Children’s High Chair Prices Rise by 10.7% YoY, Signaling the Era of Quality Consumption

The January 2026 E-commerce Data Analysis Report on Baby and Child Products, released by the China Toy and Juvenile Products Association (CTJPA), shows strong momentum in the baby high chair category. High chairs recorded 15.8% year-on-year growth in sales revenue and 4.6% growth in unit sales, while the average selling price increased by 10.7%.

 

An in-depth analysis of the consumption characteristics of children’s high chairs is presented from multiple perspectives, including market landscape, price distribution, and best-selling dynamics, with the aim of providing insights for industry professionals.

 

01 Consumption Upgrade: Rising Average Prices

 

The rise in high chair prices reflects broader changes in parental spending patterns, as parents increasingly prioritize safety standards, product durability, and overall quality. Compared with other infant products, high chairs are widely regarded as a must-have, supporting children from the early sitting stage to independent feeding. This extended usage cycle leads parents to prioritize long-term value, increasing their willingness to pay a premium for higher-quality and multifunctional options. At the same time, the category is evolving toward multifunctional designs such as adjustable-height chairs, foldable structures, and products that adapt as children grow.

 

BABYCARE Multifunctional High Chair

 

02 Market Landscape: Strong Rise of Domestic Brands

 

Over the past six months, the revenue trend among the top 20 high chair brands indicates a relatively mature market structure, with the top five brands consistently accounting for 37%–55% of total category revenue and reaching 41.2% in January 2026. Among them, STOKKE, NUSKIN, and HAGADAY have consistently ranked among the top three by revenue, with strong brand recognition and consumer loyalty enabling them to account for 31.4% of total category revenue.

 

What's more, STOKKE leads the category with an 11.6% sales share, supported by its premium positioning and European design heritage. Its products average $370 USD, while sales increased 127.7% year-on-year.

 

STOKKE Premium High Chair

 

Domestic brands have also made notable breakthroughs in the mid-to-high-end segment. For example, BABYCARE recorded a year-on-year revenue increase of 330.9%, rising from 6th place in December to 4th place in January, making it the fastest-growing leading brand in the category. Meanwhile, ARICARE and MIGOBEAR achieved year-on-year growth rates of 714.5% and 308.9% respectively, highlighting the strong growth momentum.

 

In terms of sales volume, domestic brands hold a clear advantage. QIAOLEXIONG, DILE, and BYBABY ranked top three by unit sales, collectively accounting for 18.9% of total category volume. Leveraging competitive pricing and designs tailored to local consumer needs, these brands have firmly secured their position in the mass market segment.

 

03 Emerging Brands: Gaining Ground in Niche Segments

 

January saw several emerging brands enter the Top 20, reflecting growing dynamism in the category. Brands such as CHICHAHU, PEKBOO, and BOLINBOLON have gained attention by focusing on value-oriented segments and differentiated functionality. Products designed for specific scenarios—such as foldable high chairs suitable for both restaurants and households—are gaining increasing popularity.

 

CHICHAHU High Chair

 

04 Rising Brands: New Products Drive Market Momentum

 

Emerging brands and high-potential products are becoming important growth drivers in the category. Several brands entered the Top 100 sales rankings for the first time during the reporting period.

 

From a product perspective, new launches within the past six months have shown strong performance. New products from brands such as QIAOLEXIONG, KELUBI, and BABUMAO have entered the Top 100 by revenue, driven by strong price competitiveness and clearly defined functional positioning. Notably, all of these products come from brands outside the top three, suggesting that the crib market still offers significant opportunities in niche segments, where small and mid-sized brands can achieve breakthroughs through new product development.

 

QIAOLEXIONG Portable Multifunctional Baby High Chair

 

05 Bestselling Products: Premium Drives Revenue, Value Drives Volume

 

Competition at the individual product level reveals a clear divide between revenue leaders and volume leaders. The top 10 products by revenue and top 10 by unit sales show almost no overlap, highlighting different drivers of success across price segments.

 

Among the top 10 revenue-generating items, five are priced above $140 USD and three fall between $83 and $140 USD, together accounting for 27.1% of category revenue, highlighting the role of high-end products as key drivers of revenue growth.

 

Best-selling items typically share several common characteristics, including multifunctional design, strong brand influence, and high value-added features. BABYCARE’s transformable high chair, priced at around $83 USD, ranks first with a 5.2% share of category revenue, becoming a mid-to-high-end bestseller thanks to its advantages of multifunctionality and safety features. In addition, HAGADAY’s 2-in-1 rocker high chair enhances its appeal through value-added services, including free SF Express shipping and a complimentary three-piece feeding set.

 

BYBABY High Chair

 

HAGADAY Rocking High Chair

 

Conclusion

 

The report highlights how consumption upgrading is reshaping China’s baby products market. Parents are increasingly willing to invest in products that offer higher standards of safety, durability, and design quality, and the premium segment—particularly products priced above $140 USD—is expected to maintain strong growth.

 

At the same time, demand is shifting toward scenario-based products such as multifunctional, foldable, and portable designs. Segmented products such as dual-use high chairs for both commercial and household settings, 2-in-1 models for learning to sit and feeding, and foldable portable high chairs are increasingly gaining popularity in the market.

 

Leveraging designs tailored to local consumer needs, competitive pricing, and flexible marketing strategies, domestic brands are rapidly expanding their presence in the mid-to-high-end segment. Going forward, Chinese players will need to continue investing in product quality upgrades, functional innovation, and brand building to move beyond the perception of low-price competition and transition toward a quality- and brand-driven positioning.

 

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