February is the first month after the new year, but the market for overseas health supplements has not yet shown a clear rebound. The total sales revenue of overseas health supplements on Alibaba’s platforms in February 2024 reached approximately 801 million, which showcased a slight decrease compared to the previous month. In this period, Swisse from Australia, GNC from the United States, and Blackmores from Australia continued to occupy the top three positions in the monthly sales rankings of overseas brands.

February 2024 Highlights

  • In terms of subcategories, overseas heart supplements products account for a market share of 18.30% in February 2024, showing a significant increase from the previous month. Overseas comprehensive nutrient supplements and beauty and nutrition supplements products tied for second place, each with a market share of 13.37%.
  • Regarding brands performance, the market share of overseas health supplements on e-commerce platforms is mainly dominated by Swisse. GNC and Blackmores performed as well as that of last month, securing second and third place respectively. Spain’s Mesoestetic and Puritan’s Pride from the USA entered the top 10 list of brand sales in February, showing impressive performance.
  • In terms of products, the sales revenue of multivitamins/minerals products are booming. In the sales ranking for February, two GNC multivitamins/minerals health products entered the top five in terms of product sales, with one of them being the sales champion of the month. It is worth noting that during the Chinese New Year period in February, a beauty-related dietary supplement from Mesoestetic jumped to second place in sales through live e-commerce, indicating that consumers are increasingly favoring “pleasing oneself” in terms of health. In addition, young women and the silver-haired group may become potential consumers of health supplements in the future. Among the top 10 surging products in February, health supplements for young women and the elderly occupied six out of the top ten positions.


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.