In May 2023, there was a notable increase in sales of overseas food and supplements on Chinese e-commerce platforms, generating revenue of over 1.6 billion yuan, representing a 23.7% month-on-month growth. TMO suggests that the resurgence in health supplement sales can be attributed to several factors, including the improving state of China’s national economy, the influence of the ‘618 Pre-sale Event’ that started on May 24th,and the increasing health awareness among the population. Recent research conducted by CCTV (China Central Television) indicates that health and wellness have now surpassed tourism as the most preferred choice among consumers.

May 2023 Highlights

  • Among the overseas brands, the Australian brand Swisse emerged as the top-selling brand on Taobao and Tmall platforms in May 2023. It achieved remarkable sales revenue, surpassing the second-ranked brand, Blackmores, by nearly four times. Swisse’s calcium and liver products have experienced significant sales success in China. The American brand GNC secured the third position on the sales revenue list. According to TMO’s observation, the success of Australian and American brands in China can be attributed to their strong brand recognition, extensive product variety, and wide availability at different price points in the Chinese market.
  • Fish oil products were very popular in May, securing the top two positions on the sales revenue list. Notably, the highest-grossing product in May was a fish oil product from the Belgian brand WHC. This particular fish oil product is known for its benefits in improving eye health, brain function, and bone strength. WHC has also made its way into the top 10 overseas brands based on sales revenue, indicating a promising growth trajectory.
  • In terms of price distribution, products in the 200-300 yuan range are the most popular in the market, accounting for more than one-fifth of the total market’s monthly sales revenue. 

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.