Try our corporate solution for free!
+1 (212) 419-5770

Diaper online market share in China Q1 2019, by brand

In the first quarter of 2019, the online market size of diapers produced by Procter & Gamble (P&G) accounted for around 16 percent of the total online diaper market size in China. This figure was followed by Kao and Kimberly-Clark, which accounted for around 15 percent and 12 percent of the market respectively.

Diaper market overview

China’s diaper market was worth nearly 60 billion yuan (around 8.5 billion U.S. dollars) in 2018. In the same year, the domestic production volume reached 38 billion units, the majority of which were diapers for infants. While diaper consumption in China remains lower on average than in the western countries, increasing disposable income and purchasing is expected to power the Chinese diaper market to double-digit growth in the next few years.

Baby diaper brands

Among the leading seven infant diaper market players in China as of early 2019, only two – Heng’an and ChiauS – were brands of Chinese manufacturers. The American multinational consumer goods giant Procter & Gamble led the market with their most recognizable diaper brand Pampers. Pampers was seemingly the first diaper brand to conquer Chinese market in 2006. Besides P&G products, Japanese premium baby diapers have been propelling their gains in the Chinese market share. In 2015, Tokyo-based best-seller Kao began offering cross-border shopping opportunities for Chinese customers online and even held half of the premium diaper online market share at some point. “Made in Japan” production is perceived as high-quality, safe, and trustworthy among many Chinese parents who are willing to spend more on their only offsprings.

Share of online market size of diapers in China in 1st quarter 2019, by brand

Exclusive Premium statistic

You need a Single Account for unlimited access.

  • Full access to 1m statistics

  • Incl. source references

  • Available to download in PNG, PDF, XLS format

Single Account

$39 $59 per month *
in the first 12 months
33% Discount until October 31st
*Duration: 12 months, billed annually, single license

Access to this and all other statistics on 80,000 topics from

$468 / Year
$708 / Year

Show detailed source information?
Register for free
Already a member?
Log in

In cooperation with
Release date

December 2019



Survey time period

Q1 2019

Statista Accounts: Access All Statistics. Starting from $468 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account.

Single Account
The ideal entry-level account for individual users
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references
$59 $39 / Month *
in the first 12 months
Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract; Prices do not include sales tax.

Statistics on "Maternity and childcare product industry in China"

Statista Accounts: Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.