Chongqing—Japanese brand Yonex will raise shuttlecock prices by 30 to 40 yuan (about $4.20 to $5.60 USD) from August 1, nearly doubling prices in two years. The move sparks debate in China, where badminton ranks second in popularity after power walking, with 250 million participants of all ages.

Consumers compare and select badminton products. (Photo/Wang Yifei)

Yonex's latest price adjustment follows a broader trend. Since 2023, its AS-05 model rose from under 100 yuan to 275 yuan per tube, a 100% increase in less than 24 months. Other leading brands, including Victor, joined a collective price hike this April, raising costs by 5% to 29%.

"Prices have stayed high since the last wave two years ago, driven by rising material costs," said an employee of a Decathlon store in Beijing.

Yonex and other brands cite soaring raw material costs in official notices. China's poultry industry, which supplies the feathers, is primarily geared toward meat production. Feather output also declined as the demand for duck and goose meat fell from 2020 to 2023 due to rising pork availability.

According to the China Animal Agriculture Association, China's commercial duck output dropped from 4.87 billion in 2019 to 4.22 billion in 2024, while goose numbers fell from 634 million to 569 million.

Feather quality has also suffered. Shortened breeding cycles mean ducks are slaughtered before developing the sturdy feathers needed for high-quality shuttlecocks. The number of long-cycle ducks suitable for feather harvesting has dropped from 2 billion in 2019 to 1.2 billion in 2023, a 40% decrease. The price of high-grade feathers rose from 200 yuan per jin (500g) in 2023 to around 300 yuan in 2024.

Shuttlecocks on the market. (Photo/Wang Yifei)

Despite rising costs, badminton's popularity in China shows no signs of slowing. A Decathlon staff member in Beijing added, "Even before and after the price hikes, sales volume hasn't changed much. People who love the sport keep buying."

Mr. Chen, a casual player, agreed. "The model I use has gone up by about 15 yuan," he said. "But since I only play on weekends, I don't buy often, so it's manageable."

According to consulting firm Market Monitor, the global badminton market reached 7.15 billion yuan in 2023 and is projected to grow to 10.5 billion yuan by 2029, with a compound annual growth rate of 5.8%. As the upstream feather shortage persists, shuttlecock prices will likely remain elevated.

Yonex's latest financial report for FY2025 shows the company achieved record-breaking net sales, climbing 18.8% to 138.2 billion yen. Operating profit also rose by 22.1% to 14.1 billion yen. The company credited the Paris Olympics and other international events for boosting global interest.

A closer look at the report reveals that the Asian market, led by the Greater China area (usually combining the Chinese mainland, Hong Kong, Macau, and Taiwan), was the main contributor to this record performance. Asia accounted for 49.2% of total revenue, surpassing Japan's 42% share.

The rise in popularity has transformed badminton into more than just a pastime. On platforms like Xiaohongshu, the hashtag "#BadmintonOOTD" (Outfit of the Day) has racked up over 1 billion views. High-end shuttlecocks are increasingly seen as social accessories, with players gravitating toward brands like Yonex and RSL for their durability and feel.

With natural feather supplies under strain, synthetic alternatives are gaining ground. Products like Victor's Carbonsonic series and nylon shuttlecocks are beginning to reshape the market. Industry watchers say future segmentation is likely: high-end feather shuttlecocks will remain the choice for elite players, while synthetic options may dominate the entry and mid-level markets.

Savills' China's Sports Retail Scene report, released on July 7, reinforces this trend. It highlights how rising health awareness and sports participation are reshaping retail landscapes. Sports goods sales surged 25.4% year-on-year in Q1 2025, the fastest growth in three years. Malls are dedicating more space to sports brands, and niche sports like badminton are increasingly central to lifestyle and retail experiences.