Competitive Landscape
Babycare Leverages Value and Transparency to Grow, but the Two Leaders Prevail
Nappies/diapers/pants in China in 2025 remained moderately concentrated in 2025, with the top two players, Kimberly-Clark (China) Investment Co Ltd and Procter & Gamble (Guangzhou) Ltd, commanding significant shares of 19% and 18% respectively in retail value terms. Over the period from 2020 to 2025, the category became more concentrated at the top, with Kimberly-Clark rising from 10% in 2020 to 19% in 2025, and in 2025 Procter & Gamble continued its rebound from a dip in 2022, returning to the 18% value share seen in 2020.
Value-Focused Brands Such as Yiying Demonstrate Importance of Affordability
Despite the premiumisation trend among a cohort of higher-income consumers, affordability has become a defining theme in nappies/diapers/pants, especially as economic uncertainty and intensified local competition take hold. Value-for-money brands have therefore been expanding their presence in the competitive landscape, leveraging competitive pricing and the rise of e-commerce platforms to reach budget-sensitive parents.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in China?
- Which are the leading brands in Nappies/Diapers/Pants in China?
- How are products distributed in Nappies/Diapers/Pants in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in China - Category analysis
Key Data Insights
Sales Fall as the Number of Births Declines
Sales Fall as the Number of Births Declines
Nappies/Diapers Remains the Largest Category, While Disposable Pants Shows More Resilience
Premiumisation, Clean Wellness and Affordability Reshape Consumer Choices
Companies Appeal to Consumers with Transparency and Clean Product Formulations
Local Brands to Drive Value Focus While Premiumisation Will Widen the Price Gap
Disposable Pants Expected to Continue to Gain Share as Traditional Nappies/Diapers Loses Ground
Eco-Friendly Innovations and Digital Engagement Anticipated to Reshape Choices
Babycare Leverages Value and Transparency to Grow, but the Two Leaders Prevail
Value-Focused Brands Such as Yiying Demonstrate Importance of Affordability
Social Commerce Platforms Important as Livestreaming Reshapes Sales
Speciality Stores Remain Relevant by Building Trust
Tissue and Hygiene in China - Industry Overview
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Key Data Insights
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability
Acceleration of E-Commerce and Digital Retail
Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs
Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges
Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation
Vinda and Hengan Respond to Digital Disruption with Brand Resilience
Freemore and Taotaoyangmian Capture Share through Digital Agility
Supermarkets Loses Ground as Online Channels Attract Value Seekers
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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