Abstract

As China’s barbecue market is projected to exceed RMB 280 billion in 2026, the country’s barbecue industry is entering a new stage of development. On one hand, leading brands are accelerating chain expansion, steadily increasing industry consolidation. On the other hand, lower-tier markets — accounting for nearly 60% of total consumption — have become the core battleground for competition. Meanwhile, as consumers grow increasingly selective about flavors and dining experiences, regional barbecue styles are emerging as a key driver of brand differentiation and innovation.

Barbecue, one of China’s most widely embraced dining formats, is evolving from its early phase of fragmented and rapid growth toward a more standardized, branded, and differentiated industry structure. In 2026, China’s “barbecue economy” is exhibiting several notable trends, signaling the beginning of a new cycle of high-quality development.

1. Rising Chain Penetration, Yet Low Market Concentration

According to data from Meituan and the Hongcan Industry Research Institute, the chain penetration rate of China’s barbecue sector increased from 14% in 2021 to 22% in 2024, and is expected to reach 26% by 2026. This indicates that an increasing number of independent barbecue outlets are being integrated into organized branded systems.

However, as of February 2026, the combined market share of the top ten barbecue brands by store count accounted for only 1.02% of the total barbecue market. Industry concentration therefore remains relatively low. This suggests that both national and regional barbecue brands still possess substantial room for future expansion.

2. Lower-Tier Markets: The Primary Battlefield and Key Challenge

Data shows that lower-tier cities (third-tier cities and below) account for 56.9% of China’s barbecue consumption, making them the industry’s primary growth engine.

At the same time, consumers in these markets tend to be more price-sensitive. As a result, chain operators must optimize supply chain efficiency and cost structures while maintaining product quality, in order to deliver stronger value-for-money offerings. Relying solely on brand premium positioning is unlikely to ensure success in lower-tier markets.

3. Innovation Momentum Driven by Regional Specialties

As consumer taste preferences evolve more rapidly, regional barbecue styles are becoming an increasingly important source of product innovation and brand differentiation.

Northeastern-style grilled meat, Sichuan barbecue, and Xinjiang-style red willow skewers continue to attract strong consumer interest in 2026 due to their distinctive regional identities and social media appeal. For barbecue brands, the key challenge lies in deeply leveraging regional culinary characteristics while simultaneously achieving standardization and quality upgrades — an essential strategy for avoiding homogeneous competition.

4. Future Outlook

Facing a market expected to surpass RMB 280 billion, participants in China’s barbecue economy are shifting from competing on scale to competing on quality.

Going forward, brands capable of balancing affordability with quality perception, deeply cultivating regional特色 offerings, and establishing strong supply chain capabilities will be best positioned to stand out during this new phase of industry growth.

Copyright Notice:
This article is compiled based on the Barbecue Industry Development Report 2026 released by the Hongcan Industry Research Institute and related industry data. Copyright of the original data belongs to the respective organizations.

Source: Red Dining Network (Hongcan)
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