Chinese maternal and child products are becoming a core driver of growth in the Saudi e-commerce market. Children aged 0-14 account for 32.4% of Saudi's population, with an annual birth rate in the millions. Annual spending per child is five times that of Europe and the US. The maternal and child market is projected to exceed $30 billion by 2025, growing at an annual rate of 28%. E-commerce channels are a significant driver: the GMV of Noon's maternal and child category surged 127% year-on-year in 2024, while baby product sales on Amazon Saudi grew 21.5% annually, with Chinese products capturing a substantial share.
Sales are underpinned by three main categories: In essential fast-moving consumer goods, Saudi's diaper market reached $500 million in 2023, with Chinese brands ranking in the e-commerce top 10 due to high absorbency – for instance, the "Generic" electric breast pump sells over 1,000 units monthly. Scenario-specific products perform exceptionally well: UV-protective strollers sell over 500,000 units annually, customized Ramadan baby food boosted a single store's monthly sales from $5,000 to $500,000, and Arabic-language early education devices remain highly sought-after even with a 200% price premium. In toys, Chinese products hold a 72% market share, with annual imports of children's vehicles totaling $16.26 million and smart toys growing three times faster than traditional categories.
Regarding channels, TikTok Arabic livestreams have proven highly effective. One brand's "abaya-clad mom demo" of a constant-temperature sleep sack achieved a single-session ROI of 1:8.7. Brands like Babycare have achieved "over 10,000 daily unit sales in a single store" on Noon. However, breaking through barriers like SASO certification and Halal labeling is necessary. Collaborating with local KOLs for "desert parenting tests" – such as a viral video on mosquito-repellent sun-protective clothing driving a 300% weekly sales increase – has proven successful.
Looking ahead, as Saudi's maternal and child market aims for $66 billion by 2030, Chinese companies, adopting a "certification+localization" strategy, are well-positioned to capture emerging growth areas like smart equipment and religiously compliant products.
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