Highchair Average Price Up 13.5%: STOKKE Holds No. 1, BUDDY BUZZY Enters the Top Four

The China Toy & Juvenile Products Association (CTJPA) has released the May 2026 E-Commerce Platform Data Analysis Report – Baby High Chairs. The report reveals three core characteristics of the baby high chair segment: the average price surged 13.48% year on year, the sales concentration ratio of the TOP5 brands rose to 60.59%, and BUDDY BUZZY climbed to the 4th position in the industry.

01 Average Price Up 13.48% YoY as Consumer Demand Shifts Toward Premium Products

In May 2026, the average selling price of baby high chairs on Tmall increased by 13.48 percentage points year on year, ranking among the highest growth rates across juvenile product categories such as child car seats, cribs, and playpens. This trend reflects the migration of Chinese parenting families toward higher-quality products.

Average Selling Price & YoY Growth of Juvenile Products on Tmall, May 2026

The price band data clearly reveals the underlying logic behind the rising average price. The high-end price segment has expanded significantly in sales share. Compared with the same period in 2025, the sales share of products priced above 1,000 RMB rose from 38.29% to 47.83%, an increase of nearly 10 percentage points. In contrast, the sales shares of mid-to-low-end segments (600–1,000 RMB and below 300 RMB) declined simultaneously, while the 200–600 RMB mid-range segment saw minor fluctuations.

Sales Share of Baby High Chairs by Price Range on Tmall, May 2026

Product value restructuring underpins the price increase. New-generation parents no longer seek only basic dining functions; demand for full-cycle growth adjustment, imported solid wood materials, ergonomic design, home-integrated aesthetics, and safety and environmental certifications has risen notably. The average prices of mainstream bestsellers from STOKKE, HAGADAY and BUDDY BUZZY reach 3,399.8 RMB, 1,316.9 RMB, and 848.6 RMB respectively. Modular, multi-functional, and long-lasting growth chairs are gradually replacing disposable simple high chairs, and the added product value has significantly lifted the industry's average price.

02 Top 5 Brand Concentration Surges to 60.59%
The sales concentration ratio of the TOP5 brands has shown a steep upward curve over the past six months, climbing from 40.25% in December 2025 to 60.59% in May 2026, a monthly increase of over 18 percentage points.

Sales Concentration Trend of Top Baby High Chair Brands (Past 6 Months)

Top brands possess full-chain competitive barriers. Represented by the top five — STOKKE, HAGADAY, NUSKIN, BUDDY BUZZY, and BABYCARE — leading brands simultaneously hold multiple advantages in hit product creation, supply chain, brand mindshare, and platform traffic. STOKKE's single growth chair contributes 20.7% of the total category sales, while HAGADAY has multiple thousand-yuan products in the TOP10 sales ranking. Leading brands continue to win the market through flagship products.

TOP10 Best-selling Baby High Chairs on Tmall by Sales Revenue, May 2026

03 STOKKE Retains No.1 Position, BUDDY BUZZY Breaks into the Top Four

STOKKE has ranked among the TOP20 brands on Tmall for six consecutive months, claiming the top spot in industry sales in May 2026 with a single-brand sales share of 29.65%, accounting for nearly one-third of total revenue and maintaining a leading market position.

STOKKE's core advantage lies in its accumulated R&D expertise in growth chairs. Its classic TrippTrapp solid wood growth chair features mature ergonomic patents, adapts to the full growth cycle from 6 months to 8 years old, and its light luxury design complements various home decoration styles, precisely meeting the demands of high-net-worth middle-class families. With its single hit product contributing 20.7% of sales, STOKKE continues to lead other baby high chair products, and its brand barrier in the high-end market remains difficult to shake in the short term.

STOKKE Growth Chair

Different from STOKKE's high-end positioning, BUDDY BUZZY focuses on cost-effective growth high chairs. Leveraging its brand reputation accumulated from car seat to achieve category expansion, the brand has become a representative breakthrough player in the baby high chair segment this month. BUDDY BUZZY's ranking rose by 2 positions month on month to 4th place, with a sales share of 5.31% and a year-on-year sales surge of 102.6%, far outpacing other TOP5 brands in growth rate.

BUDDY BUZZY Baby High Chair

BUDDY BUZZY launched its Magic growth chair in February 2026. Within just three months of launch, the product broke into the TOP3 in sales, contributing 4.4% of industry sales and ranking 6th in sales volume, achieving a dual breakthrough in both sales volume and sales revenue. Precisely targeting young mothers born after 1995 and 2000, and combining an affordable price under 1,000 RMB, minimalist and high-appearance design, and multi-functional growth features, BUDDY BUZZY breaks through with a differentiated product strategy and builds its exclusive core competitiveness.