Seven Super Categories Defied China's 2022 Market Slowdown
By Jotham Lim
5 min read
Executive Summary#
Demand in most of the 20 largest e-commerce categories on two leading Chinese marketplaces came under pressure in 2022, while seven "super categories" grew more than 15% YoY at a scale of over CN¥ 10 billion each. Alongside them, 11 "super brands" grew more than 30% YoY with sales above CN¥ 2.5 billion. This analysis profiles the product innovations that addressed specific consumer pain points in home appliances, nutritional care, personal care, and food and beverage. It also identifies what these fast-growing products have in common in a year when demand across much of the market was weak.
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Three Structural Forces Drove Category Growth#
The combination of high growth and large scale in these super categories suggests lasting structural demand more than short-lived trends. Three forces shaped the fastest-growing categories: heightened health consciousness, which the pandemic accelerated, the premiumization of everyday products as consumers put quality ahead of quantity, and pandemic-driven hygiene awareness, which created entirely new product categories.
These forces worked across sectors, producing growth in health food and dietary supplements (+21.5% YoY), residential home furnishings (+12.4%) and a number of lifestyle categories. What the 11 super brands had in common was strong product innovation combined with effective digital marketing and clear brand positioning that matched changing consumer preferences.
Home Appliances: Innovation Addressed Specific Pain Points#
The home appliance sector produced several notable products that met specific consumer needs around health, hygiene and quality of life. Sales of fresh air conditioners rose to CN¥ 113 million in June 2022 [1], as consumers looked after their respiratory health during long periods at home.
Fresh air conditioner sales surged to CN¥ 113M in June 2022
Ultra-thin refrigerator November sales reached CN¥ 2.3 billion during 11.11
Pandemic Hygiene Products Grew Rapidly#
Sterilization spray guns are a clear example of how pandemic-driven hygiene awareness created new product categories, with November 2022 sales on a leading Chinese marketplace growing 1,246.95% YoY [2]. Fruit and vegetable purifiers also benefited from concern about food safety, with sales of CN¥ 289 million from January to November 2022, up 146.73% YoY.
Spray gun sales grew from near-zero to CN¥ 13.5M in November 2022
Food Safety and Functional Nutrition Expanded Rapidly#
The growth of fruit and vegetable purifiers, +146.73% YoY to CN¥ 289 million, confirms strong consumer demand for ways to make produce safer. These devices use technologies including ultrasonic cleaning, ozone treatment and water electrolysis to remove bacteria and pesticide residues.
Purifier sales stabilized at CN¥ 20-40M monthly after rapid 2021 growth
Separating Structural Demand from Short-Lived Trends#
For brands and investors, the important question is which of these growth categories reflect lasting structural demand and which reflect conditions specific to the pandemic. We believe the categories with the strongest structural basis share the following characteristics:
- Growing addressable markets: Products like ultra-thin refrigerators and fresh air conditioners serve growing, durable consumer needs around home design and air quality
- Lasting consumer behaviour: Health consciousness and premiumization trends began before the pandemic and are likely to continue after it
- Room for innovation: Categories with clear paths for technical improvement, such as food preservation and nutritional care, can keep growing through new product versions
Categories that depend heavily on pandemic-specific behaviour, such as sterilization spray guns, face the risk that demand will normalize as public health conditions change.
Key Takeaways#
- Seven super categories grew more than 15% YoY at a scale of over CN¥ 10 billion each, while demand in most large categories came under pressure
- Ultra-thin refrigerators reached CN¥ 2.3 billion in November 2022 sales during the Double 11 festival
- Sterilization spray guns grew 1,246.95% YoY, but it is uncertain how much of that demand will last after the pandemic
- Fruit and vegetable purifiers grew 146.73% YoY to CN¥ 289 million, driven by food safety awareness
- Products that solved specific consumer pain points around health, hygiene and home design showed the strongest growth
About the Data#
This analysis draws on Moojing Market Intelligence data covering January to November 2022. Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete H2 2022 Consumer Trends whitepaper.
This content adheres to Moojing's editorial standards .
