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WPIC Releases New Data Report on China’s High-Growth Consumer Sectors

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Liam Mather

Director of Corporate Affairs

Published on April 2, 2025

Beijing, China – April 3, 2025 – WPIC Marketing + Technologies, APAC’s leading e-commerce consultancy, today announced the release of its latest market data report: “The Breakout Sectors Powering China’s Consumption Growth”. Leveraging WPIC’s proprietary data solution, Discripto™, the report provides insights into the market dynamics and growth opportunities across key consumer sectors in China.

This latest report highlights robust growth across several major categories—beauty & fashion, health & wellness, sports & outdoor, premium pet care, and mother & baby products—demonstrating sustained consumer demand despite macroeconomic headwinds. The report analyzes Gross Merchandise Value (GMV) from China’s top e-commerce platforms—Tmall, JD.com, and Douyin—spanning 2022 through 2024.

Key findings from the report include:

  • Beauty & Fashion Rebound: Online beauty market rebounded to $81 billion, driven by premium skincare and niche categories such as men’s beauty. The fashion sector witnessed significant growth, surging 36% to $280 billion in 2024, fueled by content-driven commerce on Douyin.
  • Health & Wellness Boom Continues: China’s nutraceutical market expanded to $17.6 billion, reflecting heightened consumer awareness of proactive health solutions, especially dietary supplements like fish oil and vitamins.
  • Outdoor & Sports Enthusiasm Driving Consumption: Sales in this sector reached $55.8 billion, driven by the rising popularity of active lifestyles and outdoor sports such as cycling, hiking, and skiing.
  • Premiumization in Pet and Baby Products: Despite declining birth rates, spending in the mother & baby market rose 16% to $26 billion, while pet products reached $11.2 billion due to increased pet adoption and demand for high-quality pet care.

“China remains one of the most dynamic consumer markets globally,” said Jacob Cooke, WPIC’s CEO. “This report underscores the strength of key categories where international brands continue to find significant growth opportunities. Despite external challenges, consumer appetite for quality products and trusted international brands is strong and shows impressive resilience.”

“Our data reveals notable shifts in consumer behavior, particularly in categories like health supplements, outdoor apparel, and pet care, where consumers are increasingly prioritizing quality and functionality,” said Ella Li, Senior Data Analyst at WPIC. “Brands that leverage precise, data-driven insights will find tremendous opportunities for sustained growth.”

For more information or to request the full report, visit https://wpic.co/reports/china-consumption-growth-2025/.

About WPIC Marketing + Technologies:
WPIC Marketing + Technologies drives market expansion for global brands in China, Japan, South Korea, and Southeast Asia through strategic brand development, data analytics, e-commerce solutions, marketing, logistics, compliance, essential support services, and more. With over 400 full time professionals, WPIC has successfully deployed and grown over 650+ brands across APAC over the last 19 years.

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