H1 2025 Whitepaper: China's Disposable Hygiene Products Market Analysis

Key Finding 1

China's domestic online disposable hygiene products market reached CN¥ 36.10 billion in January-August 2025, growing +10.7% YoY as average price declines of -9.1% stimulated a +16.8% surge in unit sales volume.

The market's growth trajectory reflects a classic volume-driven expansion pattern where reduced pricing lowers the barrier to entry for new consumer segments. Sanitary pads emerged as the strongest growth category at +23.9% YoY, reaching CN¥ 12.88 billion, while baby diapers maintained stable growth at +5.6% YoY. The adult diaper segment contracted -22.5% YoY, signaling persistently low market penetration and a need for greater consumer awareness in China's aging society.

Key Finding 2

The overseas online disposable hygiene products market reached CN¥ 13.13 billion in January-August 2025, surging +34.4% YoY, with Southeast Asia emerging as the fastest-growing regional market at +35.3%.

Indonesia and Vietnam dominate Southeast Asian demand, together accounting for the largest share of regional sales. Baby diapers represent the core category across all Southeast Asian markets, with sales reaching CN¥ 2.84 billion in January-July 2025. Chinese brand MAKUKU achieved nearly CN¥ 90 million in Indonesian baby diaper sales with +32.6% growth, demonstrating that social-media-driven brand strategies can successfully penetrate overseas markets dominated by established Japanese and American players.

Key Finding 3

Douyin (抖音) overtook Tmall (天猫) as the leading online sanitary pad platform, capturing 44.4% of sales versus 37.7% for Tmall, as content-driven commerce reshaped category dynamics.

Platform competition intensified across China's sanitary pad market, with top brands Whisper (护舒宝), Sofy (苏菲), and Kotex (高洁丝) all holding shares below 10%. Mid-tier brands gained ground: TaoTaoOxyCotton (淘淘氧棉) achieved +100.4% growth through sterilization-grade product positioning, and Fuyanjie (妇炎洁) exploded with +2,712.0% growth. Market concentration declined as emerging brands capitalized on consumer demand for safety upgrades, efficacy ingredients, and ease-of-use innovation.