In August 2023, sales of overseas food & supplements on the Alibaba platforms rebounded, with monthly sales reaching 1.9 billion yuan, an increase of 35.1% compared to the previous month.
Recently, the Japanese nuclear wastewater discharge incident has attracted high attention from all sectors of Chinese society, causing concerns about nuclear radiation, especially regarding the quality and safety of marine food in the future. As DHA, which improves memory and brain health, is primarily extracted from marine fish, seaweed, and other marine organisms, there has been a trend of hoarding DHA products among Chinese consumers, especially among student parents. Similarly, krill oil products, which are also related to the ocean, are also on the hoarding list. Responding to consumers’ hoarding behavior, merchants on the platform have launched a large number of multi-bottle packaging products such as “annual packaging” and “periodic packaging,” which have further pushed up the sales trend.
In August 2023, driven by this panic hoarding trend, the market share of overseas heart health supplements (including DHA/fish oil/prawn oil, and other sub-categories) further increased. In terms of brands, Reaps saw a fourfold increase in sales and became the second-highest selling brand in August, showing strong momentum catching up to the leading overseas brand Swisse.

August 2023 Highlights

  • Overseas heart health supplements continue to maintain their leading advantage, with sales exceeding 500 million yuan and market share reaching 26.34%. Additionally, it is worth noting that sales of overseas respiratory nutrition supplements, which care for lung health, have reached a new high, with sales totaling 27.83 million yuan, demonstrating a significant increase of 394% compared to the previous year.
  • Swisse continues to lead the sales ranking, with sales of approximately 200 million yuan in August 2023, a 39.17% increase compared to July 2023. It is worth mentioning that the sales of the second-ranking brand, Reaps, skyrocketed from 29.58 million yuan in July to 130 million yuan, significantly narrowing the gap with Swisse. American brands Allnature and Folotto continue to maintain good sales performance since entering the top ten sales ranking in July.
  • There is a surge in demand for fish oil, seaweed oil and krill oil products. Under the influence of the Japanese nuclear wastewater discharge incident, Chinese consumers have started to stock up on marine-related health supplements. The most outstanding product in sales in August is Folotto’s DHA seaweed oil, which occupies two positions on the top five sales list. Also in high demand in August was Reaps’ Antarctic krill oil, with the launch of multi-bottle packaging products driving sales.

Please download the report for free and find comprehensive information on product price ranges, popular product characteristics, top 10 cross-border stores, and more!

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.