2026年中国便利店行业面临的机会和挑战报告

中国消费图景：共探变局中的新机遇The

MarketConsumer

inChina:TrendsandOpportunitiesforConvenience

Retailers王伶

LynnWangNIQ中国零售商客户成功团队负责人RetailCustomerSuccess

Lead,

NIQ

China1

消费者对目前财务状况的感知Consumerfinancialposition,sentimentyearoveryear(%respondents)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:

NIQ

consumeroutlook

guideto2026,July

2025

survey

datavs.

July

2024;Samplesize

=APAC6192/CN1100更好

Betteroff亚太

APAC35%

-1pts

vs.

24H2中国

CN41%

+7pts

vs.

24H2亚太消费者心态从谨慎保守向理性重构演变APACconsumerhasevolvedfromcautiousconservation

towards

rational

reorientation亚太

APAC29%

+2pts

vs.

24H2更差WorseOff中国

CN23%

-1pts

vs.

24H223亚太地区亚太APAC

中国

2理性主导2026消费基调APAC:

Rationalityconcernssettheintentionalspendingtonefor2026.中国数据来源：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:

NIQ

consumeroutlook

guideto2026,July

2025

survey

datavs.

July

2024;Samplesize

=APAC6192/CN1100步入“理性”与“情感”双轨消费新常态China:Steps

Intoa

NewConsumerNorm

BalancingRationalandEmotional

Needs21©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.1CN143093082098111113

下降Down272320141414209886上涨Up

持平FlatIncreasingfoodprices食品价格上涨Economicdownturn经济下行Globalconflict/crisis

国际冲突/危机Self/

Familywelfare/happiness

自身及家庭福利/幸福感Increasingutilitybills公用事业费用涨价Jobsecurity工作保障Globalwarming/climatechange全球变暖/环境问题Increasedhousingcosts住房成本上涨threatofvariants

流行病Abilitytoprovidebasicsforfamily保障家庭基本/生活能力Healththreats健康问题对比去年排名变化Ranking

changes

vs

Y24:

消费者主要关注事项（%受访者认可）Consumertopconcernsinthenext6months(%

respondents

who

agree)43%40%38%30%30%21%28%34%31%33%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-home

andappearancespendingweakensoffline

momentum;Wallet

intentionson

innerfulfillment

reinforcethe

shift

intoself-relevancevalueinChina

consumption

engine

消费者管理开支的主要策略Consumers'strategiestomanagespending

花费更少Spending

less

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:

NIQ

consumeroutlook

guideto2026,July

2025

survey

datavs.

July

2024;Samplesize

=APAC6192/CN1100亚太

APAC

中国CN©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.花费更多Spending

more

中国

CN出门吃饭聚餐Outofhomedining/eating餐饮外卖Fooddelivery/takeaways户外享乐Outofhomeentertainment服饰装扮Clothing/Apparel沙龙美容美发Salonbeauty/grooming亚太

APAC36%30%32%30%34%28%33%24%30%24%个人/子女教育Self-educationorforkids储蓄/投资Saving/

Investments医疗保健Healthcare假期国内游Holidays–domestictravel公用事业费用（水、电、燃气、电话网络费用等）Utilities(electricity/water)4“值得”成为中国消费的新质驱动力

：安全和质量奠基，健康便捷乘势，体验终成归途“Worth

lt”asthe

newChinaconsumption

power：driven

bysafety/quality,

health

and

convenientoriented,

enjoyment

experience

启示Implications创造生活方式和情感链接Create

connection

with

lifestyle

and

emotional

appeal

消费者购买日常快消品时考虑的主要因素Attributeswithwhichconsumerswillingtopaymore亚太APAC

中国

CN53%

64%+14%

,

vs

Y24

+25%

,

vs

Y24提升体验Enhance

experience亚太APAC

中国

CN健康

64%77%Health

+19%

,

vs

Y24

+20%

,

vs

Y24亚太APAC

中国

CN便捷Make

it

easier亚太APAC

中国

CN60%

74%+15%

,

vs

Y24

+17%

,

vs

Y24提供增值功效和附加价值的具象化沟通Communicate

clearly

what

is

the

benefits

and

added

value产品安全和质量保障

69%

81%Safety/

quality

assurances

+19%

,

vs

Y24

+26%

,

vs

Y24提供可验证的品质/沟通兑现可信度Provide

verifiable

quality

andcommunication

to

deliver

credibility©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.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:

NIQ

consumeroutlook

guideto2026,July

2025

survey

datavs.

July

2024;Samplesize

=APAC6192/CN110056新中国便利店渠道如何找到消费增量？DecodeNewConsumption

GrowthforChina

Convenience

Retailers便利店市场份额CVS

Value

Share对比线下其他渠道增长率差异GrowthRate

DifferenceCVS-RestOfoffl

ine

Market人口结构变迁下探索结构性机会中国便利店韧性增长，ChinaCVS

growth

stays

potentialfornext

growthConfidential

and

proprietary©2026

NielsenConsumer

LLC.All

Rights

Reserved.便利店ConvenientStore全球Global

+1%亚太APAC+2%快消品销售额同比增幅，滚动年25Q3FMCG

Val.Growth

MAT25Q3vs

YAwhiletheresilient，亚太便利店领跑整体线下快消品市场，主要受中国、韩国、泰国和越南推动;但分化态势凸显InAPACregion,

CVScontinueoutperformstherestof

offlineFMCGmarket(-1%

vs.

YA)drivenbyCN,KR,

THL

and

VN,butdivergencedeepensacrosscountries.数据来源：尼尔森IQ零售数据监测Source：

NIQ

retail

measurementevolvingpopulationstructuresets

the12840-4-80510

152025303540中国大陆CNmainland25年销售额增幅+2%FY25Valuegrowtvs.YA 近场消费仍有上探空间Proximityretailremains

potential印度ID

家庭户规模缩小smaller

households

中度老龄化阶段aging

population

生活节奏变快faster

life

pace泰国THL韩国KR马来西亚MY越南VN中国香港CN

HK新加坡SG菲律宾PHL中国台湾CNTW7便利消费需求正在重构Consumerdemandofconvenienceisevolving1.

地理便利

Location2.

省时

Time-saving

3.

休闲购

Leisureshopping4.

商品力

Assortment

5.

服务与体验

Experience贴近感：随想随到Instant

gratification:

want

now,

get

now多链路及时响应：触达及场景延申，高效解决方案Multilink

TimelyResponse,Reachandscenarioexpansion距离与时间便利：快进快出Quickin-and-out懂我：灵感补给及创新前哨Mylifestylefrontdoorw/

inspirationties功能选品：满足路上所需、

紧急补给Commodityshelf

thataddressingon-the-goandemergency

make-up

demand追新+悦己：传递生活方式的实质价值Lifestyleconnectionbyfuelingmeaningfulinnovationandemotionalresonance基础体验：环境明亮洁净，接待有礼Operationalexcellence:organizedretailspace

withbasicin-storeservice归属感：生活陪伴的空间Always-oncompanion创造停留时间：强化鲜食，融入生活节奏Lifestyledestination

withunifiedtouchpoints:Ready-to-eatfoodtoanchor

paceof

dailylife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”Chinaconveniencestore

reinvention:go

beyondgeographicandtimesavingavailability

,

shift

to

reliable

companionship

destinationthat

providespromptfulfillmentofworth-driven

needsandemotionalvalue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Source：

NIQ

Chinaconvenience

store

shoppertrend

report,

Y2025

vsY2020;

desk

research8Source:

NIQ

City

priority,

Linx,

Chinaconvenience

store拓张从“粗放”迈向“精耕”25年门店增速

+5%

vs

五年前

+12%Extensivetointensiveexpansion:

Y25

+5%

vs

+12%

5YA

便利店渠道开关店情况滚动年25年6月CVSstoreopening/closurechange,

MAT

2506

关店率

开店率

净开店率%%Store

opening

%Store

closure

%Net

opening头部城市Top10citiesEnhancestore-level腰部城市Top11~50cities尾部城市OthersStrategizemarketentry•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Citygroup

by

Descending

ranking

based

onthe

sum

of66

FMCG

category

sales,

MAT

June,

2025数据来源：尼尔森IQ城市优选，店铺优选，中国便利店渠道拓店仍是便利店核心增长手段Storeexpansion

remainsthe

nameofthegameoperatingquality&efficiency即时零售的崛起进一步扩大传统零售的多点触达RisingO2O

retailextends

reachfortraditional

retailers29%更多使用便利店外卖配送UseCVSfastdelivery

moreoften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:

NIQ

consumeroutlook

guideto2026,July

2025

survey

datavs.

July

2024;Samplesize

=APAC6192/CN110060%为更快送达支付溢价Pay

moreforfasterdelivery1/3便利店提供24小时

O2O营业服务CVSoffer24-hourO2OserviceN

Q

Confidential

and

proprietary

©

2026

Nielsen

Consumer

LLC.

All

Rights

Reserved.

9+24

pts

vs

Y2412.5-11.80.7%-11.6推动单店提质增效2.6%14.26.4%

》-10.116.5科学规划进入策略©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.数据来源：《饿了么X淘宝闪购X

NIQ2025即时零售全时段消费新场景趋势洞察》;案头研究Source:

《ELExTaobaoflashshoppingx

NIQ

2025

O2O

Insights

into

New

Consumption

Scenarios》;

Desk

research10时间蔓延Timeextension漫享下午茶时光

欧洲杯期间0-5点咖啡汉堡等美食订单量同比0-5AMcoffee&

burgerorders(YoYduring

UEFA

Euro）旅途补给Wellnessonthe

go+100%十一长假期间，从便利店送往酒店外卖量同比增速DeliveryfromCVSto

hotels

during

theNational

DayYoYgrowth40ernoon赛季狂欢SeasonsofCelebration+100%场景释放Scenarioexpansion深夜美食Late-Night

Bites+18%2024年十一假期零食饮料外卖同比Snacks&

BeveragesTakeawayDelivery

YoYgrowthY24

National

Day消费者在20点到4点间点外卖（25年1-4月）Consumersplacedtakeawayordersbetween8

PMand4AM

(Jan

-AprY25)当“即需即达”遇见“不打烊”，即时零售助推便利店释放全天候的多场景消费活力O2O

unlocksconvenienceretailers’abilityof24/7and

multi-scenarioconsumptionvitality到“随时消费”To“anytimeconsumption”动动手指，想就要，马上到全天候收割“即时欲购”Buynow,

Get

nowAlways-On从“近场消费”From“Proximityconsumption”买得到但要到店Accessiblebutlimitedin

store感性需求

Emotional

demands向健康需求与情绪共鸣深化转型，便利店成为情感

连接的复合空间Transformingintomulti-functionalspacesforemotionalconnection,focusingonhealthneedsandemotionalresonance.2

理性需求

Rational

demands场景需求的性价比解决方案；Value-for-money

solutionstailoredtospecificscenarios;Strategizeprivatelabeldevelopmenttacticstomeetdiversequality-for-value自有品牌开发因类施策，满足质价比选择1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:

NIQ

retail

measurement

data;

Perstore

performance

ofthose

categories

contributing

accumulated

top

85%value

importance

inChinaconvenience

store

channel,

data

update

to

MAT

Sept,

2025产品策略革新ReshapeAssortmentStrategy11品类驱动中国便利店单店销售额上涨Categoriesdrive

CVSper

storegrowthin

China匹配消费者的情感与理性的核心需求

，建立价值观共鸣Reframevaluepropositionsby

balancingcoreemotional

and

rational

needs58%©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.+345.6%威士忌小酒版(单瓶5CL)MinisizewhiskeyCVSshopperclaimedspend

moreDIY混饮基底销售热度高涨Theriseof

DIY

mixed

drinks进化至更高频场景Evolvingtohigherfrequencyscenarios手撕奶酪Shreddedsnackcheese+75.3%速食料理：创意组合+吃播+沉浸体验Ready-to-eatcreations:interestingmixes+

Mukbang+

immersiveexperiences冰杯Ice-cup便利店冰杯消费者42%

买更多杯装火鸡面Instantturkeynoodles+100.7%小瓶装红酒(单瓶≤200ml)Smallsize

wine+153.6%一次性酒杯装葡萄酒Winewithdisposableglass©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.数据来源：尼尔森IQ零售数据监测，中国便利店，数据周期：滚动年25年9月;Source:

NIQ

retail

measurement

data,

Chinaconvenience

store

data

updateto

MAT

Sept2025健康随手买

Buy

health

anytime高纤维High

fiber

超级食品Superfood羽衣甘蓝果汁/酸奶Kalejuice/yogurt+217.3%优选接受度高的成分Prioritize

healthingredientswith

highacceptance提供日常轻补的健康方案Providedailylightsupplementationsolutions电解质运动饮料Electrolytesports

drinks+14.1%维C/维B功能饮料Vitaminfunctionaldrink+813.4%液体沙拉Liquid

salad+63.8%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ShapingCVSasthe

new“functional+

emotional”

proximity

destinationfueling

by

health,

enjoyment

to

identity

resonance 中国便利店单店销售额增幅ChinaCVSperstoresalesYOYgrowth即时小满足

Delight

Now新风味new

flavor

新造型new

style茶味啤酒Tea

beer+151.5%链接猎奇与惊喜的创新Innovationsthatsparkcuriosityandexploration生活方式的仪式感Lifestyle-drivenritualexperience互动寻共鸣特殊造型

冰淇淋鸡腿/椰子/榴莲specialstyle

ice-cream+42.3%经济性+易得性+个性化+社交性Economic,accessible,personalizedandsociallyengagedIdentityresonance13以性价比响应场景化需求

，撬动多品类增量空间Providevalue-for-qualityoptions

respondingtoemergingscenario-basedconsumptions中国便利店单店销售表现ChinaCVSperstoresalesperformance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25年9月;

Source:

NIQ

consumeroutlook

guideto2026,July

2025

survey

data;

NIQ

retail

measurement

data,

China

convenience

store

data

update

to

MAT

Sept

2025©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.微醺场景促畅饮装酒饮增长Slightlytipsyenjoymentacceleratesthegrowthoflarge-packalcohol未来一年在酒饮花费更多willspendmoreonalcohol25%

+9pts受访者认同比例agreedrespondent%畅饮装啤酒(≥900ml）Large-pack

beer+48%

+20.6%sku

value佐酒品类联动增长Seeinggrowth

inthefoodcategoriestoaccompanyalcohol经济型调味素零食（PI<100)Economicseasoningsnacks购买更大包装以获得更划算的单价largerpack

sizefor

better

price20%

+2pts受访者认同比例agreed%大包装畅饮款，

打造性价比Large-packstrengthenvalue-for-moneyperception畅饮装无糖茶(≥900ml）Large-packsugar-freetea日常水替Healthydrinksplayed

aswateralternative微醺时刻Slightly

tipsy

enjoyment高频水替需求驱动养生饮料扩容Healthybeveragesboomingdrivenbyincreasingdemandonwateralternatives无糖饮料及养生水Sugar-free&Chinesenew

style

healthy

RTD

beverage86价格指数vs

品类总体PIvscategorytotal5X增幅vs

品类总体Growth

ratevscategory+48%Itemcountgrowth+12.6%Itemcountgrowth+13%Itemcountgrowth+13.6%Valuegrowth+20.6%Valuegrowth+7.5%Valuegrowth“低价吸引”叠加“价值认同”，成长逻辑需因类施策Value-drivenchoicesatafairpricerequiredsystematicstrategy夯实品质基础，提供平价好物OfferValue-for-moneybydeliveringtrustedqualityoncorefunction

严选牧场high-standard

past

天然奶香natural

flavor

冷链保鲜prevention

byenhanced

logistics瞄准重点品类升级方向，满足高质需求Offerquality-for-moneybyaddressingadvancedbenefits自有品牌价格指数

横县茉莉Hengxian

jasmine

新会陈皮Xinhui

tangerine

蒲城薏米Pucheng

coix

seed自有品牌以性价比筑基，

围绕消费者“质价两全”期待进阶，打造差异化优势Nurturingdifferentiatedvalueofprivatelabel

by

balancingquality

and

cost-effectiveness自有品牌渗透率及质价比期待提升Privatelabelfuelbyimprovingpenetration

andvalue

perception

中国便利店渗透率：过去一年曾经购买%ChinaCVSshopperspurchaseprivatelabel

%

in

P12M202583%

中国便利店购物者选择自有品牌前3驱动因素TOP3triggersforChinaCVSshopperspurchasingprivatelabel49%(+2%vsY24）比品牌商品更实惠Lowercostthanbranded

productsPrivate

brand

price

index60品类总体category

avg.无糖茶饮料RTD

TeaNo

Sugar数据来源：尼尔森IQ2025中国便利店购物者趋势报告；尼尔森IQ零售数据监测，中国便利店，数据周期：滚动年25年9月;Source:

NIQ

2025

Chinaconvenience

store

shoppertrend

report;

NIQ

retail

measurement

data,

Chinaconvenience

store

data

update

to

MAT

Sept

2025©2026

Nielsen

Consumer

LLC.All

Rights

Reserved.1430%(+12%vsY24）202471%40%(+14%vsY24）Value-for-moneyBetterquality更物有所值更好的质量自有品牌价格指数Private

brand

price

index53品类总体category

avg.》》》》》》低温鲜奶Fresh

milk经常查看营养标签Frequentlychecknutritionlabels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-Eat

buildreassuringconnections,offeradvanced

health

propositionwith

nutritional

benefitemphasis

isthe

key

中国便利店购买鲜食的考虑因素%Mostimportantshoppingpreferenceforready-to-eatfood–CNCVSshopperrespondents%15经常控制热量摄入Regularlycontrolcalorieintake提供优质蛋白和复合碳水搭配，以适配国民体重管理需求Offer

high-quality

proteinandcomplexcarbohydratestoaddressgrowingweight-managementdemands43%确保摄入足够蔬菜和纤维Ensuregetenoughvegetables/fiber31%42%提供清晰成分与营养