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. 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.

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.

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. Units sold rose 4.3% to 35.03 million and the average price rose 8.1% to CN¥ 45.4, so 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. The shift towards higher prices matches 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. Pregnancy pillows grew 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.

Two functional care items, cleansing cotton and perineal cleansers, grew by more than 50% each, although from the smallest sales in the category.

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. Users in tier-1 and new tier-1 cities lead the conversation, and women aged 26 to 35 are at its core.

These shares describe who takes part in the social-media conversation about the category, rather than who buys it, so they 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. It is 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, while posts about comfort during pregnancy turn to pregnancy pillows and belly bands, and 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, and travel and outings need products that are durable, hygienic and easy to carry. For gifting, buyers prefer 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 anchor the category's sales. 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, 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.

A product that clearly fits one of the six situations, and 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. The growing products are built around comfort, portability, completeness and care after the birth.

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.