Womenswear in China was characterised by moderate growth of 2% in 2025, driven by a conservative economic climate and cautious consumer sentiment, with retail volumes also rising slowly. The category is concentrated, with leading brands like Uniqlo and Urban Revivo prominent, while digital-native challengers like Basement FG are gaining traction through aggressive low-price strategies. Retail e-commerce remains the primary driver of sales, with businesses needing to master omnichannel strategies

Childrenswear in China exhibited a mixed performance in 2025, characterised by declining volume sales but value growth, driven by price increases and strong demand for high-quality, functional products. The significant employed female population, a key demographic influencing purchases of childrenswear, supported continued consumer expenditure on childrenswear. With a large population base and increasing consumer expenditure on childrenswear, the category remained attractive despite polarisation

Apparel accessories in China exhibited resilience in 2025, driven by the popularity of hats/caps and belts, despite the growing trend of resale and rental platforms. With economic uncertainty, some consumers turned to affordable and sustainable fashion options, with resale platforms like Plum and Zhuanzhuan expanding their presence online and offline. Sales of apparel accessories are expected to continue growing in the forecast period, albeit at a slower pace, with a focus on practicality, susta

Footwear in China experienced moderate growth in 2025, driven by technological innovation and increasing demand for smart and sustainable footwear. With retail value sales reaching substantial figures across women's, men's, and children's footwear, the category is characterised by rising consumer spending power and a shift towards online shopping. Footwear is attractive to companies due to its growth potential, driven by sports footwear and the trend towards green products. Brands are likely to

Jeans in China in 2025 is characterised by a shift towards durable and versatile staples, driven by economic pressures and nostalgia-fuelled trends. With disposable incomes and consumer expenditure on overall apparel rising, premium jeans is experiencing the fastest growth. Retail e-commerce, propelled by livestreaming and algorithm-driven discovery, remains the leading sales channel, making seamless mobile experiences crucial. Digital-native brands are gaining traction with personalised, gender

Menswear in China saw retail value growth in 2025, driven by a shift towards value, longevity, and functionality, with consumers prioritising versatility and durability. Disposable incomes continued to rise in 2025, supporting consumer spending on essentials like men's underwear, and less essential products such as men’s tops. Menswear is characterised by a polarised consumer landscape, with luxury and budget-friendly brands thriving at the expense of mid-priced options. Retail e-commerce contin

Apparel and footwear in China exhibited a slow growth trajectory in 2025, driven by consumer demand for comfort and self-satisfaction, with particularly strong growth for sportswear. Consumer spending was supported by the rising median household disposable income, and sales were driven by steady economic conditions and the growing enthusiasm for exercise and sports. Although Anta (China) Co Ltd extended its leading position in 2025, the competitive landscape remained fragmented. The rise of reta

Sportswear in China experienced dynamic retail value growth in 2025, driven by outdoor apparel and footwear, with activities such as trail running and hiking driving interest in technical products tailored to specific pursuits. Disposable incomes increased, supporting consumer spending on sportswear. The category is characterised by intensifying competition, with global players and domestic brands competing aggressively via retail e-commerce and offline outlet channels. Solid growth is expected

Despite a slight fall in volume sales, hosiery in China experienced low retail value growth in 2025, driven by an increase in the average unit price. The category is characterised by a shift towards emotional value, with brands like Bananain capitalising on this trend through innovative marketing strategies and products that evoke emotional connections with young consumers. Retail e-commerce leads sales of hosiery, thanks to offering convenience and a wide range of product choices to consumers.

Fresh food in China registered steady volume growth in 2025 amid rising health awareness and the growing fears surrounding ultra-processed foods. Economic uncertainty shaped purchasing decisions, with price sensitive shoppers trading down to more affordable lines, including local and seasonal options. Meanwhile, the overarching theme of convenience is evident through new formats addressing the complex needs of modern urban lifestyles.

As an affordable staple food in Chinese food culture, eggs saw relatively stable sales in 2025. Eggs are considered a natural food that is high in nutritional value and protein, qualities that have supported sales amid the growing backlash against ultra-processed foods.

Fruits witnessed strong volume and value growth over 2025, with sales rising in both retail and foodservice channels. Healthier diets are driving sales of fruits overall, whilst price sensitivity has resulted in more savvy purchasing decisions, with a shift towards seasonal and affordable fruits, such as apples and pears.

Nuts have become an integral part of Chinese snacking culture due to their nutritional benefits and a shift away from ultra-processed snacks. Brands and retailers have created appealing snack-sized portions to tempt consumers and deliver convenient formats for daily consumption. Affordable choices like peanuts are the most popular options as they have multiple uses in recipes, as well as making an ideal snack.

Pulses are gaining popularity for their high nutritional quality and importance in flexitarian diets. As a key source of plant-based protein, pulses are being embraced as part of healthier lifestyles, with the economical price point only adding to the appeal.

Despite supply disruptions and rising prices, demand for vegetables remained stable in China over 2025. Foodservice and retail sales both increased as consumers shift away from ultra-processed foods towards natural and simple foods. Savvy shopping behaviour was evident in 2025, with consumers drawn to local and seasonal produce that is more affordable than out of season or imported vegetables.

Health ideals are shifting in China, encouraging consumers to add more fish and seafood into their diets, as part of a general rise in the consumption of fresh and natural ingredients. The rising prominence of dining out is also encouraging consumption.

Falling consumption of pork, the most widely consumed meat in China, is curbing overall retail volume sales in the meat category. Structural shifts towards dining out more and cooking less at home is also evident in meat consumption, with foodservice sales rising ahead of the retail channel. Purchasing behavior is not only shaped by price, but also health, quality and convenience factors.

Chinese consumers are diversifying their staple food choices, with the nutritional benefits of starchy roots driving an uptick in sales over 2025. Competition from staple foods is evident, encouraging players to enhance value with convenient snack-packs of dried and roasted sweet potatoes, among other solutions.

Rising health concerns have curbed traditional sugar consumption in China, although natural lines are gaining appeal, such as honey and maple syrup. Fear of ultra-processed food is posing a challenge for category players as households seek to reduce sugar purchases.

Asian speciality drinks in China is under increasing pressure from competing substitutes offering more innovative soft drinks. Often considered outdated, these drinks are losing ground in an increasingly competitive landscape, resulting in limited growth opportunities.

Carbonates is underdoing structural change in the Chinese market as consumption decreases and consumers shift to reduced-sugar RTD teas, which is considered a healthier option. Global brands face an increasingly competitive landscape as domestic brands seek to take a larger share of this major category.

Soft drinks in China maintained a steady growth trajectory in 2025. Over the past year, retail prices of soft drinks have seen a moderate increase, with value growth outpacing volume growth across most categories. A key driver shaping the market is the rising health consciousness among Chinese consumers, particularly regarding sugar content. To this end, low-sugar and sugar-free formulations have become significant factors influencing purchasing decisions.

Concentrates in China registered solid growth in 2025, driven by the rising popularity of coffee concentrates. With coffee culture gaining traction in China, consumers are drawn to the quality and convenience of these products. Luckin Coffee uses 100% Arabica beans and cold-brew processes, appealing to quality-conscious consumers.

Bottled water consumption is on the rise in China where consumers are drawn to its health properties. Retail volume and value sales rose steadily over 2025, supported by product developments and broader usage occasions. Consumers have wider access to bottled water with vending machines seeing dynamic growth as technologies advance.