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

Food preparation appliances in China was characterised by a decline in retail volume sales in 2025, primarily due to the phasing out of the subsidy programme. However, the average unit price increased as consumers invested in higher-priced products with advanced features. The high employed female population and rising median disposable income per household drove demand for multifunctional products with smart features. Despite a negative forecast volume CAGR to 2030, the demand for smart and user

Vacuum cleaners in China experienced significant growth in 2025, driven by the increasing demand for smart and AI-powered products, particularly robotic vacuum cleaners. With overall retail volume growth of 5% and robotic vacuum cleaners growing by 9%, the category is characterised by a shift towards more advanced and convenient cleaning solutions. The median disposable income per household in China continued to rise in 2025, supporting consumer purchasing power and demand for premium home appli

Small cooking appliances in China was characterised by a decline in retail volume sales but low growth in retail value terms in 2025, driven by premiumisation and the demand for multifunctional, high-end products. Despite economic uncertainty, some consumers were willing to invest in lifestyle-enhancing appliances, with coffee machines being a prime example. Small cooking appliances has a concentrated competitive landscape, with the top brands dominating through extensive product portfolios and

Microwaves in China experienced a nuanced performance in 2025. While volume sales fell, diversifying consumer needs and technological advancements along with the rising median disposable income per household supported demand for higher-end models with advanced features. Freestanding microwaves dominated and saw the best performance, due to their flexibility and ease of installation. Retail e-commerce remained the dominant retail channel, driven by competitive pricing and government subsidies. Th

Air conditioners in China delivered steady volume growth in 2025, driven by strong domestic demand and a shift towards premium comfort and intelligent health features, alongside the adoption of AI-powered technology. The median disposable income per household continued to rise, indicating that growing consumer purchasing power contributed to growth. A declining volume CAGR is anticipated over the forecast period to 2030. As the possession of air conditioners among households was approaching 100%

Heat pumps in China experienced a decline in retail volume sales in 2025, primarily due to the withdrawal of central government subsidies and a slowdown in the real estate sector. Despite this, air to water heat pumps maintained solid sales, due to local government subsidies and technological innovations. The outlook is positive, with forecasts indicating growth driven by extreme low-temperature technology, rising household incomes, and sustained government support. Key players like Haier and Mi

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.