H1 2026 China Maternity & Baby Market Report

• 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

• China Maternity & Baby Prices Rose 6.5% Online in H1 2026
• China's Online Baby Gear Sales Rose 12.7% in H1 2026
• China Child Car Seat Sales Grew 23.2% Online in H1 2026
• China Maternity Prep Supplies Grew 12.7% Online in H1 2026