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市場調查報告書
商品編碼
1880456
幽靈廚房和虛擬食品品牌市場預測至2032年:按類型、食品類別、公司規模、分銷管道、應用和地區分類的全球分析Ghost Kitchens & Virtual Food Brands Market Forecasts to 2032 - Global Analysis By Type, Food Category, Enterprise Size, Distribution Channel, Application and By Geography |
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根據 Stratistics MRC 的一項研究,預計到 2025 年,全球幽靈廚房和虛擬食品品牌市場價值將達到 815.6 億美元,到 2032 年將達到 1991.3 億美元,預測期內複合年成長率為 13.6%。
幽靈廚房和虛擬餐飲品牌正在改變現代食品服務服務業,它們無需實體餐廳即可運作。這些以配送為中心的設施能夠降低營運成本,提高廚房利用率,並根據數位化需求模式快速開發菜單。透過與外送應用程式整合以及強大的分析功能,營運商可以擴大服務範圍,並根據不斷變化的客戶偏好調整產品。虛擬品牌允許多個餐飲概念在同一廚房內同時營運,從而提高生產效率和盈利。這種營運模式促進了快速擴張,支援餐飲開發的創新,並滿足了消費者對快速、便利的應用程式驅動外送服務日益成長的需求,尤其是在繁忙且科技發達的都市區市場。
根據Euromonitor International的數據,在以配送為先的餐飲模式和消費者對線上食品平台的接受度的推動下,到 2030 年,幽靈廚房產業有望成為一個價值 1 兆美元的全球市場。
線上食品配送需求不斷成長
隨著消費者越來越重視便利性、快速服務和多樣化的菜單選擇,線上外送服務的日益普及是推動「幽靈廚房」和虛擬食品品牌市場發展的關鍵因素。快節奏的都市區、日益成長的數位化使用以及行動應用程式的流行,都在加速人們居家用餐的趨勢。僅提供外帶服務的商家透過與大型聚合平台合作來擴大服務範圍,從而避免投資實體餐廳。物流技術的進步、快速的訂單處理以及透明的配送追蹤,正在提升消費者的信任度。消費者對已烹調食品的日益依賴,使得「幽靈廚房」成為服務數位消費群體的品牌不可或缺的一部分,而對線上外送的需求也成為該市場成長的關鍵驅動力。
高度依賴第三方外送平台
幽靈廚房和虛擬食品品牌面臨的主要挑戰之一是其對配送平台的過度依賴,包括訂單取得、服務覆蓋和物流。高額佣金嚴重擠壓收入,使得新業者難以維持盈利。營運商對配送品質、時間和客戶服務的控制力有限,這可能會影響其品牌形象。平台演算法往往優先展示付費推廣,減少了小規模品牌的公平曝光機會。此外,這些平台費用和條款的突然變動也可能擾亂業務運作。這種依賴使得企業無法直接與客戶互動,並將純配送品牌置於外部、不可控的通路所帶來的風險。
拓展至尚未開發的以配送為先的市場
外送服務的蓬勃發展和數位化滲透率的不斷提高,為虛擬廚房進入服務不足的市場提供了巨大的機會。透過拓展到餐飲選擇有限的小城市、郊區和國際地區,虛擬品牌可以迅速建立市場地位。這些地區大多線上訂餐選擇有限,因此更容易取得新客戶。隨著行動支付、外帶車輛和應用程式的普及,營運商無需承擔實體店面建設的負擔,即可快速擴張。這種模式既能實現廣泛的地域擴張,又能降低財務風險。透過專注於外送優先的市場,品牌可以建立強大的基本客群,並打造持久的數位互動。
競爭加劇和品牌稀釋風險
虛擬餐飲品牌的激增導致競爭加劇,品牌稀釋的風險也隨之而來。許多餐飲經營者提供相似的菜餚風格和價格分佈,使得顧客難以區分不同品牌。這降低了顧客忠誠度,並導致用戶很快就對重複的菜單感到厭倦。競爭往往引發以折扣主導的價格戰,從而壓縮利潤空間。從同一廚房經營多個品牌難以維持品質的一致性,進而削弱品牌形象。缺乏鮮明的差異化和獨特的品牌故事,虛擬品牌難以吸引消費者的注意。在這種環境下,品牌需要不斷創新,這使得品牌的長期永續發展面臨越來越大的挑戰。
新冠疫情在推動「幽靈廚房」和虛擬餐飲品牌市場擴張方面發揮了至關重要的作用。由於餐廳關閉和安全顧慮,消費者紛紛轉向線上外賣。實體餐廳客流量銳減,不得不轉向雲端廚房模式以降低成本、業務永續營運。對非接觸式配送需求的成長使虛擬品牌更具吸引力,也使其更加依賴外送平台來拓展業務和物流。為了應對訂單量的波動,營運商推出了新的菜單選項,最佳化了營運流程,並採用了數位化管理工具。儘管人手不足和供應問題等挑戰依然存在,但疫情最終展現了以配送主導的餐飲模式的擴充性和韌性。
預計在預測期內,連鎖營運的雲端廚房細分市場將佔據最大的市場佔有率。
由於其強大的品牌聲譽、結構化的營運和高效的擴充性,連鎖雲端廚房預計將在預測期內佔據最大的市場佔有率。這些模式依賴強大的採購網路、統一的食品安全標準和集中管理的菜單,從而確保所有門市的品質一致。從單一設施經營多個以配送為主的品牌,可以最大限度地提高效率並吸引更廣泛的客戶群。對技術、訂單管理和物流的投資提高了速度和準確性。穩固的財務基礎和行銷能力使這些連鎖店能夠快速擴張並有效地與外帶應用程式整合。因此,它們在不斷發展的數位化餐飲環境中保持主導地位。
預計在預測期內,小眾美食細分市場將實現最高的複合年成長率。
在消費者日益重視特色菜餚、地道風味和獨特用餐體驗的推動下,小眾美食領域預計將在預測期內呈現最高的成長率。這些虛擬品牌迎合了消費者對多元化全球風味、健康餐食和創新融合概念的需求,從而與主流菜單形成鮮明對比。它們獨特的品牌形象使其能夠吸引特定的客戶群,並在競爭激烈的外送管道中脫穎而出。餐飲經營者可以透過嘗試創造性食譜、季節性菜單和文化主題菜餚來建立強大的客戶忠誠度。隨著消費者偏好的改變和多元文化人口的成長,小眾美食模式正在迅速擴張,滿足消費者對個人化、僅限外帶用餐體驗日益成長的需求。
由於北美擁有成熟的數位生態系統、外送應用的高滲透率以及消費者對快速便利餐飲選擇的偏好,預計北美將在預測期內保持最大的市場佔有率。完善的配送網路、經驗豐富的虛擬廚房營運商以及人口密集的大都會圈,都提升了營運效率和擴充性。食品科技公司和雲端廚房投資者的巨額資金支持正在推動市場成長。此外,生活方式的改變、可支配收入的增加以及對多樣化和客製化餐飲形式的需求,也推動了雲端廚房和虛擬餐飲服務的快速普及。這些因素共同作用,使北美成為蓬勃發展的「幽靈廚房」和虛擬食品服務服務業的重要區域貢獻者。
亞太地區預計將在預測期內實現最高的複合年成長率,這主要得益於數位化進程的快速推進、城市人口的成長以及精通科技的消費者群體的不斷壯大。該地區完善的食品配送基礎設施、成本效益高的營運環境以及行動裝置的廣泛普及,正在推動虛擬廚房的快速擴張。中國、印度和東南亞等主要市場正吸引來自配送平台營運商和創新廚房營運商的大量投資,從而加速了產業的擴張。此外,消費者對價格實惠、快速方便的餐點的偏好以及對數位原民餐廳品牌的接受度,也進一步推動了這一發展勢頭。所有這些因素共同促成了亞太地區成為全球虛擬廚房市場成長最快的地區。
According to Stratistics MRC, the Global Ghost Kitchens & Virtual Food Brands Market is accounted for $81.56 billion in 2025 and is expected to reach $199.13 billion by 2032 growing at a CAGR of 13.6% during the forecast period. Ghost kitchens and virtual food brands are reshaping modern foodservice by letting operators work without physical dining areas. These delivery-centric facilities lower operational expenses, streamline kitchen utilization, and allow rapid menu experimentation based on digital demand patterns. Through collaboration with delivery apps and strong analytics, businesses can expand their reach and adjust offerings to evolving customer tastes. Virtual brands enable one kitchen to host several concepts at once, increasing productivity and profitability. This operational style promotes fast scaling, supports creativity in cuisine development, and aligns with rising consumer expectations for quick, app-driven meal delivery, especially in busy, tech-savvy urban markets.
According to Euromonitor International data, the ghost kitchen industry was projected to be a $1 trillion global market by 2030, driven by the rise of delivery-first dining models and consumer adoption of online food platforms.
Rising demand for online food delivery
Growing online food delivery adoption is a key factor propelling the Ghost Kitchens & Virtual Food Brands Market, as consumers prioritize convenience, quick service, and diverse menu choices. Fast-paced city living, rising digital engagement, and widespread use of mobile apps have strengthened the shift toward doorstep meal consumption. Delivery-focused operators partner with major aggregators to expand reach without investing in physical dining spaces. Advancements in logistics, quicker fulfillment, and transparent delivery tracking enhance customer trust. With increasing reliance on ready-to-eat, on-demand meals, ghost kitchens are becoming essential for brands aiming to serve digital-first consumers, making online delivery demand a crucial market accelerator.
High dependence on third-party delivery platforms
A key challenge for ghost kitchens and virtual food brands is their strong dependence on delivery aggregators for orders, reach, and logistics. High commission rates cut deeply into earnings, making it harder for emerging players to sustain profitability. Operators also have limited influence over delivery quality, timing, and customer service, which can impact brand perception. Platform algorithms often prioritize paid listings, reducing fair visibility for smaller brands. Furthermore, sudden adjustments in fees or terms by these platforms can disrupt business operations. This reliance prevents companies from directly engaging customers and leaves delivery-only brands exposed to risks associated with external, uncontrollable distribution channels.
Expansion into untapped delivery-first markets
Growing access to delivery services and rising digital penetration create substantial opportunities for ghost kitchens to enter markets that remain underserved. Expanding into smaller urban centers, suburban zones, and global regions with limited dine-in options allows virtual brands to position themselves early. Many of these locations lack diverse online food offerings, making consumer acquisition easier. As mobile payments, delivery fleets, and app usage grow, operators can scale quickly without the burden of constructing physical restaurants. This model enables broad geographic reach with reduced financial risk. By focusing on developing delivery-first markets, brands can secure strong customer bases and establish sustained digital engagement.
Rising competition & brand dilution risks
The growing number of virtual food brands intensifies competition and increases the threat of brand dilution. Many operators introduce similar cuisine styles and pricing, making it hard for customers to distinguish one brand from another. This reduces loyalty and causes rapid fatigue among users who see repeating menu concepts. Competition often triggers discount-driven battles that erode margins. When multiple brands run from a single kitchen, maintaining consistent quality becomes challenging, leading to weakened brand perceptions. Without strong differentiation or unique narratives, virtual brands struggle to secure consumer attention. This environment demands constant innovation, making long-term brand retention increasingly difficult.
The Covid-19 pandemic played a pivotal role in boosting the Ghost Kitchens & Virtual Food Brands Market, as dine-in closures and safety concerns redirected consumers toward online food delivery. Traditional restaurants struggled with reduced foot traffic and shifted to cloud-kitchen setups to lower expenses and maintain continuity. Rising demand for contactless delivery made virtual brands more appealing and increased reliance on delivery platforms for reach and logistics. Operators introduced new menus, refined operations, and adopted digital management tools to handle unpredictable order volumes. Although challenges such as labour shortages and supply issues persisted, the pandemic ultimately validated the scalability and resilience of delivery-driven food models.
The chain-operated cloud kitchens segment is expected to be the largest during the forecast period
The chain-operated cloud kitchens segment is expected to account for the largest market share during the forecast period due to their strong brand reputation, structured operations, and streamlined scalability. These models rely on robust procurement networks, unified food safety standards, and centrally curated menus that maintain consistent quality across all outlets. By running several delivery-first brands from one facility, they maximize productivity and appeal to broader customer groups. Their investments in technology, order management, and logistics improve speed and accuracy. Well-established financial backing and marketing strength help these chains expand rapidly and collaborate effectively with delivery apps. As a result, they maintain a dominant presence within the evolving digital dining landscape.
The niche cuisine segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the niche cuisine segment is predicted to witness the highest growth rate because consumers increasingly value specialty dishes, authentic flavors, and unique culinary experiences. These virtual brands cater to demand for diverse global tastes, wellness-focused meals, and innovative fusion concepts that differentiate them from mainstream menus. Their distinct identity allows them to appeal to specific customer groups and stand out in competitive delivery channels. Operators can test creative recipes, seasonal menus, and culturally themed offerings to build strong loyalty. With evolving consumer preferences and expanding multicultural audiences, niche cuisine models scale quickly and capture rising interest in personalized, delivery-only food experiences.
During the forecast period, the North America region is expected to hold the largest market share due to its mature digital ecosystem, strong penetration of food delivery apps, and consumer preference for fast, convenient meal options. The presence of established delivery networks, experienced virtual kitchen operators, and densely populated metropolitan areas enhances operational efficiency and scalability. Significant financial backing from food-tech firms and cloud-kitchen investors strengthens market growth. Moreover, evolving lifestyles, increasing disposable income, and demand for varied, customizable cuisine formats fuel rapid adoption. These combined factors position North America as the leading regional contributor within the expanding ghost kitchen and virtual food service industry.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR, driven by surging digital adoption, increasing urban populations, and an expanding base of tech-savvy consumers. The region's strong food delivery infrastructure, cost-efficient operational environment, and widespread mobile usage encourage rapid scaling of virtual kitchen formats. Key markets like China, India, and Southeast Asia are seeing substantial investments from delivery aggregators and innovative kitchen operators, accelerating industry expansion. Moreover, consumer preference for affordable, quick-service meals and openness to digitally native restaurant brands fuels momentum. These factors collectively make Asia-Pacific the fastest-advancing region in the global ghost kitchen landscape.
Key players in the market
Some of the key players in Ghost Kitchens & Virtual Food Brands Market include CloudKitchens, Kitchen United, REEF Technology, Zuul Kitchens, Keatz, JustKitchen, Ghost Kitchen Brands, Taster, Future Foods, Peckwater Brands, Dil Foods, Rebel Foods, Kouzina Food Tech, Zesty Kitchens and Curefoods.
In April 2024, Ghost Kitchens has acquired Gujarat-based cloud Kitchen Company. The Shy Tiger in an all-cash deal, Karan Tanna, CEO & founder, Ghost Kitchens told ETRetail. The portfolio of 5 brands that Ghost Kitchens has acquired includes KBOB's, The Black Chimney, Punjab Di Gaddi, Pizza Never Lies and where's my Burger.
In May 2023, JustKitchen Co. Ltd. and JF Investment Co., Ltd., pursuant to which the Purchaser will acquire all of the issued and outstanding common shares of the Company by way of a statutory plan of arrangement under the Business Corporations Act. Under the terms of the Arrangement, each holder of Common Shares, other than the Electing Shareholders and the Purchaser Shareholders, will receive cash consideration of CAD $0.09 for each Common Share held.
In October 2021, Kitchen United announced its first-ever acquisition by purchasing Zuul, a New York-based ghost kitchen developer, for an undisclosed amount. This strategic move marks a significant milestone in Kitchen United's expansion journey, as Zuul's expertise in delivery-only kitchen infrastructure and its established presence in New York City will strengthen Kitchen United's ability to scale its network in one of the most competitive foodservice markets in the U.S.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.