In September 2023, sales of overseas food and supplements on the Alibaba platform fell to approximately 1.3 billion yuan, with monthly sales totaling about 6.33 million. Swisse from Australia remained the sales champion among overseas brands, while Aucrioste from the United States emerged as a dark horse brand in September.

The sales of selenium supplements, which focus on anti-radiation and improving immunity, increased by more than 60% compared to August. Japan’s ongoing release of treated radioactive water into the ocean has raised concerns about nuclear radiation. Molecular and cellular studies have revealed that selenium protects various normal cells against radiation and enhances immunity. As a result, selenium supplements have garnered significant consumer attention, with Folotto being the most popular brand among selenium products in September.
As reported by BBC News, the entire process of releasing Fukushima’s wastewater will span at least 30 years, indicating that human populations will face prolonged health risks from nuclear radiation in the forthcoming decades. Therefore, the demand for health supplements that mitigate radiation damage is expected to expand in the future.

September 2023 Highlights

  • Overseas heart health supplements experienced a sales drop following a surge in August but continued to dominate the market, with sales exceeding 258 million yuan and a market share of 19.24%. Beauty supplements ranked as the second most popular category among overseas food and supplements, with sales of nearly 189 million yuan and a market share of 14.08%. It is noteworthy that selenium supplements have garnered increasing market attention.
  • Swisse continued to maintain its dominance in sales. The American brand Aucrioste emerged as a dark horse brand in September. This marks the first time since 2023 that Aucrioste entered the top ten list, with sales totaling 32.27 million yuan, ranking just behind Blackmores.
  • There was a notable surge in demand for oral whitening supplements, with various whitening pills dominating the best-selling product list. Additionally, in September 2023, Folotto’s selenium tablet, featuring “anti-radiation” as its selling point, secured the fifth spot on the sales list. The demand for health supplements that mitigate radiation damage is expected to continue growing.

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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.