5 Growth Opportunities in China for Non-US Consumer Brands in 2025

Published on: July 2, 2025

Despite all the noise around US–China trade tensions, Chinese consumers are still spending. And in some sectors, they’re spending more than ever.

While some American brands are slowing down, companies from Canada, Europe, Australia, Japan, and Korea may find this a smart time to move in. Local demand is holding strong. Certain platforms are posting record numbers. And non‑US brands are quietly gaining ground.

At WPIC, we track China’s consumer trends daily through Discripto®, our proprietary data tool that captures hundreds of millions of e-commerce transactions across China. The signals are clear: if your brand isn’t caught up in tariff trouble, there’s real room to grow.

Here are top 5 sectors where the numbers speak for themselves.

Overview:

Beauty and Personal Care Market Growth in China

China’s online beauty market hit US$81 billion in 2024, up 3.7% year on year.

Chinese consumers are spending big on skincare, cosmetics, and premium beauty — and they’re doing it online. In fact, online beauty spend in China is now nearly on par with total beauty sales across all channels in the U.S.

It’s one of the most valuable beauty markets in the world.

Brands from Canada, Europe, Australia Japan, Korea, and Australia already hold an advantage. They’re seen as high quality and science-backed, especially in skincare, where ingredients matter and trust runs deep.

A major driver? Douyin.

It’s now China’s top beauty platform, overtaking Tmall. Short videos and livestreams move everything from luxe serums to bold eyeshadow palettes. Fragrance and men’s skincare are growing fast too, helped by Douyin’s precision targeting and scroll-stopping content.

But going viral is one thing. Building loyalty is harder. Many new brands struggle to turn hype into long-term growth.

The opportunity: Some major U.S. beauty names are pressing pause on China launches. That leaves space for non‑US brands to step in, build visibility, and grow a base while the field is a little less crowded.

Fashion & Apparel Brands Finding Success in China

China’s online fashion market hit US $281 billion in 2024, up 36% year on year.

That’s nearly double the size of America’s.

Chinese consumers aren’t just buying more, they’re exploring new categories. Outdoor gear, functional fashion, plus-size fits, and sustainable lines are all seeing strong growth.

Like in beauty, Douyin is leading the charge. It’s now the biggest platform for fashion sales in China, growing 120% year over year. The rise of content-driven shopping has reshaped how brands get noticed.

Brands that can offer something fresh — whether it’s heritage, performance, or just good design — are finding audiences fast.

The opportunity: Several big US brands are holding off on new investment in China. Local platforms are actively scouting for new brands to feature, and non‑US companies have a real chance to step in while the usual names are on the sidelines.

Health Supplements

China’s online supplements market reached US$17.6 billion in 2024.

The US may still lead in size, but China is catching up fast, especially online. Demand is growing for fish oil, vitamin B, and gut health products, all tied to a broader shift toward proactive wellness.

Chinese consumers often favour imported supplements, especially from countries known for strong safety and quality standards. That puts brands from Canada, Australia, and Europe in a strong position.

Tmall remains the biggest platform for supplement sales, but JD.com and Douyin are gaining ground, especially in niche health categories. Our data shows clear spikes in fish oil, vitamin B, and dietary fibre, with steady growth across the board.

The opportunity: Some American brands are hitting delays at customs or struggling with regulatory bottlenecks. That’s left space for non‑US players to step in and scale quickly while the market’s still expanding.

Pet Care

China’s online market for pet food and products hit US$11.2 billion in 2024.

Pet ownership in China is booming, especially among younger, urban consumers. In fact, China now has more pets than children under the age of 4.

That shift is showing up in spending. Demand is rising fast for high-quality food, grooming supplies, and pet wellness products like vitamins and supplements.

Cats and dogs still lead, but exotic pets are gaining ground too. The entire category is moving toward premium, with double-digit growth in most sub-sectors.

Tmall and JD.com remain the largest platforms for pet care, but Douyin is growing the fastest, especially for niche products and first-time buyers.

The opportunity: US brands have long dominated this space. But with some now facing higher costs at the border, Chinese platforms are increasingly sourcing from Europe, Australia, and other non‑US markets.

Mother, Baby & Maternity

Online sales in China reached US$26 billion in 2024, up 16% year on year.

That’s impressive, especially given the headlines about falling birth rates.

What’s changed? Parents are spending more per child. Premium formula, baby gear, early learning tools, and infant skincare are all in demand. Rising incomes and growing health awareness are driving that shift.

Brands from Australia, New Zealand, and Europe already have strong traction, and the growth continues. Tmall and JD.com lead, but Douyin is catching up fast. Parents are turning to influencers for product advice, fuelling sales of baby vitamins and skincare through social commerce.

The opportunity: During past trade tensions, many Chinese buyers moved away from US infant formula and toward brands from Australia and Europe. With uncertainty returning, that trend could pick up speed once again.

What Global Brands Can Do Next to Grow in China in 2025

Trying to plan around global trade right now feels a bit like checking the weather with a broken barometer. Tariff pauses come and go. Policy shifts land without warning. And forecasts that looked solid in April may be useless by July.

But for brands based outside the U.S., this moment offers something unusual: a chance to move while others hold back. Real-time data shows Chinese consumers are still buying, and in many sectors, spending more than ever. Platforms are looking for new suppliers. And shoppers are more open to foreign brands than they’ve been in years.

The 90-day tariff pause from May 2025 and the recent London framework deal have eased the pressure for now. But let’s be honest: this isn’t a promise of long-term calm. If your brand waits too long, the best openings may already be taken.

What you can do:

Download our full report. You’ll get more data from Discripto™, plus detailed insights and actionable strategies.
Talk to someone who’s done this before. WPIC has helped hundreds of global brands grow in Asia with smart timing, the right channels, and no guesswork.

Because growth doesn’t wait for things to settle. And if your competitors are hesitating, this might be your best chance to pull ahead.

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5 Growth Opportunities in China for Non-US Consumer Brands in 2025

Overview:

Beauty and Personal Care Market Growth in China

Fashion & Apparel Brands Finding Success in China

Health Supplements

Pet Care

Mother, Baby & Maternity

What Global Brands Can Do Next to Grow in China in 2025

Let's Connect.

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