H1 2026 China Maternity & Baby Market Report
Overview
China's online maternity and baby sales reached CN¥ 119.28 billion in H1 2026 at prices 6.5% higher, as baby gear, car seats and maternity prep grew.
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Key Findings
- Fewer items at higher prices. Online maternity and baby sales in China reached CN¥ 119.28 billion in the first half of 2026, −2.1% on the first half of 2025, while the average price per unit rose 6.5% to CN¥ 91.0, so that the value of online sales now rests on what each purchase is worth rather than on how many purchases there are.
- The staples cooled and the functional, big-ticket categories grew. Infant formula and diapers, the two largest categories, both sold less than a year before, while baby gear, maternity essentials and baby nutrition each grew by more than 12%, and average prices rose in almost every category, most of all for nursery furniture, from CN¥ 350.7 to CN¥ 462.2.
- Baby gear grew in volume and price, and car safety seats drove it. Baby gear sales rose 12.7% to CN¥ 6.75 billion, and car safety seats grew 23.2% to CN¥ 2.29 billion, after 11.0% in 2024 and 18.8% in 2025, with comfort and thermal features such as ventilation, heating and a larger recline growing fastest; the national standard GB 27887-2024 took effect on 1 July 2025, and a December 2025 survey by the Renmin University of China Center for Public Communication Research found that 88.1% of car-owning families with children aged 0-10 own a seat and 59% use it on every trip.
- Maternity prep supplies grew on price. Sales rose 12.7% to CN¥ 1.59 billion, on volume up 4.3% and an average price up 8.1%; pregnancy pillows grew 39.5% and two functional care items more than 50%, while traditional disposables declined, and women make up 72.6% of the social-media conversation about the category.
Scope: observed online sales on mainstream e-commerce platforms in China, January to June 2026 against January to June 2025; not the total market. Conversation figures are shares of social-media users, not of sales.
Read the chapters
| Region |
China
|
|---|---|
| Industry |
Mother & Baby
|
| Report Type | Market Analysis |
| Pages | 27 |
| Language | en |
| Author | Moojing Market Research Team |
Topics
Frequently Asked Questions
Online maternity and baby sales on mainstream e-commerce platforms in China reached CN¥ 119.28 billion in the first half of 2026, according to Moojing Market Intelligence, 2.1% below the first half of 2025, while the average price per unit rose 6.5% to CN¥ 91.0. The figure covers observed online sales, not the total market.
Baby gear, maternity essentials and baby nutrition each grew by more than 12% online in the first half of 2026. Within baby gear, car safety seats grew 23.2% to CN¥ 2.29 billion, and within maternity prep supplies, pregnancy pillows grew 39.5%.
Article 18 of the Law on the Protection of Minors, amended in 2021, requires guardians to take measures such as fitting a child car seat when minors travel by car, and the national standard GB 27887-2024 took effect on 1 July 2025. The report sets these out beside the car-seat sales figures.
Four chapters: the online maternity and baby market as a whole, baby gear, child car safety seats and maternity prep supplies, with sales, prices, selling points and the social-media conversation about each, for the first half of 2026 against the first half of 2025.
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