China's CN¥ 47.6B Hygiene Market Surges on Price Cuts

Executive Summary#

China's domestic online disposable hygiene products market reached CN¥ 47.60 billion in Jan-Oct 2024, up 23.9% YoY, as lower prices drove an even larger increase of 50.4% in volume. Average selling prices fell 17.6% to CN¥ 53.7, which opened up demand across baby diapers, sanitary napkins and adult diapers. This analysis examines how the shift toward affordability is changing the dynamics of each category, how brand concentration is moving, and how brands are positioning themselves across China's three core hygiene product segments.

Volume-Driven Growth Reshapes the Market#

China's domestic online disposable hygiene products market grew on the back of more affordable prices. In Jan-Oct 2024, total market sales reached CN¥ 47.60 billion, up 23.9% YoY, while sales volume grew 50.4% to 890 million units^[1]. Volume grew much faster than revenue because the market moved toward affordable positioning, with the overall average price falling 17.6% YoY to CN¥ 53.7.

We believe this price-led growth in volume is sustainable for the disposable hygiene category, because lower prices per unit make it easier for consumers to try a product and to buy more often. The essential nature of these products then keeps demand steady once habits are established.

Key drivers behind this price-volume dynamic include:

• Intensified competition among leading marketplaces, which has compressed margins
• Growing consumer willingness to switch brands for better value
• Manufacturing scale efficiencies, which allow prices to come down without a proportional loss of quality

Domestic hygiene market hits CN¥ 47.60 billion with volume growth outpacing revenue at +50.4%

*Source: Moojing Market Intelligence*

Pricing Finds a New Equilibrium#

Average selling prices have settled at around CN¥ 48-58 in 2024, down from the CN¥ 72-77 range of early 2023. We believe this reflects a lasting reset of price levels in the market, since prices stayed low outside promotional periods too. Prices fell most steeply in non-promotional months, while festival periods kept relatively higher average selling prices (ASP) because shoppers bought more premium products during them.

Average selling price fell 17.6% YoY to CN¥ 53.7, driving volume expansion

*Source: Moojing Market Intelligence*

Three Categories, Three Growth Stories#

China's domestic disposable hygiene market is built on three product categories, each of which grew in its own way. Sanitary napkins were the fastest-growing segment at +29.9% YoY, reaching CN¥ 16.06 billion, while baby diapers remained the largest category at CN¥ 30.43 billion with steady growth of 21.5%^[1]. Adult diapers, at CN¥ 1.11 billion, are still a small category, but one that China's ageing population should keep growing^[2].

Sanitary napkins lead growth at +29.9% YoY; baby diapers maintain steady +21.5% expansion

*Source: Moojing Market Intelligence*

Brand Concentration Diverges by Category#

Brand concentration moved in different directions across the three categories. In baby diapers, sales concentrated further among established brands, which raises the bar for new entrants. In sanitary napkins, by contrast, sales spread across a wider range of brands, as innovative brands such as freemore and TaoTaoYangMian (淘淘氧棉) won consumers through product differentiation.

Key Takeaways#

• China's online disposable hygiene market reached CN¥ 47.60 billion in Jan-Oct 2024, growing 23.9% YoY
• Volume grew 50.4% as ASP fell 17.6% to CN¥ 53.7, which we believe marks a lasting shift toward affordability
• Sanitary napkins led category growth at +29.9% YoY, and sales spread across more brands as challengers differentiated on product
• Baby diapers remain the largest category at CN¥ 30.43 billion, and their sales concentrated further among established brands, which raises the bar for new entrants
• Adult diapers grew 11.4% YoY, and while the category was small in 2024, China's ageing population makes it a long-term growth category

About the Data#

This analysis draws on Moojing Market Intelligence data covering Jan-Oct 2024. Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete Disposable Hygiene Products whitepaper.