Global Market Surferby INTAGE Inc

[China] Changes in female consumers

• Release date: Aug 21, 2025
• Update date: Aug 21, 2025
• 52 Views

Chinese women have become the main consumers in many fields and are contributing to the growth of those fields.
This article analyzes Chinese female consumers from three perspectives: “increasing their presence in male-dominated categories,” “rediscovering their true selves,” and “freely expressing themselves.”

Background: Deep self-exploration driven by emotions

In 2024, movies depicting the power of women, such as “Good Things,” became a hot topic, sparking lively discussions among women about the theme of “what is true selfhood?”
According to the survey, 41.9%* of women said they were influenced by these topics and wanted to choose a lifestyle that was more comfortable for them.

Chinese women are evolving from the traditional self-expression of “my opinion” to the more emotionally appealing and relatable expression of “I like it.”
This change shows that women are pursuing deeper self-understanding and self-realization, and achieving a higher level of satisfaction.

Change 01

Increased presence in the “men's category”: In a category that was once dominated by men, they are now asserting themselves and demonstrating their presence.

[3C consumer electronics*]  
*Refers to the initials of “computer,” “communication,” and “consumer electronics,” which are fields connected by digital technology.  

Over the past year, women have begun to take a more leading role in the 3C digital field. 51.1% of women have purchased audio and video equipment (smart speakers, smart earphones), exceeding half of the total.  
85.1% of women are interested in trying digital products designed specifically for women. Developing products tailored to women's preferences has become a new challenge in this field.

[Automobiles]
54% of women want to choose a mid-size car, which is a change from the previous preference for compact cars.
There is a lot of buzz on Xiaohongshu and TikTok about “replacing cars,” with car-related posts on TikTok receiving over 10.04 billion views. In addition, 79.1% of women responded that they have customized their own cars.

[Smart Home Appliances]
The smartification of living spaces, such as smart furniture and home appliances, has become a very important concern for women born between 1985 and 2000.
Among these, smart home appliances, security, and AI emotion functions are particularly popular among women.

Change 02

Rediscovering your true self: Relax and recharge your mind and body amid your busy daily life.

[Body Care]
89.7% of women recognize that “relaxation and healing of the body” has a strong influence as an important step in body care, and “stress relief” has become an important keyword in the field of body care.
In addition, over the past year, the number of posts on social media related to bath products such as bath balls has increased more than tenfold compared to the previous year.

[Dietary Therapy]
In recent years, the concept of “dietary therapy (health management through diet)” has been gaining increasing attention among female consumers.
According to a survey, 88% of women incorporate dietary therapy into their daily lives to maintain their health.
In particular, women born between 1985 and 2000 are utilizing dietary therapy as a means of alleviating stress and irritation caused by work.
Additionally, among women over 30, there is growing concern about health issues such as premature ovarian aging, and dietary therapy is being adopted as a means to balance female hormones.  

[Healthy eating]
Health-conscious snacks are also very popular among women. In recent years, there has been an increase in the number of cases where such products are being incorporated into new consumption scenarios such as “social parties” and “home parties,” resulting in 79% growth compared to the previous year.
When women choose health-conscious snacks, factors such as “high protein” and “calorie control” are the main points of consideration when making a purchase.

Change 03

Free self-expression: Don't be bound by a predetermined path in life, and cherish the feeling of moving forward with confidence!

[Everyday Fashion]
Women are deeply pursuing styles that express their own unique images. In 2024, the hashtag “#Who is messing up the style” became a hot topic on Xiaohongshu, reaching 101 million views.

[Fashion preferences]
Born between 1980 and 1995: Neutral style
Born between 1995 and 2000: Y2K style/Pamin style
Born between 1990 and 1980: Mountain style/Old money style/Burnfit style

[Favorite Goods]
“Favorite goods” are beginning to play a role in providing emotional comfort and healing for women.
According to the survey, more than 75% of women spend more than 500 yuan on trendy “favorite goods” items, and about 45% of them spend more than 1,000 yuan.

Summary of 2025 consumption trends

To put it in Chinese terms, Chinese women are shifting from being “defined” to “self-defined.” As a manufacturer, it may be important to quickly grasp and respond to such changes.

This article is a translation of an article by Intage China using an AI translation tool.

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  Author profile

  Intage China

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  Editor profile

  Chew Fong-Tat

  Malaysian researcher who has lived in Japan for 14 years and has handled many surveys on ASEAN countries.