2025年西式糕点电商消费趋势.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年西式糕点电商消费趋势知行合一数智中心西式糕点食品西式糕点是指来源于欧美国家的糕点食品，是以面粉、糖、油脂、鸡蛋、乳品等为主要原料，辅以各种添加剂，经过调制、成型、烘烤、装饰等工艺制成的具有不同口味和造型的食品。本文主要讨论面包类和蛋糕类：西式糕点1、吐司2、手撕面包3、全麦面包4、夹心面包5、蒸蛋糕西式糕点重点品类电商平台：抖音占比超56%，淘宝份额大幅缩水抖音平台保持增长，份额由2022年的25.5%提升至2024年的56.8%，自23年反超后继续扩大对淘宝的领先优势。西式糕点电商整体增速仍然不错，2024年整体增长12.7%。数据来源：知行数据库，2022年-2024年50.06亿38.54亿34.82亿15.38亿13.17亿15.84亿22.43亿52.45亿66.69亿0.00亿20.00亿40.00亿60.00亿80.00亿100.00亿120.00亿140.00亿2022年2023年2024年西式糕点-近3年电商销售额天猫京东抖音57.0%37.0%29.7%17.5%12.6%13.5%25.5%50.4%56.8%0%10%20%30%40%50%60%70%80%90%100%2022年2023年2024年西式糕点-近3年电商平台份额占比天猫京东抖音淘宝：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销售额增长率吐司7.92亿-4.6%其他6.13亿16.1%手撕面包5.16亿-19.0%新鲜蛋糕3.13亿-18.3%全麦面包2.19亿-9.7%夹心面包1.95亿-1.2%蒸蛋糕1.34亿-31.1%欧包1.29亿-20.5%小蛋糕1.25亿-32.5%三明治1.07亿295.9%华夫饼0.94亿-25.1%派0.94亿-3.9%半熟芝士0.60亿-52.5%鸡蛋仔0.30亿-30.7%列巴0.15亿-24.8%杯子蛋糕0.12亿31.3%蝴蝶酥0.10亿-33.8%泡芙0.10亿22.7%马卡龙0.07亿-37.1%榴莲制品0.06亿-36.3%西式糕点近一年淘宝渠道整体下滑9.6%，细分品类大多呈现下滑趋势，吐司和手撕面包体量最大；高增速的品类主要关注三明治，24年同比23年有295.9%的增长。明星增长品类放缓吐司,-4.6%其他,16.1%手撕面包,-19.0%新鲜蛋糕,-18.3%全麦面包,-9.7%夹心面包,-1.2%蒸蛋糕,-31.1%欧包,-20.5%小蛋糕,-32.5%三明治,295.9%华夫饼,-25.1%派,-3.9%半熟芝士,-52.5%鸡蛋仔,-30.7%列巴,-24.8%杯子蛋糕,31.3%-150.0%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%350.0%400.0%-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淘宝-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销售额增长率手撕面包9.86亿47.5%其他1.23亿-1.2%小蛋糕1.07亿-30.2%华夫饼0.78亿18.8%吐司0.63亿17.2%蒸蛋糕0.61亿17.2%夹心面包0.48亿3.5%全麦面包0.44亿-10.4%派0.26亿-11.4%半熟芝士0.11亿-69.6%三明治0.10亿62.0%欧包0.09亿37.7%鸡蛋仔0.08亿-24.5%新鲜蛋糕0.03亿-61.5%泡芙0.02亿-33.9%列巴0.02亿197.1%蝴蝶酥0.01亿44.7%马卡龙0.01亿-40.2%西式糕点近一年京东渠道整体增长20.3%，体量最大的手撕面包达到了47.5%的高增速，其他品类则相对平淡，三明治和列巴同样取得了高增速，但体量过小。明星增长品类放缓数据维度：销售额&增长率|2024年，同比手撕面包,47.5%其他,-1.2%小蛋糕,-30.2%华夫饼,18.8%吐司,17.2%蒸蛋糕,17.2%夹心面包,3.5%全麦面包,-10.4派,-11.4%半熟芝士,-69.6%三明治,62.0%欧包,37.7%鸡蛋仔,-24.5%新鲜蛋糕,-61.5%泡芙,-33.9%列巴,197.1%蝴蝶酥,44.7%马卡龙,-40.2%-150.0%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%-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抖音：各品类机会和增长点三级品类2024销售额增长率新鲜蛋糕/低温糕点/短保烘焙28.65亿20.8%传统西式糕点18.59亿5.1%吐司面包5.51亿107.0%夹心面包4.56亿86.2%其他面包4.08亿128.8%手撕面包1.90亿26.6%欧式面包1.55亿129.4%芝士/奶酪蛋糕0.81亿17.0%蛋卷点心/曲奇糕点0.63亿32.8%千层/慕斯蛋糕0.38亿-51.9%盒子/罐子/杯子蛋糕0.03亿333.3%明星增长品类西式糕点近一年抖音渠道整体增长27.1%，多半品类呈现增长趋势，新鲜蛋糕/低温糕点/短保烘焙体量最大；高增速的品类主要关注吐司面包、夹心面包、欧式面包。数据维度：销售额&增长率|2024年，同比新鲜蛋糕/低温糕点/短保烘焙,20.8%传统西式糕点,5.1%吐司面包,107.0%夹心面包,86.2%其他面包,128.8%手撕面包,26.6%欧式面包,129.4%芝士/奶酪蛋糕,17.0%蛋卷点心/曲奇糕点,32.8%千层/慕斯蛋糕,-51.9%盒子/罐子/杯子蛋糕,333.3%-150.0%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%350.0%400.0%-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿35.00亿抖音-细分品类机会四象限西式糕点大品类品牌排名排名品牌名2024年销售额增速1三只松鼠 Three Squirrels2.49亿-16.8%2比比赞1.67亿-6.5%3好利来 Holiland1.30亿-40.3%4豪士 Horsh1.08亿48.6%5达利园1.04亿15.3%6百草味 Be&cheery0.98亿-48.0%7港荣 Kong Weng0.92亿-21.8%8盼盼 Panpan0.91亿0.1%9良品铺子0.77亿-32.6%10泓一0.74亿-32.0%11卡尔顿 Calleton0.68亿19.3%12碧翠园0.58亿63.5%13桃李0.53亿-14.3%14兵王的炊事班0.49亿-30.0%15凯利来0.45亿93.4%16奥利奥0.43亿-20.3%17俏美味0.41亿239.8%18一只小叉叉0.37亿40.9%19好丽友 Orion0.37亿-13.8%20田园主义0.36亿-166%21光明 Bright0.33亿125.9%22爱逸 A10.33亿-16.6%23熊治0.31亿935.2%24享鲜人0.27亿184.3%25丹夫 Danco0.27亿3.9%26沪上阿姨0.26亿203.4%27欧贝拉0.22亿-60.4%28舌里0.21亿-58.8%29其妙0.19亿-34.5%30小白心里软0.18亿-26.2%排名品牌名2024年销售额增速1面包加3.80亿-2HAOSHI/豪士1.75亿436.0%3Three Squirrels/三只松鼠1.74亿413.0%4dongfangzhenxuan/东方甄选1.73亿-17.8%5上行斋1.69亿79.2%6Calleton/卡尔顿1.55亿117.2%7碧翠园1.52亿80.4%8kakaye/卡卡业1.29亿23.8%9泓一1.20亿12.4%10BIBIZAN/比比赞1.05亿66.5%11XIONGZHI/熊治1.00亿359.5%12shenxiaoshan/沈小善0.86亿277.9%13PANPAN FOODS/盼盼0.86亿37.2%14桃李0.65亿-32.3%15舒赞0.62亿6.7%16麦食度0.61亿1129.3%17封香记0.56亿-18层遇0.53亿1565.4%19平野村0.50亿20.1%20七年五季0.49亿-9.4%21BESTORE/良品铺子0.48亿178.3%22光合力量0.46亿220.4%23Oreo/奥利奥0.44亿-5.9%24隆嘉盛0.44亿2573.9%25BEIFU/贝夫0.43亿20.8%26青城山下白素贞0.41亿-65.8%27星喏梦0.40亿1337.2%28宫季每日鲜0.39亿180.6%29嗨山姆先森0.39亿1477011%30酬恩0.38亿138.0%排名品牌名2024年销售额增速1三只松鼠 Three Squirrels1.31亿72.7%2良品铺子0.94亿24.5%3盼盼 Panpan0.88亿91.7%4泓一0.80亿38.3%5港荣 Kong Weng0.65亿8.1%6Members Mark0.55亿15.8%7达利园0.54亿36.6%8比比赞0.50亿19.7%9百草味 Be&cheery0.49亿-3.6%10卡尔顿 Calleton0.47亿910.0%11葡记0.40亿-20.7%12舌里0.37亿-21.3%13麦酥园0.36亿329.5%14碧翠园0.33亿327.1%15豪士 Horsh0.33亿115.6%16桃李0.32亿36.9%17好丽友 Orion0.21亿-21.0%18好利来 Holiland0.21亿-44.3%19丹夫 Danco0.21亿88.2%20稻香村 Dxc0.18亿127.0%21光明 Bright0.17亿450.6%22Tafe0.17亿14.9%23中粮香雪0.15亿-23.1%24嘉华 Jiahua Food0.12亿289.1%25奥利奥0.12亿-7.5%26田园主义0.12亿70.1%27兵王的炊事班0.11亿199.4%28暴肌独角兽0.11亿-42.9%29隽颜堂0.11亿-30友臣 Youchen0.10亿-20.4%天猫-西式糕点-细分品类品牌排名排名品牌名2024年销售额增速1豪士 Horsh6103.4万21.5%2三只松鼠 Three Squirrels5931.3万3.8%3卡尔顿 Calleton5031.6万71.0%4比比赞4467.7万-24.0%5百草味 Be&cheery3842.2万-520%6泓一3741.8万-10.0%7良品铺子3433.8万-7.1%8沪上阿姨2294.2万177.9%9爱逸 A11686万-3.7%10一只小叉叉1442.1万94.6%11七小七1377.5万291.3%12碧翠园1197万43.5%13桃李1162.2万-10.5%14光明 Bright1039.4万-0.7%15其妙980.4万-22.2%16千丝 Qian917.5万0.2%17凯利来905.8万75.9%18熊治887万729.1%19福事多 Fusido829.2万1.8%20光合力量825.5万22.7%21俏美味790.2万-5.3%22周三的情书643.3万36.5%23面包新语 Breadtalk614.8万63.8%24港荣 Kong Weng559.7万-26.3%25盼盼 Panpan548.8万118.9%26植物补叮536.2万109.3%27烘培九段 Flavor Bakery Dan531.9万-28青城山下白素贞525.7万-55.2%29派可利525.6万49.3%30舌里522.1万-53.5%排名品牌名2024年销售额增速1三只松鼠 Three Squirrels9135万-23.1%2达利园4657.3万0.6%3盼盼 Panpan3590.2万-16.7%4凯利来3446.8万100.4%5比比赞2817.3万47.4%6百草味 Be&cheery2692万-44.6%7良品铺子2544.2万-52.6%8一只小叉叉1788.1万-1.8%9光明 Bright1469.7万608.8%10豪士 Horsh1141.9万286.4%11泓一993.9万-60.5%12友臣 Youchen947.6万-39.2%13桃李919.4万-16.0%14福事多 Fusido716.2万11.8%15味滋源500.5万-54.3%16泡吧497.2万16.0%17喵满分488.7万-18曼可顿 Mankattan457.9万-8.1%19其妙450.1万-33.7%20享鲜人391.8万-21欧贝拉391.2万-48.6%22乐锦记386.1万-30.1%23千丝 Qian362.4万-57.4%24卡尔顿 Calleton341.2万-22.2%25俏美味335.1万448.3%26甜苦瓜248.9万-63.1%27怪兽考拉241.2万-35.8%28稻香村 Dxc234.7万5.9%29盐津铺子231.1万300.9%30爱乡亲227.3万375.7%排名品牌名2024年销售额增速1好利来 Holiland5752.9万-22.1%2法兰茜 Falanc Cake1790.5万19.2%3派悦坊1457.8万-0.2%4元祖食品1215.3万-12.2%5廿一客 21cake1183.7万-10.8%6三只松鼠 Three Squirrels1004.1万16.2%7奥利奥989.1万-10.8%8诺心 Lecake660.5万12.9%9Ms Bon Cake656.6万9.2%10喜味德 Smeed585.3万5.8%11Cake Boss576.6万-41.0%12布歌 Mvuke523.7万-2.6%13味多美 Wedome521.9万-48.5%14葡萄树 Grapevine492.2万605.9%15熊治479.9万4462.6%16欣霸447.1万38.0%17黑天鹅 Beswan420.1万-24.5%18幸福西饼371.7万-17.0%19好丽友 Orion337.6万173.5%2085度c275.8万90.2%21喜乐高275万0.4%22巴芙客 Barfuker258.6万-19.2%23迈丝尼尔257.3万-11.7%24益丰香239.4万-13.8%25甜空237.2万-42.6%26靡仙221.3万-38.8%27冠滋派206.3万-10.8%28南茶郎205.1万-41.2%29好福莱191.5万6.0%30贝优谷185.9万-吐司手撕面包新鲜蛋糕京东-西式糕点-细分品类品牌排名排名品牌名2024年销售额增速1三只松鼠 Three Squirrels10299.8万103.2%2盼盼 Panpan7274.7万137.9%3泓一6268万66.9%4良品铺子5635.2万21.3%5百草味 Be&cheery3631.6万-8.9%6麦酥园3426.7万400.7%7达利园3296.1万39.4%8比比赞3176.4万119.2%9碧翠园2678.1万1013.1%10桃李2411.9万50.6%11豪士 Horsh2380.2万177.6%12稻香村 Dxc1713.4万156.5%13葡记1710.8万-18.5%14卡尔顿 Calleton1680.8万1277.0%15Members Mark1606.4万811.9%16舌里1569.7万-27.5%17光明 Bright1383.5万355.4%18Tafe1251.4万1499.2%19嘉华 Jiahua Food1248.5万289.1%20田园主义1157.4万69.5%21兵王的炊事班1135.5万200.2%22知味观1031.3万752.5%23奥利奥1021.3万10.2%24面包新语 Breadtalk923万140.0%25徐福记 Hsu-fu-chi874.5万154.8%26轻即867.8万166.1%27御茶膳房 The Imperial Palace831.2万729.2%28港荣 Kong Weng723.7万-15.0%29山姆会员店 Sams club714.6万61.0%30千喵692.9万239.0%排名品牌名2024年销售额增速1中粮香雪1537.1万-22.6%2葡记1020.2万-13.5%3榴莲西施926.6万92.7%4元祖食品594.1万-33.4%5味多美 Wedome518.5万55.2%6友臣 Youchen474.8万-4.0%7Tafe400.9万-69.2%8芝洛洛350.9万-50.1%9好利来 Holiland289.4万-24.0%10榴芒一刻288.2万-42.7%11爱斯费思281.2万11.1%12乐食锦262.2万-13.4%13曼恒255.3万-46.6%14勿糖226万-35.5%15芙瑞多226万-22.6%16Miumoke194.7万64.8%17觅今生179.8万-39.4%18米苏先生178.7万4.7%19廿一客 21cake175.2万-49.1%20许愿一刻173万20.4%21派悦坊 Pantrysbest168.2万-19.3%22桃李143.1万3.2%23安特鲁七哥134.8万-31.5%24京集134万-51.6%25幸福西饼130.1万-61.9%26知印129.3万-29.7%27俏侬125.8万-72.6%28古船125万-31.1%29京东京造106.1万-30阿华田 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