China Maternity Prep Supplies Grew 12.7% Online in H1 2026

Online sales of maternity prep supplies in China, the things that expectant mothers buy for late pregnancy, the hospital stay and the weeks after a birth, grew 12.7% to CN¥ 1.59 billion in the first half of 2026, according to Moojing Market Intelligence, and because the average price rose 8.1% while the number of items sold rose only 4.3%, most of that growth came from families paying more for each item.

These figures come from the fourth chapter of the full report, in which maternity prep supplies stand out as one of the three categories of China's online maternity and baby market that grew by more than 12% in the half-year.

Key figures

• CN¥ 1.59 billion: observed online sales of maternity prep supplies, H1 2026, +12.7% on H1 2025
• 35.03 million: units sold, H1 2026, +4.3%
• CN¥ 45.4: average price per unit, H1 2026, +8.1%
• +39.5%: growth of pregnancy pillows, at an average price above CN¥ 100
• 72.6%: women's share of the social-media conversation about maternity prep supplies

Method and scope: observed online sales on mainstream e-commerce platforms in China, January to June 2026 against January to June 2025, from Moojing Market Intelligence; not the total market, since offline retail sits outside it. Scenarios are Moojing's classification of social-media posts, and buzz is the volume of posts on a topic.

How big is China's online market for maternity prep supplies?#

China's online sales of maternity prep supplies reached CN¥ 1.59 billion in the first half of 2026, according to Moojing Market Intelligence, an increase of 12.7% on the first half of 2025, on 35.03 million units sold, up 4.3%, at an average price of CN¥ 45.4, up 8.1%, so that price did more than volume to lift the total.

The monthly figures show a market that has trended upwards since the start of 2025 with some fluctuation from month to month, and the shift towards higher prices sits comfortably with the rest of China's maternity and baby market, where the average price of a product sold online rose 6.5% in the same half-year.

Which maternity prep products are growing fastest?#

Disposable underwear, pregnancy pillows and hospital bags lead online sales of maternity prep supplies in China, according to Moojing Market Intelligence, and all three grew in the first half of 2026, with pregnancy pillows growing fastest of the three, by 39.5%, at an average price above CN¥ 100, which makes them one of the most premium products in the category.

Exhibit 20. Source: Moojing Market Intelligence, observed online sales on mainstream e-commerce platforms in China: core maternity prep sub-categories by H1 2026 sales (log scale) and sales growth on H1 2025; bubble size is average price. Not the total market.

Two functional care items, cleansing cotton and perineal cleansers, grew by more than 50% each, although from the smallest sales in the category, while the traditional disposables that expectant mothers have long bought in bulk, from maternity pads to underpads and cleaning supplies, all sold less than a year before, so that within a growing category the spending moved away from the cheapest consumables and towards products that meet a more specific need.

Who is talking about maternity prep supplies?#

Women make up 72.6% of the social-media users discussing maternity prep supplies in China, according to Moojing Market Intelligence, against 27.4% for men, and the conversation is led by users in tier-1 and new tier-1 cities, with women aged 26 to 35 at its core.

These shares describe who takes part in the social-media conversation about the category, not who buys it, so they are a guide to where maternity prep supplies are discussed and are best read alongside the sales figures above, which measure what was actually sold online.

What situations drive demand for maternity prep supplies?#

Late-pregnancy preparation generates far more social-media conversation about maternity prep supplies in China than any other situation, according to Moojing Market Intelligence, followed at a distance by comfort during pregnancy, postpartum care, the hospital stay and delivery, travel and outings, and gifting, and each of those situations calls for a different set of products.

Late-pregnancy preparation is checklist buying, of disposable underwear, maternity pads and underpads; posts about comfort during pregnancy turn to pregnancy pillows and belly bands; postpartum care puts hygiene and comfort first; the hospital stay favours light, portable and disposable sets, from hospital bags to disposable underwear and toilet seat covers; travel and outings need products that are durable, hygienic and easy to carry; and gifting prefers a well-packaged hospital bag or maternity gift set with a full assortment.

Disposable consumables and hospital gift boxes are bought across consumer groups, and they anchor the category's sales, but the growth of pregnancy pillows and of the smaller functional care items suggests that the situations beyond the checklist, comfort in pregnancy and care after the birth, are where families have become more willing to spend.

What does this mean for brands selling maternity products in China?#

For brands, China's online market for maternity prep supplies in the first half of 2026 rewarded products that could justify a higher price, according to Moojing Market Intelligence, since the category's sales rose 12.7% while its average price rose 8.1%, and the products that grew were those that map to a particular situation, from a pregnancy pillow to a hospital bag assembled for the stay.

The practical reading is that a product which fits one of the six situations clearly, and which gives an expectant mother a reason to pay more than she would for a pack of basic disposables, is better placed than one that competes on the price of the pack, and that comfort, portability, completeness and care after the birth are the qualities around which the growing products are built.

The whole chapter, including the monthly trend and the needs behind each situation, is in the full report, and our China maternal and baby market intelligence page sets out what else we cover in the category.