China's writing instruments market posted modest growth in 2025, with retail volume increasing 0.8% and retail RSP growing 2%, despite cautious consumer spending indicated by a consumer confidence index of -3.2. The market is expected to accelerate, growing at a CAGR of 1% to CNY26.8 billion by 2030, driven by AI and technology-driven innovation, cultural and emotional engagement, and sustainability. Pens remained the largest subcategory, whilst markers and highlighters demonstrated dynamic grow

The jewellery category in China experienced healthy growth in 2025, driven by rising global gold prices and consumer preference for high-purity gold products as a safe-haven asset. This trend is expected to continue, with a forecast CAGR of 4% in retail sales at current value, reaching CNY1,100,243 million by 2030. The market is becoming increasingly polarised, with growth concentrated at opposite ends of the price spectrum, and offline department stores remain the leading retail channel. To suc

The personal accessories market in China is characterised by a dichotomy between premium and value-driven segments, with luxury brands and tech-infused products driving growth. In 2025, the market recorded a retail value of CNY1.25 billion, representing a 6% increase from the previous year. This expansion was driven by the increasing number of high-net-worth individuals, which reached 246,299,000 in China in 2025, and the preference for expressive, sustainable, and tech-infused designs among Gen

In 2025, bags and luggage in China experienced a decline in value sales growth, primarily due to market polarisation, with consumers increasingly favouring affordable, high-quality options instead of more expensive bags. Luxury luggage brands suffered significant setbacks as consumers became more conservative and savvier in their spending, with many opting to make purchases overseas where prices were lower. In contrast, non-luxury bags and luggage consumption remained stable, driven by the boomi

The jewellery category in China experienced healthy growth in 2025, driven by rising global gold prices and consumer preference for high-purity gold products as a safe-haven asset. This trend is expected to continue, with a forecast CAGR of 4% in retail sales at current value, reaching CNY1,100,243 million by 2030. The market is becoming increasingly polarised, with growth concentrated at opposite ends of the price spectrum, and offline department stores remain the leading retail channel. To suc

In 2024, packaging across the food, beverages, beauty, home care and pet food industries was defined by a strong shift towards sustainability, convenience and premiumisation. Food and beverage brands adopted flexible formats like pouches, HDPE bottles and folding cartons to support urban lifestyles and smaller households, while also integrating sustainable materials such as recyclable mono-material pouches and recycled PET bottles. Beauty and personal care packaging focused on e-commerce-ready d

Health and wellness in China performed positively in 2024, with the majority of claims expanding in volume and current value terms across packaged food, soft drinks and hot drinks. While growth prospects were tempered by encroaching maturity and population decline, sales remained robust on the whole thanks to rising health-consciousness. Having become more ingrained since the pandemic, this trend continued to be reinforced by factors such as the country’s ageing demographic profile, increasingly

Consumer credit outstanding balance values rose in China in 2025, supported by lower borrowing costs following the PBOC’s May loan prime rate cut and by the NFRA’s interest subsidy scheme for personal consumption loans. Growth was concentrated in non-card lending, with auto lending the most dynamic segment as passenger car sales increased and new energy vehicle brands used zero down payment and interest-free loan offers to stimulate uptake. BNPL also expanded but remained largely confined to maj

Financial cards and payments in China expanded in 2025, with debit cards driving growth in both cards in circulation and transactions as financial inclusion progressed and digital wallets largely relied on linked debit accounts. Credit cards and pre-paid cards declined further as consumers shifted to real-time app payments and as tighter oversight, including new rules on prepaid consumption disputes, raised compliance pressure. Credit card asset quality improved as banks strengthened monitoring

In China, credit cards saw declines in both transaction value and cards in circulation in 2025, reflecting cautious consumer spending, tighter oversight of fees and add-ons, and bank-led closures of dormant “sleep accounts”. Usage also weakened as consumers increasingly opted for embedded, point-of-sale credit from platforms such as Huabei and JD Baitiao, while subdued price expectations reinforced a wait-and-see mindset for discretionary purchases. Over the forecast period, credit card transact

Debit cards in China recorded continued growth in 2025, supported by financial inclusion efforts that expanded rural access points for cash withdrawal and basic payment services. Transaction activity remained concentrated in debit, as Alipay and WeChat Pay typically draw on debit-linked funding and households continue to favour deposit-based spending amid high savings and cautious attitudes toward borrowing. With debit card ownership already extensive, issuers focused less on acquiring new users

Pre-paid cards in China contracted again in 2025, as consumers continued to shift everyday spending to real-time digital wallets that use linked debit or credit credentials and remove the need for top-ups. Regulatory scrutiny remained a further drag, particularly for open loop products, limiting issuance and reinforcing a gradual retreat toward closed loop use cases such as transport and merchant gift cards. While initiatives such as Shanghai Pass show how open loop prepaid can support inbound t

Health and wellness hot drinks in China showed another broadly favourable performance in 2024. Most claims developed positively in volume and current value terms as consumer choices were increasingly shaped by concerns about obesity and related conditions, a growing understanding of how nutrition affects general wellbeing and rising appreciation for the functional benefits of different ingredients. High levels of innovation, marketing campaigns and improvements in the distribution of various bra

Most of the main claims within health and wellness soft drinks in China showed robust growth in volume and current value terms in 2024. While overall demand was constrained by maturity and population decline, the evolution of the preventive health trend ensured many consumers continued to gravitate towards products that are lower in or free from potentially harmful substances like sugar and artificial additives, and inherently rich in or fortified with ingredients offering functional benefits be

Health and wellness snacks in China performed solidly on the whole in 2024, with the majority of claims developing positively in retail volume and current value terms. Beyond the wider trend towards rising health-consciousness in the country, demand continued to be buoyed by increasingly busy lifestyles, which are leaving less time for cooking and making people more likely to eat between meals and while on-the-go. Moreover, because snacks are often an impulse or indulgence purchase, sales were b

Health and wellness dairy products and alternatives in China showed a broadly positive performance in 2024, with the vast majority of claims posting robust growth in volume and current value terms. While rising health awareness remained the primary demand driver, a sustained recovery in confidence and purchasing power among consumers provided a further boost to sales as inflation fell substantially. Frequent new launches, marketing activities and improvements in the distribution of various brand

Health and wellness cooking ingredients and meals in China performed positively in 2024, with most claims recording impressive growth in retail volume and current value terms. Robust demand was underpinned by rising health-consciousness among the population, a trend that has become more pronounced in the wake of the pandemic and one that is constantly reinforced by public education campaigns and the popularity of social media influencers focused on diet and nutrition. Given that these types of p

While growth was tempered by increasing maturity and population decline, most of the main claims within health and wellness staple foods in China registered positive performances in volume and current value terms in 2024. Better education about nutrition and how it affects general health continued to encourage consumers to favour more wholesome product types in many categories, particularly better for you and functional varieties that can reduce the risk of common acute and chronic ailments. Thi

Consumer appliances in China experienced a complex performance in 2025, driven by government subsidies and economic factors. Despite challenges such as real estate weakness and muted consumer confidence, growth continued, with dishwashers leading volume growth from a comparatively low base. The integration of smart and AI-powered technology in consumer appliances significantly impacted value growth, with manufacturers like Haier incorporating AI into their products to enhance functionality and t

Although retail volumes of personal care appliances remained static in China in 2025, slight retail value growth was seen. Stability was driven by appliance subsidy programmes and the rising median disposable income per household, which approached CNY100,000 in 2025. Meanwhile, increasing demand for high-quality products drove value growth. Despite high penetration of personal care appliances the category remains attractive due to innovation, with trends such as smart technology, cordless and po

Home laundry appliances in China experienced solid retail volume growth in 2025, driven by government subsidies for high-efficiency models, increasing urbanisation, and rising disposable incomes. The median disposable income per household approached CNY100,000, enabling consumers to invest in premium products with advanced features such as AI-powered washing and drying. The competitive landscape remained concentrated in 2025, with Haier extending its dominance. Home laundry appliances is expecte

Refrigeration appliances in China experienced a slowdown in its growth momentum in 2025, with just 1% growth in retail volume terms, reaching 48.0 million units. Growth was primarily driven by replacement demand, while premiumisation was also seen, which drove higher retail value growth, as consumers upgraded to higher-priced models with advanced features. The rising median disposable income per household indicated a steady increase in consumer purchasing power, which encouraged consumers to see

Dishwashers in China was characterised by rapid retail volume growth in 2025, driven by a relatively low penetration rate and increasing consumer demand for premium products with advanced features. In 2025, growth was supported by the median disposable income per household approaching CNY100,000, and the urban population rising to 942 million. The trend towards premiumisation was driven by consumers seeking comprehensive kitchen systems, as seen in the success of built-in dishwashers, which acco

Large cooking appliances in China experienced dynamic retail volume growth in 2025, reaching 31.7 million units. This growth was supported by government subsidies and the rising median disposable income per household, which approached CNY100,000. Although retail volume decline is expected in the forecast period, the category is expected to continue evolving, with AI-driven premiumisation and multifunctionality being key factors. Brands that integrate AI features into cross-device ecosystems are