAEuro）WellnessonthegoDeliveryfromCVStohotelsduringtheNationalDayYoYgrowth©2026NielsenConsumer©2026NielsenConsumerLLC.AllRightsReserved.Source:《ELExTaobaoflashshoppingxNIQ2025O2OInsightsintoNewConsumptionScenarios》;DeskresearchReframevaluepropositionsbybalancingcoreemotionalandrationalneeds-for-moneysolutionstailoredtospecificscenarios;向健康需求与情绪共鸣深化转型，便利店成为情感数据来源：尼尔森IQ零售核数；依据中国便利店销售额重要性累计85%的快消品类的单店销售表现，更新至滚动年25年9月Source:NIQretailmeasurementdata;Perstoreperformanceofthosecategoriescontributingaccumulatedtop85%valueimportanceinChinaconveniencestorechannel,dataupdatetoMATSept,2025©2026NielsenConsumerLLC.AllRightsReserved.从健康安心延伸至情绪共鸣，便利店跃迁为“功能+情感”即时释放的邻里载体ShapingCVSasthenew“functional+emotional”proximitydestinationfuelingbyhealth,enjoymenttoidentityresonance互动寻共鸣互动寻共鸣新风味newflavor茶味啤酒Teabeer+151.5%新造型newstyle特殊造型冰淇淋鸡腿/椰子/榴莲specialstyleice-cream+42.3%链接猎奇与惊喜的创新生活方式的仪式感一次性酒杯装Winewithdisposableglass+153.6%小瓶装红酒(单瓶≤200ml)Smallsizewine经济性+易得性+个性化+社交性 Economic,accessible,pers威士忌小瓶装红酒(单瓶≤200ml)Smallsizewine经济性+易得性+个性化+社交性 Economic,accessible,pers威士忌小酒版Minisizewhiskey+345.6%CVSshopperclaimedspendmore冰杯Ice-cup便利店冰杯消费者42%买更多DIY混饮基底销售热度高涨进化至更高频场景手撕奶酪Shreddedsnackcheese+75.3%杯装火鸡面Instantturkeynoodles+100.7%速食料理：创意组合+吃播+沉浸体验Ready-to-eatcreations:健康随手买Buyhealthanytime高纤维Highfiber超级食品Superfood羽衣甘蓝Kalejuice/yogurt+217.3%优选接受度高的成分提供日常轻补的健康方案维C/维BVitaminfunctionaldrink+813.4%电解质运动饮料Electrolytesportsdrinks+14.1%液体沙拉Liquidsalad+63.8%©2026©2026NielsenConsumerLLC.AllRightsReserved.Source:NIQretailmeasurementdata,ChinaconveniencestoredataupdatetoMATSept2025HealthydrinksplayedaswateralternativeSlightlyHealthydrinksplayedaswateralternativeSlightlytipsyenjoymentProvidevalue-for-qualityoptionsrespondingtoemergingscenario-basedconsumptions中国便利店单店销售表现ChinaCVSperHealthybeveragesboomingdrivenbyincreasingdemandSlightlytipsyenjoymentacceleratesthegrowthoflarge-pac未来一年在酒饮花费更多willspendmor无糖饮料及养生水Providevalue-for-qualityoptionsrespondingtoemergingscenario-basedconsumptions中国便利店单店销售表现ChinaCVSperHealthybeveragesboomingdrivenbyincreasingdemandSlightlytipsyenjoymentacceleratesthegrowthoflarge-pac未来一年在酒饮花费更多willspendmor无糖饮料及养生水ValuegrowthItemcountgrowth购买更大包装以获得更划算的单价畅饮装啤酒(≥900ml）Large-valueskuLarge-packstrengthenvalue-for-monSeeinggrowthinthefoodcateg经济型调味素零食（PI<100)Economicseas畅饮装无糖茶(≥900ml）Large-packsugar-freeteaValuegrowthValuegrowthItemcountgrowthItemcountgrowth数据来源：尼尔森IQ2026年中国消费者展望，调研时间：2025年7月；尼尔森IQ零售数据监测，中国便利店，数据周期：滚动年25Source:NIQconsumeroutlookguideto2026,July2025surveydata;NIQretailmeasurementdata,ChinaconveniencestoredataupdatetoMATSept2025©2026NielsenConsumerLLC.AllRightsReserved.自有品牌渗透率及质价比期待提升中国便利店渗透率：过去一年曾经购买%中国便利店购物者选择自有品牌前自有品牌渗透率及质价比期待提升中国便利店渗透率：过去一年曾经购买%中国便利店购物者选择自有品牌前3驱动因素Nurturingdifferentiatedvalueofprivatelabelbybalancingqualityandcost-effectiveness“低价吸引”叠加“价值认同”，成长逻辑“低价吸引”叠加“价值认同”，成长逻辑需因类施策Value-drivenchoicesatafairprice严选牧场high-standardpast天然奶香naturalflavor冷链保鲜preventionbyenhancedlogistics横县茉莉Hengxianjasmine新会陈皮Xinhuitangerine蒲城薏米Puchengcoixseed夯实品质基础，提供平价好物OfferValue-for-moneybydeliveringtrusPrivatebrandpriceindex品类总体categoryavg.Privatebrandpriceindex瞄准重点品类升级方向，满足高质需求Offerquality-for-moneybya品类总体categoryavg.©2026©2026NielsenConsumerLLC.AllRightsReserved.14Source:NIQ2025Chinaconveniencestoreshoppertrendreport;NIQretailmeasurementdata,ChinaconveniencestoredataupdatetoMATSept2025©2025©2025NielsenConsumerLLCAllRightsReserved鲜食：围绕健康进化，成分信任切身可知，强化兜底安心感Ready-To-Eatbuildreassuringconnections,offeradvancedhealthpropositionwithnutritionalbenefitemphasisisthekey中国便利店购买鲜食的考虑因素%MostimportantshoppingpreferenceforreaEnsureg