In April 2023, according to data released by the National Bureau of Statistics of China,  China’s  national economy continued to show a positive recovery trend. However, we must recognize that the international environment remains complex and challenging, with significant external pressures and insufficient domestic demand. Therefore, the total sales revenue and total sales volume of cross-border health supplements through e-commerce experienced a slight decline in April 2023, with a decrease of 15.46% and 12.04% compared to the previous month. Nevertheless, cross-border
health supplements still occupied an important position in China’s  health supplement market, accounting for 40.34% of the total revenue in April, amounting to 1.32 billion yuan.

It is worth noting that starting from  the monthly data pack of April 2023, we have excluded data related to fake orders and returns, and optimized the transaction data involving multiple categories. Therefore, the sales data in this report is more accurate compared to previous periods.

April 2023 Highlights

In April 2023, cardiovascular nutrition supplements and beauty supplements had the highest market shares among cross-border health supplement categories, reaching 15.16% and 15.13% respectively, followed by overseas comprehensive nutrient supplements with a share of 11.74%. This data indicates that Chinese consumers have a high level of concern for cardiovascular health and beauty.

There was a strong demand for liver protection pills (thistle-based products) in April 2023. Three out of the top five best-selling products by sales revenue in April were liver protection pills. Furthermore, liver protection pills also occupied a prominent position in the best-selling list based on sales volume, with By-Health and Swisse being the most popular brands in this category.

This data pack includes:

  • Analysis of the month’s trends and biggest winners
  • The month’s best-selling products
  • Sub-category market share
  • Market share by price range
  • Most popular brands
  • Brand price distribution
  • Best-selling product characteristics


Who are these data packs intended for?

These data packs are designed to assist researchers, data analysts, product development professionals, business decision makers, and anyone involved in strategic planning at overseas health supplements companies, or entities and individuals interested in this area. By keeping up with each month’s shifts in sales and consumer behavior, such experts can get a more firm grip on the trends and shifting attitudes in China’s growing and increasingly competitive health supplements market.

For more information, download this month’s data pack today!

As well as our monthly data packs, we also put together a comprehensive guide to the health supplements industry in China, updated annually and available absolutely free right here.

Data upgrade notification:

Starting from the April 2023 monthly Datapack, TMO has optimized and adjusted the data collection methods used in the reports to provide readers with improved content. Readers will observe that the sales data in the data packs reflect a decrease compared to previous packs, albeit with the overall market landscape remaining unchanged. This is due to the enhanced accuracy of data collection, which improves the aggregation results in the following areas:

  • Store Count: The store count is calculated based on actual sales-generating stores, excluding inactive or non-performing stores from the calculation.
  • Product Count: The product count is determined by considering actual sales-generating products measured in terms of Standard Product Units (SPUs), excluding products that have not contributed to sales during the specified period.
  • Sales Volume: The sales volume data has been refined by removing anomalous data points such as fake orders, while also excluding returns and refunds. This ensures that the monthly sales volume reflects a more accurate representation of the actual market situation.
  • Sales Revenue: Due to adjustments in the calculation methodology for product count and sales volume, the monthly sales revenue data has noticeably decreased. TMO removes anomalous data points like fake orders and returns/refunds, resulting in more accurate sales revenue figures.


*Explanation of data deviations:

Although we utilize our own sophisticated and comprehensive algorithmic models for data analysis, it is important to note that there may still be some data deviations due to the nature of data collection and calculation dimensions. Here are a few factors that contribute to these deviations:

  • Overall Collection Dimension: There may be instances where some stores are not yet included in the data collection process, resulting in partial store coverage.
  • Accuracy of Sales Volume Dimension: Rapid delisting of certain products can result in missing relevant data, causing the sales volume to be slightly lower than the actual figures. Additionally, updates to public page data may introduce some delay, resulting in temporal discrepancies in the sales volume.
  • Accuracy of Sales Revenue Dimension: Some information, such as store-specific member coupons or platform-wide discounts, may not be accessible through public pages. The calculation of prices for multiple SKUs related to promotional coupons can introduce variations, leading to deviations in the accuracy of sales revenue calculations.

Overall data accuracy ranges from 80% to 95%, with some brands or stores exhibiting larger variances. 

Readers are advised to approach the data with caution and use it as a reference rather than an absolute measure.