In 2025, colour cosmetics in China experienced moderate value growth, increasing by 3% in current terms to CNY63,913 million, following a period of volatility from 2021, and then stagnation in 2024. While retail volumes showed strong expansion, the increase in value terms was notably slower due to intensifying price competition, especially among domestic brands.

In 2025, depilatories in China achieved modest growth, with retail values rising from CNY1,310 million in 2024 to CNY1,364 million in 2025, representing a 4% increase. This followed stagnation in 2024 and contrasts with the higher rates seen in some other Asia Pacific countries. Growth in China was primarily driven by price increases rather than strong expansion in underlying demand, with the volume performance more subdued due to consumer interest in longer-lasting hair removal options, such as

Skin care delivered a return to growth in China, reaching sales of CNY275,247 million, up 2% compared to the previous year. This rebound followed a dip in 2024, when value sales declined by 4%, reflecting a cautious economic environment and more deliberate consumer spending. Given the falling population, which stood at 1,408 million in 2025, GDP growth moderating slightly to 5%, and exceptionally low inflation, at just 0.1% in 2025, this growth rate was impressive. While the pace of growth was m

After three years of decline, in 2025, hair care in China registered a rebound to modest retail current value growth, growing by 1% to CNY63,089 million. This performance, while not as robust as the double-digit increases seen in the early review period, in 2020 and 2021, was underpinned by a series of localised shifts in consumer behaviour and channel dynamics. The overall landscape was further shaped by the interplay between demographic realities and digital adoption. With China’s population a

Bath and shower experienced a minor increase in retail value sales in 2025, reaching CNY26,285 million, marking a 1% rise from the previous year in current terms. This performance reflects a steady but modest expansion, influenced by evolving consumer priorities around holistic wellness and intentional spending. While the overall growth rate was not dramatic compared to previous years, sales were notably more resilient than some neighbouring categories in Asia Pacific, benefiting from new cons

Beauty and personal care in China achieved a return to growth in 2025, delivering a 2% increase in retail current value terms to reach CNY552,578 million, fuelled by a combination of premium innovation, dynamic local competition, and surging digital commerce. Despite economic headwinds and rising price sensitivity, consumer willingness to invest in clinically substantiated solutions, especially in anti-ageing, longevity, and preventative routines, underpinned both premium and mass resilience, wh

Sun care achieved robust growth in 2025, with retail volumes reaching 20.4 million litres, reflecting a 9% increase compared to the previous year. This performance stands out not only in the context of China’s own historical development, but also against broader Asia Pacific and global benchmarks. Retail value also advanced notably, with sales totalling CNY18,815 million, up 5% year-on-year, underscoring that growth was supported both by higher unit sales and by sustained value gains as brands d

In 2025, fragrances in China achieved notable retail current value growth of 9%, with sales reaching CNY16,210 million. This robust growth followed a brief contraction in 2024, and reflects a swift recovery, driven by rising consumer engagement and the expansion of both local and international players. The overall category remains relatively immature and underpenetrated, offering significant growth potential as new entrants actively educate consumers and broaden the user base.

In 2025, deodorants in China registered a retail current value increase of 6%, reaching CNY1.1 billion. This performance signals a modest but meaningful expansion in what remains a niche category within the broader beauty and personal care space, especially when set against larger and more mature markets in the Asia Pacific region. While global sales of deodorants are often propelled by higher per capita usage, in China adoption remains gradual, with growth being driven by urban, younger consume

Men’s grooming in China achieved a modest value increase of 1% in 2025, reaching CNY15,304 million, signalling stabilisation after a period of decline. This growth, although moderate, stands out in the context of continued macroeconomic pressure and subdued consumer sentiment, with China’s GDP growth at 5% and inflation nearly flat at 0.1%. The population stands at 1,408 million, but this is on a declining trend, and cautious and intentional spending is evident, particularly in discretionary per

Oral care in China demonstrated a pattern of low single-digit value growth in 2025, with retail value sales reaching CNY50,682 million, representing a 2% year-on-year increase. This growth was led primarily by price-driven gains and premiumisation rather than by volume expansion, which was at a lower level. In a regional context, China continues to be one of the largest and most competitive oral care markets in Asia Pacific, yet the pace of value growth reflects a maturing landscape where aggres

In 2025, baby and child-specific products in China delivered a robust performance, with retail value sales rising to CNY35,049 million, representing 8% year-on-year growth.

In 2025, mass beauty and personal care in China achieved retail value sales of CNY294,085 million, marking 1% growth in current terms from the previous year. While China’s median disposable income per household continued to rise in 2025, the population marginally declined to 1,408 million, and real GDP growth moderated to 5%. These dynamics intensified price sensitivity and prompted consumers to reassess value and efficacy, which drove slightly stronger growth for mass beauty and personal care i

In 2025, premium beauty and personal care in China returned to growth, and reversed nearly all of the previous year’s sales decline, growing by 4% in retail current value terms, reaching CNY204,203 million. This recovery stood out against a backdrop of economic pressure, with China’s GDP growth at 5% and inflation nearly flat at 0.1%. The rebound was driven by heightened consumer health consciousness and a sustained willingness to pay for clinically validated, science-backed solutions, particula

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, vending in China registered high single-digit growth, with retail sales reaching CNY17.8 billion, marking a 7% increase in current terms compared to the previous year. This robust performance stood out against the backdrop of China’s economic context, which saw real GDP growth at 5% and inflation remaining notably subdued at just 0.1%. Despite consumer confidence remaining in negative territory at -3.2, the vending channel demonstrated resilience by adapting to new consumer preferences

In 2025, appliances and electronics specialists in China achieved current value growth of 4%. This performance was driven primarily by the continuation of government-backed home appliance subsidies and trade-in programmes, which stimulated replacement demand and encouraged consumers to upgrade to energy-efficient and smart products. The strongest impact was felt in product types such as small gadgets, refrigerators, air conditioners, washing machines, and large-screen TVs, where the combination

Direct selling in China continued to struggle in 2025, with the overall market size registering a slight current value decline of 1% year-on-year to CNY106 billion. The landscape remained highly concentrated, with the top three companies accounting for nearly half of all value. This level of consolidation helped limit further contraction, as leading players maintained relatively stable sales while smaller competitors struggled. Against a backdrop of modest real GDP growth of 5% and exceptionally

Retail stood out for its resilience and ongoing growth in China in 2025.?The market delivered 5% current value growth, with sales reaching CNY27,837.8 billion, outperforming many peers in Asia Pacific despite cautious consumer sentiment and a negative confidence index. The environment is attractive for brands that can adapt to the dynamic interplay of digital and physical retail, as strong momentum in retail e-commerce, innovative instant delivery models, and the structural elevation of private

In 2025, apparel and footwear specialists in China experienced a single-digit decline in retail value, having seen stagnation in the previous year. This downturn was directly linked to the rapid migration of consumers towards integrated social commerce platforms such as Xiaohongshu and Douyin, which are increasingly shaping shopping habits through shoppable live streams and algorithm-driven product discovery. The rise of these platforms has set a new benchmark for convenience, blending content,

Discounters delivered strong current value growth in China in 2025, with sales rising by 15% from the previous year to CNY9.7 billion. This expansion was fuelled by rapid outlet growth from brands such as Aldi and Freshippo Neighbour Business, which aggressively extended their presence in urban and suburban areas. The discounter model, with its limited SKU strategy and focus on essential products, proved particularly attractive as economic uncertainty persisted, prompting consumers to seek simpl

Supermarkets in China experienced a modest recovery in 2025, achieving low single-digit value growth, as the environment remained challenging due to increasingly cautious consumer spending and the continued rise of e-commerce, including instant retail and O2O (online-to-offline) platforms. After two consecutive years of decline, the channel recorded a turnaround, with value sales reaching CNY2,494.3 billion in 2025, representing a 2% increase on the previous year in current terms. This improveme

In 2025, hypermarkets experienced continued decline in China. Value sales fell by 5% in current terms compared to the previous year to reach CNY359.6 billion. This contraction was set against a backdrop of ongoing macroeconomic uncertainty, where real GDP growth moderated to 5% and inflation remained negligible at 0.1%. Consumer confidence remained weak at -3.2, further constraining discretionary spending and prompting households to become more rational and cautious in their purchasing decisions

Convenience retailers in China experienced only slight current value growth in 2025, with the overall result masking divergent trends between convenience stores and forecourt retailers. Overall value for the channel rose modestly to CNY306.8 billion, up 1% in current terms compared to the previous year. This followed a significant deceleration from double-digit growth rates seen in 2022 and 2023. The slowdown occurred against a macroeconomic backdrop where real GDP growth moderated to 5% and inf