Value sales of gum in China are rising in 2025, primarily supported by manufacturers’ continued investment in retail channel development to boost product penetration - particularly in lower-tier cities and through the fast-growing snack store channel. With growing competition from the likes of mints in the breath-freshening space, players are also expanding gum’s positioning to create new usage occasions. For example, gum is increasingly marketed as a focus-enhancing product, suitable for scenar

Value sales of chocolate confectionery in China have been rising over 2024 and 2025, with several factors explaining growth here. Both global and local chocolate brands are expanding their presence through enhanced distribution channels such as snack shops in low-tier cities and social e-commerce platforms. However, value growth is showing signs of slowing in 2025, suggesting potential challenges arising from the macroeconomic context.

Retail value sales of sugar confectionery in China are rising moderately in 2025, with only marginal growth seen in volume terms. Medicated confectionery, gummies and jellies, and mints are the key drivers, with medicated confectionery leading both value and volume growth. Boiled sweets, by contrast, is in decline.

Savoury snacks in China is posting steady, though somewhat modest, value growth in 2025, with volume sales rising slightly faster. Stable market demand is underlying this trend, with local consumer enthusiasm for savoury snacks remaining relatively tepid. Several subcategories are recording slowed growth, including puffed snacks and potato chips, with these product types suffering from perceived low nutritional value as consumers increasingly prioritise healthier options.

In 2025, sweet biscuits, snack bars and fruit snacks is feeling the impact sluggish growth in China's overall economic environment, continuing the trend from 2024. Both volume and value growth are low through retail, with local consumers adopting more cautious spending habits. Further, rising health consciousness is accelerating the shift away from sweet snacks and resulting in flat growth for the overall category.

In 2025, snacks in China is maintaining stable but modest growth, with overall retail value expanding at a low single-digit rate. This somewhat muted trajectory primarily reflects broader macroeconomic pressures, which are leading consumers to reduce discretionary spending on snacks products.

In 2025, ice cream in China is recovering after 2024’s deep descent. Value sales have returned to positive, while falls in volume have slowed substantially. This turnaround is primarily driven by price recovery. The downturn in 2024 was the result of several factors, including unfavourable weather conditions, more cautious consumer spending and stronger competitive threats from street stalls and freshly made ice cream.

In 2024, video games in China showed growth, primarily due to the increasing popularity of mobile games and online games and subscriptions, and the development of culturally relevant game titles. The integration of AI personalisation and local innovation, which often incorporates Chinese themes and narratives, had a significant impact. The category also saw an increase in consolidation among the top companies over the review period, and a growing interest in cross-platform and cloud gaming.

In 2024, traditional toys and games in China saw stronger growth than in 2023. Trading cards drove growth for games and puzzles, highlighting the popularity of collectibles, and driving Kayou to see exceptional growth. Social media and the need for emotional comfort were key drivers behind the increased demand for plush toys, with brands like Jellycat gaining significant traction even among adults. Additionally, affordable and trendy construction toys saw a surge in interest from kidults.

In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

In 2024, China’s wine category experienced a modest resurgence in volume and value growth, following two years of decline. This positive trend can be largely attributed to increased international economic collaboration, in line with the nation’s gradual economic recovery from the COVID-19 pandemic, and the government’s initiatives to reopen borders. A significant policy change contributing to the uptick was the removal of anti-dumping and countervailing duties on Australian wine imports in March

In 2024, beer in China saw a marginal decline in total volume sales, driven by a slowdown in on-trade consumption, whilst retail volume sales remained flat. The consumer trend of “drink less but better”, and growing health consciousness led to a greater emphasis by consumers on the quality and flavour of beer, rather than focusing on quantity. At the same time, consumers are becoming more rational in their purchasing decisions, moving away from pursuing high-priced products and placing greater e

Spirits in China continued to witness slight decline in retail volume and value terms over 2024. The entire alcoholic drinks market has been impacted by the weaker Chinese economy, leading to a lower propensity to spend on spirits. Total volume sales declined in both the off-trade and on-trade, primarily due to the continued decrease in sales of Chinese spirits. Other spirits is the largest category due to the strong popularity of Chinese spirits like baijiu, which is a staple drink in Chinese c

In 2024, alcoholic drinks in China witnessed a slight decline in volume and value terms. The downturn in sales can be primarily attributed to the weaker Chinese economy and lower consumer confidence, leading to more cautious spending behaviour. This was evident in the off trade where consumers undertook more rational purchasing decisions when buying alcoholic drinks. The on-trade was also impacted with consumers opting to lower consumption in bars, restaurants and KTVs (private karaoke rooms) in

In 2024, cider/perry in China experienced significant volume and value growth propelled by several key factors. The refreshing and fruity taste profile of cider resonates strongly with younger adults seeking alternative alcoholic beverages. Additionally, the increasing popularity of low-alcohol beverages among health-conscious consumers has urged more consumers to consider cider. High alcohol beverages have seen decreased popularity in the Chinese market, while low alcohol options have received

In 2024, RTDs in China experienced a modest increase in volume sales, although the growth momentum slowed compared to previous years. This deceleration is partly due to the burgeoning demand for cocktails both at home and when out in bars and restaurants. Younger adults are increasingly seeking on-trade cocktail experiences and engaging in home-based mixology, thereby purchasing spirits and fresh ingredients to craft personalised cocktails. This trend presents challenges for the RTD sector, as c

Eyewear is expected to see growth in both volume and value terms in China in 2025. The country has the world’s largest myopic population, with over 700 million people requiring vision correction. Rising consumer awareness of eye health, coupled with growing demand for aesthetic appeal, as with products such as rimless glasses and tinted lenses, has boosted sales of contact lenses and premium frames. In contact lenses and solutions, brands such as Essilor and Zeiss have introduced photochromic an

Spectacles is expected to see current value growth in China in 2025. With the increasing use of digital devices, myopia and other vision problems have become widespread in the country, leading to a significant rise in consumer awareness of eye protection and correction. This has driven sustained growth in demand within the eyewear market. Additionally, China’s ageing population is resulting in a steady increase in eyewear demand amongst the elderly, including for functional reading glasses and b

Contact lenses and solutions is set to see current value growth in China in 2025. With changes in lifestyle and evolving fashion trends, an increasing number of young consumers, particularly students and young professionals, are choosing contact lenses as their preferred method of vision correction, driving the expansion of demand in the contact lens market. Contact lens technology continues to evolve, with the category offering a diverse range of products including silicone hydrogel materials,

Value sales of sunglasses are expected to rise in China in current terms in 2025. Consumers’ awareness of eye health has been steadily increasing, making UV protection a key factor when purchasing sunglasses. This has encouraged more consumers to choose premium brands and products with enhanced functionality. With improvements in living standards and the rise of leisure culture, engagement in outdoor sports and travel activities has become more frequent, increasing the demand for sunglasses as a

Cigarettes in China witnessed a modest uptick in value sales over 2024, despite the shrinking smoker base. Sustained demand from loyal consumers supported category sales, marked by a shift towards premium and mid-priced cigarettes, as consumers traded up for higher perceived quality. Cigarettes remain firmly entrenched in traditional smoking habits, particularly among older and rural consumers who favour brands like Shuangxi and Yunyan.

In 2024, tobacco in China registered a modest increase in retail sales value, driven by rising unit price and a shift towards premium cigarette brands. Stricter regulatory measures and evolving consumer preferences in favour of reduced harm products are gradually re-shaping the tobacco market in China. Smoking prevalence continued its downward trajectory in 2024, reflecting rising health awareness and changing social perceptions, dropping to 24% of the adult population in 2024 from 26% in 2019.

In 2024, rising demand for cigars was evident among affluent consumers, despite a broader decline in smoking prevalence. Growth in sales was shaped by China’s rising disposable incomes and urbanisation, particularly in major cities such as Shanghai and Beijing. Cigars are perceived as premium alternatives to cigarettes, which face some loss in social acceptance. Steady improvements in consumer awareness has drawn consumers to cigars, being high quality, culturally rich, and capable of showcasing