2025年饼干膨化零食电商消费趋势.pdf

经营使命以数为据，不让企业走弯路核心价值观尊重专业，凡是彻底企业精神对标找差距，复盘取机会知行合一集团经营理念客户的生意就是知行人的命DATASPECIALITYREVIEWBENCHMARKING2025年饼干膨化零食电商消费趋势知行合一数智中心饼干膨化食品饼干膨化食品是以谷类、薯类、豆类、蔬菜类等为主要原料，采用膨化工艺制成的口感酥脆、疏松的休闲食品。饼干膨化食品凭借其独特的口感、丰富的风味以及方便的食用方式，成为了休闲食品市场中的重要品类。饼干膨化1、膨化食品2、夹心饼干3、曲奇饼干4、塑性饼干5、薄脆饼干饼干膨化食品重点品类电商平台：抖音强势增长，淘宝京东份额缩水抖音平台强势增长，份额由2022年的22.2%提升至2024年的42.8%，与淘系持平。饼干膨化电商整体增速仍然不错，2024年增长10.9%。数据来源：知行数据库，2022年-2024年78.26亿63.94亿60.54亿22.30亿16.88亿20.28亿28.62亿46.50亿60.39亿0.00亿20.00亿40.00亿60.00亿80.00亿100.00亿120.00亿140.00亿160.00亿2022年2023年2024年饼干膨化-近3年电商销售额天猫京东抖音60.6%50.2%42.9%17.3%13.3%14.4%22.2%36.5%42.8%0%10%20%30%40%50%60%70%80%90%100%2022年2023年2024年饼干膨化-近3年电商平台份额占比天猫京东抖音膨化食品,-10.8%酥性饼干,16.3%夹心饼干,-5.8%曲奇饼干,-6.7%薄脆饼干,-4.6%喜饼喜蛋,-14.8%威化饼干,-3.1%苏打饼干,35.5%消化饼干,45.0%蛋卷饼干,-25.8%韧性饼干,-18.2%压缩饼干,74.3%其他饼干,-40.1%发酵饼干,83.4%燕麦巧克力,-42.7%蛋圆饼干,7.9%-80.0%-60.0%-40.0%-20.0%0.0%20.0%40.0%60.0%80.0%100.0%120.0%-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿淘宝-细分品类机会四象限淘宝：各品类机会和增长点数据维度：销售额&增长率|2024年，同比三级品类2024销售额增长率膨化食品25.50亿-10.8%酥性饼干5.74亿16.3%夹心饼干5.62亿-5.8%曲奇饼干5.31亿-6.7%薄脆饼干3.68亿-4.6%喜饼喜蛋2.96亿-14.8%威化饼干2.94亿-3.1%苏打饼干2.52亿35.5%消化饼干1.57亿45.0%蛋卷饼干1.50亿-25.8%韧性饼干1.44亿-18.2%压缩饼干0.90亿74.3%其他饼干0.49亿-40.1%发酵饼干0.22亿83.4%燕麦巧克力0.07亿-42.7%蛋圆饼干0.06亿7.9%饼干膨化近一年淘宝渠道整体下滑5.3%，多半品类呈现下滑趋势，膨化食品体量最大；高增速的品类主要关注酥性饼干、苏打饼干、消化饼干、压缩饼干，体量较小的发酵饼干也有83.4%的增长。明星增长品类放缓曲奇饼干,-1.6%威化饼干,158.8%膨化食品,0.8%夹心饼干,-21.1%蛋卷饼干,56.6%薄脆饼干,110.8%其他饼干,-19.5%压缩饼干,247.3%蛋圆饼干,-90.7%消化饼干,-66.1%-200.0%-100.0%0.0%100.0%200.0%300.0%400.0%-2.00亿0.00亿2.00亿4.00亿6.00亿8.00亿10.00亿12.00亿京东-细分品类机会四象限京东：各品类机会和增长点三级品类2024销售额增长率曲奇饼干9.32亿-1.6%威化饼干5.31亿158.8%膨化食品4.20亿0.8%夹心饼干0.52亿-21.1%蛋卷饼干0.41亿56.6%薄脆饼干0.15亿110.8%其他饼干0.12亿-19.5%酥性饼干0.09亿991.1%韧性饼干0.08亿331921.0%苏打饼干0.06亿9548.6%压缩饼干0.01亿247.3%蛋圆饼干0.00亿-90.7%消化饼干0.00亿-66.1%饼干膨化近一年京东渠道整体下滑20.1%，多半品类呈现增长趋势，曲奇饼干体量最大；高增速的品类主要关注威化饼干，全年实现158.8%的高增长，体量较小的可关注薄脆饼干盒蛋卷饼干。明星增长品类放缓数据维度：销售额&增长率|2024年，同比其他脆片,-2.3%酥性饼干,27.1%薯片/薯条,66.8%曲奇饼干,76.9%薄脆饼干,16.9%夹心饼干,26.9%蛋卷饼干,10.3%威化饼干,16.8%锅巴,5.6%压缩饼干,293.2%干脆面,86.0%苏打饼干,53.4%韧性饼干,0.8%馍片馍丁,345.6%营养（消化）饼干,-8.8%米饼,-11.1%爆米花,15.3%发酵饼干,53.2%燕麦巧克力饼干,58.7%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%350.0%400.0%450.0%-2.00亿-1.00亿0.00亿1.00亿2.00亿3.00亿4.00亿5.00亿6.00亿7.00亿8.00亿9.00亿10.00亿抖音-细分品类机会四象限抖音：各品类机会和增长点三级品类2024销售额增长率其他脆片7.80亿-2.3%酥性饼干7.17亿27.1%薯片/薯条5.66亿66.8%曲奇饼干5.34亿76.9%薄脆饼干5.32亿16.9%夹心饼干4.37亿26.9%蛋卷饼干4.12亿10.3%威化饼干3.53亿16.8%锅巴3.42亿5.6%压缩饼干2.85亿293.2%干脆面2.75亿86.0%苏打饼干1.79亿53.4%韧性饼干1.57亿0.8%馍片馍丁1.28亿345.6%营养（消化）饼干1.01亿-8.8%米饼1.01亿-11.1%爆米花0.59亿15.3%发酵饼干0.40亿53.2%燕麦巧克力饼干0.29亿58.7%蛋圆饼干0.11亿270.7%蛋糕干0.01亿-80.6%明星增长品类饼干膨化近一年抖音渠道整体增长29.9%，多半品类呈现增长趋势，其他脆片和酥性饼干体量最大；高增速的品类主要关注薯片和曲奇饼干，体量较小的膜片馍丁、压缩饼干和干脆面也是不错的选择。数据维度：销售额&增长率|2024年，同比排名品牌名2024年销售额增速1乐事 Lays3.60亿-13.9%2奥利奥2.48亿-7.4%3旺旺 Wantwant1.95亿-11.5%4三只松鼠1.73亿4.3%5良品铺子1.73亿-35.9%6比比赞1.59亿-21.7%7脆升升1.09亿-0.5%8格力高 Glico1.04亿59.7%9百草味 Be&cheery1.00亿-47.8%10趣多多 Chips ahoy0.89亿-6.0%11茶颜悦色0.83亿504.0%12雀巢 Nestle0.80亿7.8%13盼盼 Panpan0.78亿57.2%14上好佳 Oishi0.73亿9.7%15米多奇 Miduoqi0.71亿44.1%16江中食疗0.70亿21.9%17GEMEZ0.70亿-16.2%18皇冠丹麦 Danisa0.66亿-8.8%19丽芝士 Richeese0.66亿2.6%20爱尚0.55亿14.6%21法丽兹 Franzzi0.54亿18.7%22爱哆哆0.49亿-1.7%23好丽友 Orion0.46亿-5.9%24太平0.45亿6.0%25好吃点0.38亿0.7%26和情 Lotus0.38亿-9.9%27AJI0.36亿0.9%28喜福来0.35亿-31.8%29百醇 Pejoy0.32亿-35.1%30嘉士利0.30亿-12.9%排名品牌名2024年销售额增速1乐事 Lays1.66亿35.7%2Members Mark1.28亿13.7%3奥利奥1.06亿63.0%4山姆会员店 Sams club0.86亿110.7%5旺旺 Wantwant0.78亿75.5%6比比赞0.75亿82.0%7江中食疗0.75亿20.6%8皇冠丹麦 Danisa0.67亿25.1%9雀巢 Nestle0.58亿33.7%10良品铺子0.43亿43.3%11法丽兹 Franzzi0.39亿15.5%12蓝罐 Kjeldsens0.38亿22.8%13趣多多 Chips ahoy0.36亿39.1%14美心 Mexin0.32亿-2.7%15三只松鼠 Three Squirrels0.25亿42.1%16葡记0.25亿-18.1%17GEMEZ0.23亿21.6%18嘉顿 Garden0.22亿76.1%19太平0.22亿70.4%20元朗0.21亿22.7%21格力高 Glico0.21亿-1.5%22好丽友 Orion0.19亿-12.6%23好吃点0.19亿45.8%24米多奇 Miduoqi0.19亿61.7%25嘉士利0.18亿-9.7%26和情 Lotus0.17亿25.6%27脆升升0.17亿39.8%28隽颜堂0.16亿-29徐福记 Hsu-fu-chi0.14亿-7.8%30丽芝士 Richeese0.13亿67.5%排名品牌名2024年销售额增速1脆升升2.03亿295.4%2江中食疗2.02亿88.0%3Lays/乐事1.96亿103.7%4Oreo/奥利奥1.29亿164.1%5WANT-WANT/旺旺1.26亿115.9%6三太子1.23亿1317.0%7MIDUOQI/米多奇1.15亿98.7%8葡记0.96亿19636.4%99000.90亿360.8%10Coosigar/卡仕伽0.79亿-27.0%11甄磨坊0.79亿95.4%12DANISA/皇冠0.72亿45.5%13茶颜悦色0.65亿188.0%14XIAOSHUAICAI/小帅才0.63亿22.1%15BIBIZAN/比比赞0.57亿51.3%16BEBA/雀巢0.53亿98.0%17四00三工厂0.52亿324.8%18卧龙0.52亿198.5%19SHIFU/什夫0.50亿114.8%20Disney/迪士尼0.46亿39.1%21天承0.46亿-22chuji/初吉0.45亿-37.8%23刺猬阿甘0.42亿-13.2%24BENBENDOG/笨笨狗0.42亿248.8%25BE&CHEERY/百草味0.41亿-38.8%26Franzzi/法丽兹0.41亿154.8%27HONGGULIN/红谷林0.41亿31.0%28TASTE LAB/食验室0.39亿-7.4%29宏途0.39亿37.4%30淘米熊0.39亿1.4%饼干膨化大品类品牌排名膨化食品品牌排名排名品牌名2024年销售额增速1乐事 Lays36021.1万-13.9%2旺旺 Wantwant19140.7万-12.1%3三只松鼠 Three Squirrels15905万4.7%4良品铺子11530.2万-39.8%5脆升升10882.8万-0.5%6百草味 Be&cheery9473.4万-43.8%7茶颜悦色 Modern China Tea Shop7662.3万455.9%8上好佳 Oishi7280万9.7%9GEMEZ6979.4万-16.2%10爱尚5482.2万14.6%11比比赞5424.8万-32.0%12好丽友 Orion4592.7万-5.9%13盼盼 Panpan4592万60.4%14米多奇 Miduoqi3445.7万120.5%15噜咪啦2843.6万-16食验室 Taste Lab2741.2万22.3%17喵馋师1996.8万-23.4%18滇二娃1914.6万-14.0%19洽洽 Chacheer1694.9万-49.7%20热烈 Hotest1658.2万-13.6%21可比克 Copico1650.5万8.2%22小浣熊 Lotor1584.2万21.3%23大吃兄1565.7万-47.1%24魔法士1438.5万-1.2%25聪师傅1376.9万38.9%26卧龙1340.3万-30.8%27徐福记 Hsu-fu-chi1321.8万-1.3%28卡乐比 Calbee1301.7万-58.4%29小当家1264.2万-3.7%30No Brand1248万-38.8%膨化食品排名品牌名2024年销售额增速1Lays/乐事19233.3万107.1%2脆升升9078.3万535.6%3茶颜悦色5127.0万128.1%4滇锅锅3409.5万-5味溢家1823.0万223.0%6ORION/好丽友1743.4万609.9%7噜咪啦1519.7万435.3%8copico/可比克1053.2万86.5%9滇品客971.6万54273.2%10滇二娃947.6万-70.9%11富吃831.3万2.2%12XIAOSHUAICAI/小帅才785.3万3.5%13麦功774.3万-14董小姐735.6万219.3%15里奈零食705.6万149.9%16dongfangzhenxuan/东方甄选688.9万-17Calbee/卡乐比622.8万-27.8%18kakaye/卡卡业565.6万17.2%19TASTE LAB/食验室473.8万32.4%20TAOWEIXIONG/淘味熊331.8万-21黔忆丝327.5万11568.5%22ChaCheer/洽洽325.4万-82.2%23WANT-WANT/旺旺325.3万382.3%24阿婆家的287.8万1150.8%25口水娃(koushuiwa)285.7万-26tianguang/天光274.9万18.3%27PANPAN FOODS/盼盼258.1万32.5%28麻里谷246.0万255.8%29VFOODS/维夫235.2万-30无限妙享207.7万198.3%薯片/薯条排名品牌名2024年销售额增速1乐事 Lays14250.6万21.0%2旺旺 Wantwant6882.3万67.3%3GEMEZ1952.5万9.3%4好丽友 Orion1818.3万-10.7%5良品铺子1225.3万46.0%6脆升升1217.2万21.7%7比比赞843.6万-19.4%8卧龙803万36.2%9米多奇 Miduoqi586.5万2.0%10咪咪 Mei Mei549.8万12.3%11徐福记 Hsu-fu-chi518.4万10.8%12味滋源511.3万14.4%13三只松鼠 Three Squirrels501.1万-62.0%14上好佳 Oishi465.1万10.3%15甘源 Kam Yuen459.5万60.3%16多力多滋 Doritos430.7万62.1%17滇二娃426.8万-3.8%18奇多 Cheetos421万39.4%19山姆会员店 Sams club407.9万-77.1%20卡乐比 Calbee391.7万-49.2%21可比克 Copico365.8万17.9%22隽颜堂339.2万-23刺猬阿甘337.9万-47.7%24洽洽 Chacheer231万-34.6%25无穷215.8万-5.2%26琥珀 Amber212.5万-37.0%27妙脆角205万14.5%28来伊份 Lyfen181.5万-12.8%29吉利火星160.4万9.6%30品客 Pringles157.7万-27.1%膨化食品排名品牌名2024年销售额增速1江中食疗5471.4万32.0%2米多奇 Miduoqi3661.3万8.7%3和情 Lotus3519.6万-12.5%4盼盼 Panpan2601.2万39.2%5三牛2035.7万11.5%6南盾1617万-7比比赞1454.3万-23.5%8格力高 Glico1116.1万149.1%9好吃点1093.9万8.2%10Lipo840.3万-40.1%11友谊食品 Tipo699.3万-13.7%12优卓697.2万50.2%13不多言676.4万489.6%14良品铺子674.9万66.0%15零趣613.6万85.6%16优乐麦584.1万396.5%17嘉士利577万6.0%18糖友厨房565.2万712.4%19莲木叙530.2万-20海玉 Haiyu Food502.4万10.4%21利拉480.9万-32.1%22梁山伯与朱丽叶445.9万782.1%23思朗食品436万-47.4%24种粮时怡417.1万-27.2%25欧贝拉413.9万-55.7%26百奇 Pocky392.9万-14.6%27臣鲜熊385.4万-28安诺尼381.1万321.8%29蒙辉349万-2.2%30聪师傅342.2万-18.7%排名品牌名2024年销售额增速1奥利奥20266.9万-4.8%2格力高 Glico7338.6万23.3%3百醇 Pejoy3202.2万-35.1%4茱蒂丝 Julies1942.2万13.8%5嘉士利1350.6万-19.2%6比比赞984.6万-37.0%7乐之 Ritz952.8万-3.1%8徐福记 Hsu-fu-chi944.3万101.2%9康师傅747.1万-16.9%10冬己 Ddung734.9万-51.1%11马奇新新 Munchys727.7万13.1%12明治 Meiji726万31.3%13北海白色恋人722.4万-44.2%14星球杯509.3万7.8%15百乐顺 Bahlsen508.6万0.4%16良品铺子476.6万-6.7%17康元411.5万4.7%18莲木叙364万-19乐天 Lotte350.8万7.3%20Go Ahead317.7万-46.8%21好利来 Holiland315.9万-7.7%22不多言311.2万785.0%23法丽兹 Franzzi286.8万-3.2%24百奇 Pocky286.6万-40.4%25费列罗 Ferrero rocher276.4万-26谷优273.8万-5.7%27和情 Lotus249.1万244.9%28丽芝士 Richeese248.6万-24.2%29阿华田 Ovaltine241.8万20.6%30王子 Prince216.4万219.1%酥性饼干夹心饼干排名品牌名2024年销售额增速1趣多多 Chips ahoy8938万-5.0%2皇冠丹麦 Danisa6585.4万-8.2%3法丽兹 Franzzi5139.1万20.8%4聪明小熊2414.6万-18.5%5丹麦蓝罐 Kjeldsens1885.6万-2.9%6丹香食品1723.8万41.5%7真巧1632.8万-36.6%8AKOKO1582.1万-10.6%9葡记1332.1万-10猫村长1162.5万-29.8%11比比赞1106万-40.2%12珍妮小熊 Jennybear935.1万1299.6%13奇华礼饼专家 Kee Wah Bakery815.8万8.6%14莎布蕾742.2万-63.5%15红帽子 Akai Bohshi658.9万-53.9%16美心 Mexin625.5万-43.5%17悠享时611.3万-35.3%18马奇新新 Munchys595.5万9.6%19嘉顿 Garden395.8万-19.1%20丽芝士 Richeese387.7万13.2%21美心生活 Mx Life375.4万87.8%22三只松鼠 Three Squirrels368.8万44.3%23珍妮星座339.6万-52.4%24百草味 Be&cheery310万-57.4%25卜珂291万-28.6%26皇冠世家255.5万-36.2%27万春意226.8万44.8%28春光 Chunguang201.3万-50.4%29猫咪兄弟 Kattybrother200.6万203.7%30福事多 Fusido186.2万69.7%曲奇饼干天猫-饼干膨化-细分品类品牌排名排名品牌名2024年销售额增速1Members Mark8694.4万-5.0%2奥利奥7789.5万46.8%3皇冠丹麦 Danisa6520.8万23.8%4江中食疗6091.7万10.1%5雀巢 Nestle4090.1万11.4%6蓝罐 Kjeldsens3381.9万10.3%7趣多多 Chips ahoy3124.7万31.7%8美心 Mexin2927.5万-9.1%9比比赞2796.9万11.3%10法丽兹 Franzzi2400.5万-8.7%11嘉顿 Garden2002.4万67.4%12良品铺子1897.5万16.8%13好吃点1840.8万45.3%14格力高 Glico1742.4万-10.0%15和情 Lotus1676.6万26.0%16葡记1632.1万-4.3%17嘉士利1559.3万-7.5%18元朗1468.3万-0.9%19暴肌独角兽1169.7万11.5%20马奇新新 Munchys1054.8万34.5%21诺帕斯 Knoppers966.6万0.1%22丽芝士 Richeese870.2万31.2%23泓一870万-5.1%24阿季 Aji844.3万-11.8%25盼盼 Panpan755.3万32.5%26乐之 Ritz744.2万65.4%27悠享时 Yotime713.1万2.1%28莱家 Loacker662.5万-5.0%29青食659.1万23.5%30粮小买642.3万-35.8%排名品牌名2024年销售额增速1山姆会员店 Sams club8058.7万343.5%2比比赞3793.3万648.0%3奥利奥2421万132.8%4乐事 Lays2339.3万417.1%5三只松鼠 Three Squirrels1763.6万997.8%6雀巢 Nestle1647.8万155.6%7太平1467.9万73.1%8法丽兹 Franzzi1416.2万97.3%9江中食疗1283.6万98.5%10米多奇 Miduoqi1249.7万124.2%11Members Mark1151.1万899.1%12茶颜悦色 Modern China Tea Shop1149.2万1625.7%13盐津铺子1052.4万206.9%14良品铺子1006.2万121.9%15旺旺 Wantwant886.5万257.8%16海玉 Haiyu Food860.7万42.7%17阿孔特608万85.2%18碧翠园549万1577.0%19脆升升486.8万122.2%20丹夫 Danco474.7万354.5%21趣多多 Chips ahoy472.4万211.7%22丽芝士 Richeese462万372.0%23蓝罐 Kjeldsens440.6万804.1%24悠享时 Yotime431.6万473.9%25青食419.1万46.4%26孕味食足412.4万-3.4%27盼盼 Panpan360.1万602.2%28嘉友351.6万17.2%29格力高 Glico347.6万73.7%30GEMEZ338.2万257.9%曲奇饼干威化饼干京东-饼干膨化-细分品类品牌排名排名品牌名2024年销售额增速1江中食疗14942.0万80.9%2天承3635.2万-3HONGGULIN/红谷林2970.2万59.5%4甄磨坊2337.7万55.3%5温心御品1777.1万102.1%6VIGOUR CHEF/活力洽1773.0万-7伟龙始于19931609.6万-8Disney/迪士尼1435.1万57.1%9aoligei/奥力给1352.1万391.4%10茶颜悦色829.3万-11莫洛小刺猬798.1万-25.1%12橙了681.8万-13duoxixio/多禧熊625.5万-32.0%14PINWEIRENJIA/品味人家617.6万562.3%15LOVE/有馍有样581.1万686.5%16晋福村560.0万869.0%17Garden/嘉顿538.7万204.5%18SUSHANGHUANG/酥上煌525.8万89.2%19熙景源482.0万-20三牛481.0万32.4%21BIBIZAN/比比赞459.6万228.1%22SMART TIME/时怡442.5万-23乐齐享403.4万-67.1%24汉怩斯387.2万248.4%25皇曼325.0万580.7%26huimeihaozailai/徽美好再来314.9万-47.1%27wozi/沃子314.5万-68.2%28蛮小姐283.9万-29太丰277.8万591.0%30泸溪河270.2万-其他脆片酥性饼干排名品牌名2024年销售额增速1脆升升11172.8万202.5%2MIDUOQI/米多奇8120.0万82.3%3WANT-WANT/旺旺8003.4万76.2%4BE&CHEERY/百草味3992.1万-40.6%5宏途3901.2万37.4%6TASTE 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Forever/优尚优品596.5万3571.9%20麦梵伦523.6万-21congmingxiaoxiong/聪明小熊491.7万-58.0%22猫村长484.2万-6.1%23丹香454.2万2.0%24ZhenJiang Flavor/臻江味436.5万-25喵小迈417.1万-26KAQILE/卡其乐401.9万161.2%27Kjeldsens/蓝罐383.9万1721.7%28dongfangzhenxuan/东方甄选376.2万-29尚州一370.7万-30金尊351.0万235.0%抖音-饼干膨化-细分品类品牌排名经营使命以数为据，不让企业走弯路核心价值观尊重专业，凡是彻底企业精神对标找差距，复盘取机会知行合一集团经营理念客户的生意就是知行人的命DATASPECIALITYREVIEWBENCHMARKING感谢聆听