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NPD’s China Consumer Sentiment Study Q1 2022 Insights

The latest consumer data and expert insights give you a reliable update on business in China and advice for your long-term strategy in the new retail era.

Q1 2022 China Consumer Sentiment Study Findings

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Exclusive Insight

New outbreaks caused regional lockdowns late in March 2022. But China’s consumers still increased purchasing consideration across several key industries in overall Q1.

Here are the top takeaways:

  • Beauty: Most consumers watched beauty livestreaming every week.
  • Toys: Building sets continued to lead purchases.
  • Luxury: The major channel for brands remained physical stores.
  • Licensing: Licensing impacted the apparel and toys categories the most.
  • Sports: Among the top five brands purchased, three were Chinese.

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