China Health & Food Supplements Industry Report

This free industry report covers all the major bases for overseas companies looking to sell health and food supplements (such as vitamin tablets, diet pills, or protein powders) to China, an exciting market for these types of products. China is a massive market for almost anything, and indeed the market size for health supplements is considerable – but industry insiders and experts believe it has reached only a fraction of its future potential.

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Previously, health supplement was a difficult industry to enter from abroad. However, in recent years, the supervision of health supplements imported through cross-border eCommerce is not as strict as that of the domestic ones, and the market entry through CBEC has the advantages of quicker process, lower cost in terms of taxation and fast logistics services. For many overseas brands, these advantages provide convenient conditions for entering the China market.

2024 Latest Update

In 2020, TMO launched the first version of the “China Health & Food Supplements Industry Report”, presenting overseas brands with a handy guide to China, its consumers, and the state and future of its health supplements market. With the improvement of the health literacy level of Chinese residents in the post-pandemic era, the public has paid more attention to personal health. Therefore, in 2024, we’ve thoroughly updated the report. Apart from the comprehensive data update, we’ve also enriched the content in the following aspects:
  • Industry trends in the post-pandemic era: Post-pandemic era sees an expanded demand for health products across all age groups in China. We conducted in-depth research in changes in consumer preferences, especially sees the shifting needs of modern Chinese women and the elderly population. Consumer needs, information & purchase channels are covered in details.
  •  New successful market entry case studies: Based on the sales data insights and research accumulated in recent years, we selected several overseas health supplement brands that have gained favor from consumers in the Chinese market in recent years and have followed the trend of eCommerce digitalization. TMO summarizes the key factors for each brand’s success, covering aspects including positioning, product selection, marketing, etc.
In addition, a section focusing on overseas health supplements market is updated, the data from Alibaba platforms giving you an overview of what happened in 2023’s health supplement e-commerce market. We also expanded the part of leading cross-border online marketplaces with details of store setup, fees and logistics. If you’re interested in the 2024 latest version of industry report, come to download right now!
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Over its 100 pages, this report provides a comprehensive look at the China health supplements market, analysis on the best ways to sell in China, the latest trends and forecasts for the future, and an example roadmap to entering the China market.
  • Market size and potential: including information from up-to-date sources, research agencies, and first-hand research on leading platforms such as Alibaba’s Taobao
  • A look at the competitive environment: examining brand dominance in the market as whole and the four market segments individually (VMS, weight management and wellbeing, sports nutrition, herbal/traditional products)
  • Details on the best-performing sales channels: from traditional channels like supermarkets and pharmacies to modern online channels, and direct selling which mixes both
  • Introduction to the leading cross-border marketplaces: four major online marketplaces: Tmall Global, JD Worldwide, Kaola and Xiaohongshu are introduced with platform details attached in the appendix
  • Detailed breakdowns on Chinese health supplement consumers: covering three main consumer groups: the elderly, young & middle-aged women and Gen Z, covering aspects of consumer needs, information & purchase channels and consumption trends
  • An overview of relevant industry regulations: touching on milestone events or laws and regulations in China’s health supplement industry in recent years, including the use of health supplements labels, advertising of health supplements, registration and filling process, etc.
  • TMO’s China Health Supplement Market Entry Road Map: an example process from interest in the market to capitalizing on success and expanding your company’s presence
  • Overseas brand case studies: providing insights from the cases of three typical health supplement brands with different brand positioning successfully entering China market
In summary, we detected five major development trends in China’s health supplement market for the near future:
  1. An accelerated aging population in China drives growth in cardiovascular health, and bone health markets, with increased demand for krill oil among consumers.
  2. Post-pandemic era sees an expanded demand for immune-boosting health products across all age groups in China.
  3. Modern Chinese women show strong investment willingness in health and wellness, with promising prospects for beauty, weight management, and anti-aging health supplements.
  4. A post-pandemic surge in fitness enthusiasm among the Chinese populace indicates significant potential for sports nutrition health supplements in the future.
  5. High acceptance of the “homology of medicine and food” concept presents ample market opportunities for targeting both elderly and young demographics.
This report will be updated annually. Additionally, to stay on top of the latest info on the industry, check out our monthly data packs, available right here. ) [_highlight_gallery] => Array ( [0] => field_65b18d6f62845 ) [highlight_gallery] => Array ( [0] => a:4:{i:0;s:5:"86500";i:1;s:5:"86499";i:2;s:5:"86498";i:3;s:5:"86497";} ) [_highlight_popup] => Array ( [0] => field_65b18d7f62846 ) [highlight_popup] => Array ( [0] => 1 ) [_related_downloads] => Array ( [0] => field_65b18dfcc580d ) [related_downloads] => Array ( [0] => ) [_banner_link_1] => Array ( [0] => field_65b18eda3aab7 ) [banner_link_1] => Array ( [0] => /contact/ ) [_banner_link_2] => Array ( [0] => field_65b18f013aab8 ) [banner_link_2] => Array ( [0] => ) [_qa] => Array ( [0] => field_65b18f2c3aabb ) [_qa_0_question] => Array ( [0] => field_65b18f3b3aabc ) [qa_0_question] => Array ( [0] => Which payment methods are currently available to purchase a resource? ) [_qa_0_answer] => Array ( [0] => field_65b18f433aabd ) [qa_0_answer] => Array ( [0] => At the moment we only support credit card payments. However, in the near future this will be expanded to include other popular methods such as WeChat Pay and Alipay. ) [_qa_1_question] => Array ( [0] => field_65b18f3b3aabc ) [qa_1_question] => Array ( [0] => What should I do if I have not received my email or my payment failed? ) [_qa_1_answer] => Array ( [0] => field_65b18f433aabd ) [qa_1_answer] => Array ( [0] => If you encounter any problems throughout the ordering process, get in touch with us. You can reach us through our online customer service. Alternatively, you can send an email to info@tmogroup.asia or give us a call at +86 (0)21 617 00 396. ) [_qa_2_question] => Array ( [0] => field_65b18f3b3aabc ) [qa_2_question] => Array ( [0] => If my payment was successful, can I receive an invoice? ) [_qa_2_answer] => Array ( [0] => field_65b18f433aabd ) [qa_2_answer] => Array ( [0] => TMO Group can provide an invoice for purchase of the guides. If you need an invoice, please send a request by email to info@tmogroup.asia with the detailed company information for the invoice and the payment receipt. 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However, in recent years, the supervision of health supplements imported through cross-border eCommerce is not as strict as that of the domestic ones, and the market entry through CBEC has the advantages of quicker process, lower cost in terms of taxation and fast logistics services. For many overseas brands, these advantages provide convenient conditions for entering the China market. ) [_download_description_0_content] => Array ( [0] => field_5b399a6b21e4d ) [download_description_1_title] => Array ( [0] => 2022 Latest Update ) [_download_description_1_title] => Array ( [0] => field_5b399a5d21e4c ) [download_description_1_content] => Array ( [0] => In 2020, TMO launched the first version of "China Health & Food Supplements Industry Report", presenting overseas brands with a handy guide to China, its consumers, and the state and future of its health supplements market. With the improvement of the health literacy level of Chinese residents year by year, and the influence of the epidemic, the public has paid more attention to personal health. Therefore, in 2022, we've decided to thoroughly upgrade the report. Apart from the comprehensive data update, we've also enriched the content and added the following chapters:
  • The Chinese Consumer: We conducted in-depth research on the consumes of health supplements in China and divided them into three main groups: the elderly, young & middle-aged women and Gen Z. For each group, the aspects of consumer needs, information & purchase channels and consumption trends are covered in detail.
  • Health Supplements Regulations: For overseas brands, it is a must to learn about the industry-related codes and regulations before entering the China health supplement market. This chapter lists milestone events or laws in China's health supplement industry in recent years for your reference.
In addition, a new section focusing on overseas health supplements market is added, the data from Alibaba platforms giving you an overview of what happened in 2021's health supplement e-commerce market. We also expanded the part of leading cross-border online marketplaces with details of store setup, fees and logistics. If you're interested in the 2022 latest version of industry report, come to download right now! ) [_download_description_1_content] => Array ( [0] => field_5b399a6b21e4d ) [download_description_2_title] => Array ( [0] => ) [_download_description_2_title] => Array ( [0] => ) [download_description_2_content] => Array ( [0] => ) [_download_description_2_content] => Array ( [0] => ) [related_section_related_downloads_1_download] => Array ( [0] => 35076 ) [_related_section_related_downloads_1_download] => Array ( [0] => field_5b39a37f8493b ) [related_section_related_downloads_2_download] => Array ( [0] => 54064 ) [_related_section_related_downloads_2_download] => Array ( [0] => field_5b39a37f8493b ) [_yoast_wpseo_primary_download_category] => Array ( [0] => 146 ) [_edd_download_limit_override_41775] => Array ( [0] => ) [_wp_old_slug] => Array ( [0] => [1] => china-health-supplements-industry-report-2 ) [_dp_original] => Array ( [0] => 37394 ) [download_description_3_title] => Array ( [0] => ) [_download_description_3_title] => Array ( [0] => ) [download_description_3_content] => Array ( [0] => ) [_download_description_3_content] => Array ( [0] => ) [download_description_4_image_row_0_image] => Array ( [0] => ) [_download_description_4_image_row_0_image] => Array ( [0] => ) [download_description_4_image_row_0_lightbox] => Array ( [0] => ) [_download_description_4_image_row_0_lightbox] => Array ( [0] => ) [download_description_4_image_row_0_gallery] => Array ( [0] => ) [_download_description_4_image_row_0_gallery] => Array ( [0] => ) [download_description_4_image_row_0_row_id] => Array ( [0] => ) [_download_description_4_image_row_0_row_id] => Array ( [0] => ) [download_description_4_image_row_1_image] => Array ( [0] => ) [_download_description_4_image_row_1_image] => Array ( [0] => ) [download_description_4_image_row_1_lightbox] => Array ( [0] => ) [_download_description_4_image_row_1_lightbox] => Array ( [0] => ) [download_description_4_image_row_1_gallery] => Array ( [0] => ) [_download_description_4_image_row_1_gallery] => Array ( [0] => ) [download_description_4_image_row_1_row_id] => Array ( [0] => ) [_download_description_4_image_row_1_row_id] => Array ( [0] => ) [download_description_4_image_row] => Array ( [0] => ) [_download_description_4_image_row] => Array ( [0] => ) [download_description_4_title] => Array ( [0] => What Will You Find in This 2022 Industry Report? ) [_download_description_4_title] => Array ( [0] => field_5b399a5d21e4c ) [download_description_4_content] => Array ( [0] =>
Over its 90 pages, this report provides a comprehensive look at the China health supplements market, analysis on the best ways to sell in China, the latest trends and forecasts for the future, and an example roadmap to entering the China market.
.
  • Market size and potential: including information from up-to-date sources, research agencies, and first-hand research on leading platforms such as Alibaba's Taobao
  • A look at the competitive environment: examining brand dominance in the market as whole and the four market segments individually (VMS, weight management and wellbeing, sports nutrition, herbal/traditional products)
  • Details on the best-performing sales channels: from traditional channels like supermarkets and pharmacies to modern online channels, and direct selling which mixes both
  • Introduction to the leading cross-border marketplaces: four major online marketplaces: Tmall Global, JD Worldwide, Kaola and Xiaohongshu are introduced with platform details attached in the appendix
  • Detailed breakdowns on Chinese health supplement consumers: covering three main consumer groups: the elderly, young & middle-aged women and Gen Z, covering aspects of consumer needs, information & purchase channels and consumption trends
  • An overview of relevant industry regulations: touching on milestone events or laws and regulations in China's health supplement industry in recent years, including the use of health supplements labels, advertising of health supplements, registration and filling process, etc.
  • TMO's China Health Supplement Market Entry Road Map: an example process from interest in the market to capitalizing on success and expanding your company's presence
  • Overseas brand case studies: providing insights from the cases of three typical health supplement brands with different brand positioning successfully entering China market
This report will be updated annually. Additionally, to stay on top of the latest info on the industry, check out our monthly data packs, available right here. ) [_download_description_4_content] => Array ( [0] => field_5b399a6b21e4d ) [download_description_6_image_row_0_image] => Array ( [0] => ) [_download_description_6_image_row_0_image] => Array ( [0] => ) [download_description_6_image_row_0_lightbox] => Array ( [0] => ) [_download_description_6_image_row_0_lightbox] => Array ( [0] => ) [download_description_6_image_row_0_gallery] => Array ( [0] => ) [_download_description_6_image_row_0_gallery] => Array ( [0] => ) [download_description_6_image_row_0_row_id] => Array ( [0] => ) [_download_description_6_image_row_0_row_id] => Array ( [0] => ) [download_description_6_image_row_1_image] => Array ( [0] => ) [_download_description_6_image_row_1_image] => Array ( [0] => ) [download_description_6_image_row_1_lightbox] => Array ( [0] => ) [_download_description_6_image_row_1_lightbox] => Array ( [0] => ) 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From preliminary eCommerce scans that inform your market entry strategy, to monthly data checks, and long-term monitoring, we offer custom data collection and analysis to help identify your industry's market structure, pricing, top competitors, trends, and more. To learn more, navigate to our "Data Service" page in the main menu or contact us to discuss your data needs. ) )

What Will You Find...

Previously, health supplement was a difficult industry to enter from abroad. However, in recent years, the supervision of health supplements imported through cross-border eCommerce is not as strict as that of the domestic ones, and the market entry through CBEC has the advantages of quicker process, lower cost in terms of taxation and fast logistics services. For many overseas brands, these advantages provide convenient conditions for entering the China market.

2024 Latest Update

In 2020, TMO launched the first version of the “China Health & Food Supplements Industry Report”, presenting overseas brands with a handy guide to China, its consumers, and the state and future of its health supplements market. With the improvement of the health literacy level of Chinese residents in the post-pandemic era, the public has paid more attention to personal health. Therefore, in 2024, we’ve thoroughly updated the report. Apart from the comprehensive data update, we’ve also enriched the content in the following aspects:

  • Industry trends in the post-pandemic era: Post-pandemic era sees an expanded demand for health products across all age groups in China. We conducted in-depth research in changes in consumer preferences, especially sees the shifting needs of modern Chinese women and the elderly population. Consumer needs, information & purchase channels are covered in details.
  •  New successful market entry case studies: Based on the sales data insights and research accumulated in recent years, we selected several overseas health supplement brands that have gained favor from consumers in the Chinese market in recent years and have followed the trend of eCommerce digitalization. TMO summarizes the key factors for each brand’s success, covering aspects including positioning, product selection, marketing, etc.

In addition, a section focusing on overseas health supplements market is updated, the data from Alibaba platforms giving you an overview of what happened in 2023’s health supplement e-commerce market. We also expanded the part of leading cross-border online marketplaces with details of store setup, fees and logistics.

If you’re interested in the 2024 latest version of industry report, come to download right now!

Highlights

Over its 100 pages, this report provides a comprehensive look at the China health supplements market, analysis on the best ways to sell in China, the latest trends and forecasts for the future, and an example roadmap to entering the China market.
  • Market size and potential: including information from up-to-date sources, research agencies, and first-hand research on leading platforms such as Alibaba’s Taobao
  • A look at the competitive environment: examining brand dominance in the market as whole and the four market segments individually (VMS, weight management and wellbeing, sports nutrition, herbal/traditional products)
  • Details on the best-performing sales channels: from traditional channels like supermarkets and pharmacies to modern online channels, and direct selling which mixes both
  • Introduction to the leading cross-border marketplaces: four major online marketplaces: Tmall Global, JD Worldwide, Kaola and Xiaohongshu are introduced with platform details attached in the appendix
  • Detailed breakdowns on Chinese health supplement consumers: covering three main consumer groups: the elderly, young & middle-aged women and Gen Z, covering aspects of consumer needs, information & purchase channels and consumption trends
  • An overview of relevant industry regulations: touching on milestone events or laws and regulations in China’s health supplement industry in recent years, including the use of health supplements labels, advertising of health supplements, registration and filling process, etc.
  • TMO’s China Health Supplement Market Entry Road Map: an example process from interest in the market to capitalizing on success and expanding your company’s presence
  • Overseas brand case studies: providing insights from the cases of three typical health supplement brands with different brand positioning successfully entering China market
In summary, we detected five major development trends in China’s health supplement market for the near future:
  1. An accelerated aging population in China drives growth in cardiovascular health, and bone health markets, with increased demand for krill oil among consumers.
  2. Post-pandemic era sees an expanded demand for immune-boosting health products across all age groups in China.
  3. Modern Chinese women show strong investment willingness in health and wellness, with promising prospects for beauty, weight management, and anti-aging health supplements.
  4. A post-pandemic surge in fitness enthusiasm among the Chinese populace indicates significant potential for sports nutrition health supplements in the future.
  5. High acceptance of the “homology of medicine and food” concept presents ample market opportunities for targeting both elderly and young demographics.

This report will be updated annually. Additionally, to stay on top of the latest info on the industry, check out our monthly data packs, available right here.

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Questions & Answers

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At the moment we only support credit card payments. However, in the near future this will be expanded to include other popular methods such as WeChat Pay and Alipay.

What should I do if I have not received my email or my payment failed?

If you encounter any problems throughout the ordering process, get in touch with us. You can reach us through our online customer service. Alternatively, you can send an email to info@tmogroup.asia or give us a call at +86 (0)21 617 00 396.

If my payment was successful, can I receive an invoice?

TMO Group can provide an invoice for purchase of the guides. If you need an invoice, please send a request by email to info@tmogroup.asia with the detailed company information for the invoice and the payment receipt. Once we receive, we can issue the digital invoice and send it to you via e-mail within 10 working days.

I need specific data about my industry, do you offer customized reports?

Yes! From preliminary eCommerce scans that inform your market entry strategy, to monthly data checks, and long-term monitoring, we offer custom data collection and analysis to help identify your industry's market structure, pricing, top competitors, trends, and more. To learn more, navigate to our "Data Service" page in the main menu or contact us to discuss your data needs.
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