China’s baby product market continues to experience significant growth in 2024, driven by changing consumer preferences, technological advancements, and evolving demographics. Despite challenges such as a declining birth rate, the industry remains robust, with several key trends shaping its landscape. One notable area of growth is the pram and stroller segment, which has seen increased demand as urban parents prioritize mobility and convenience.
Market Size and Growth
The baby product industry in China has shown impressive growth in recent years. As of 2024, the market size is estimated at $184.8 billion, with a compound annual growth rate (CAGR) of 0.8% over the past five years. Looking ahead, the industry is forecast to grow at a CAGR of 4.4% through 2028, potentially reaching $229.2 billion.
Key Product Categories
Prams and StrollersThe pram and stroller market has become a significant contributor to the overall baby product industry. In 2023, the total retail sales of strollers in China reached 14.45 billion yuan, showcasing the category‘s importance. Four-wheel strollers, in particular, have gained popularity, with brands like DEARMOM leading the market with a 13.0% share. The demand for premium strollers priced over 1,600 RMB has grown by 9.8%, indicating a shift towards higher-quality products.
Baby Nutrition and FoodBaby nutrition and food remain the largest segment of the market. The online baby food market closed at nearly $200 million in 2023. Premium formulas are gaining popularity among Chinese parents who prioritize quality and safety over price.
Diapers and Baby CareThe baby diaper market in China generated around $300 million in e-commerce revenue in 2023. Domestic brands like Babycare have made significant inroads in this category, leading sales during major shopping festivals on platforms like Tmall.
Baby DurablesBeyond prams, other durable goods such as car seats and cribs continue to be important product categories. In 2023, car seats accounted for 4.84 billion yuan in retail sales, while the online sales of baby beds reached 1.16 billion RMB on Taobao/Tmall in 2017.
Emerging Trends
Rise of Domestic BrandsChinese baby product brands are gaining ground against international competitors. Brands like Babycare are expanding their product lines and attracting budget-conscious consumers, particularly in regional cities. This trend is evident across various categories, including prams and strollers.
E-commerce DominanceOnline channels now represent 50% of the mother and baby retail market value in China. Platforms like Tmall and JD.com are key players, with Tmall holding 47% of the gross online merchandise volume for baby products. The convenience of online shopping has particularly boosted sales of items like prams and strollers.
Focus on Quality and SafetyChinese parents, especially those from the post-85s and post-90s generations, prioritize product quality and safety. This trend has led to increased demand for premium and organic products, including high-end prams and strollers with advanced safety features.
Cross-Border E-commerceAs the domestic market growth slows due to declining birth rates, Chinese baby product brands are expanding globally through cross-border e-commerce platforms. This includes exporting popular pram and stroller models to international markets.
Challenges and Opportunities
While the baby product market in China continues to grow, it faces challenges such as a declining birth rate and increasing competition. However, opportunities abound for brands that can innovate, adapt to changing consumer preferences, and expand into international markets. Companies looking to succeed in this market should focus on:
- Developing high-quality, safe products that meet stringent regulations, especially in categories like prams and strollers
- Leveraging e-commerce platforms and digital marketing strategies to reach tech-savvy parents
- Offering premium and organic product lines to cater to discerning parents, including luxury pram options
- Expanding into lower-tier cities and rural areas with affordable yet quality products
- Exploring cross-border e-commerce opportunities for international growth, particularly for popular Chinese pram brands
In conclusion, China’s baby product market remains a dynamic and lucrative industry in 2024. The pram and stroller segment, in particular, shows strong potential for growth as urban parents seek convenient and stylish mobility solutions for their children. By understanding consumer trends, embracing technological advancements, and prioritizing product quality and safety, both domestic and international brands can capitalize on the opportunities presented by this booming market.
