The health supplement market in China requires a keen understanding of consumer preferences and trends. Based on current market dynamics and consumer behavior, here are 20 of the most popular types of health supplements in China:

Survey done by GMA , Most popular health supplements products in China June-august 2024
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- Multivitamins: Essential for overall wellness in China, providing a broad range of nutrients that might be missing from the diet.
- Omega-3 Fatty Acids: Popular for their benefits to blood health heart supplement and cognitive function, commonly sourced from fish oil or flaxseed oil.
- Diet suppelement, useful in a country where girls want to be as skinny as possible
- Probiotics: Widely used for improving digestive health and boosting the immune system.
- Vitamin D: Crucial for bone health and immune function, especially popular in regions with less sunlight or manage stress.
- Traditional Chinese Medicine (TCM) Blends: Herbal formulas tailored for various health concerns, deeply rooted in local culture.
- Protein Powders: Favored by the fitness-conscious population for muscle building and recovery.
- Collagen & beauty Supplements: Sought after for their benefits to skin health and anti-aging properties.
- Calcium: Essential for bone health, often combined with Vitamin D for enhanced absorption.
- Ginseng: A traditional remedy known for its energy-boosting and immune-strengthening effects.
- B-Complex Vitamins: Important for energy metabolism and maintaining good health of skin, hair, and eyes.
- Coenzyme Q10 (CoQ10): Known for its role in energy production and antioxidant properties, particularly popular among older adults.
- Iron Supplements: Commonly used to combat iron deficiency anemia, particularly among women and children.
- Zinc & Magnesium: Supports immune function and has powerful antioxidant properties, making it popular during cold and flu seasons.
- Green Tea Extract: Valued for its antioxidant properties and potential to aid in weight management.
- Garlic Supplements: Used for cardiovascular health and its natural antibiotic effects.
- Glucosamine: Often used by individuals suffering from joint pain or conditions like osteoarthritis.
- Melatonin: Increasingly popular for helping with sleep disorders or jet lag.
- Astaxanthin(antioxidant ) : Known for its powerful antioxidant properties, often used for skin health and anti-aging and all NMN
- immunity Lingzhi (Reishi Mushroom): A type of mushroom used in TCM for boosting immunity.
- Magnesium: Important for muscle and nerve function, as well as a healthy immune system, also known for its role in stress reduction.
These supplements represent a large range of health needs, from general wellness to specific concerns like heart health, immunity, skin care, anti moscito and fitness recovery. The diversity in this list reflects the broad spectrum of consumer health interests in China, or niche market like sex supplement, allergies emphasizing the importance of tailored health solutions in this vast market.
Expert Tips
“Marcus Zhan : Douyin is the key driven sales in China these days, influencers, livestreaming are best way to make consumers discover products”
Philip CEO GMA : Influencers I prefer to choose top at beginning, I prefer very suitable for the brand. And it takes time and money to optimize the results, multiplcation of cross action will deeply influence chinese consumers to make the first purchase.
Olivier VEROT: Reviews, KOL comments, media overview of brands all this is Called e-reputation of brands that is necessary for a brand to convince people to buy your products, 200% more effective in health products. nobody wants to buy and eat shitty products , in China, and all over the world 😉
Alexis Girard , health consultant: use ecommerce platforms to sell in China , and there is a level of trust to get to integrate these ecommerce platforms
ECommerce in China : a necessity for international health care brands
Using an e-commerce platform to sell health supplements in China is not just a strategic move , crossborder ecommerce. See our full article on this
it’s essential for tapping into one of the world’s largest and most dynamic consumer markets and avoid Registration process that takes 3 years and are costly.
. Here are several compelling reasons why leveraging e-commerce platforms is crucial for health supplement brands looking to succeed in China:
1. Access to the Massive Consumer Base
China has the largest e-commerce market globally, 90% of health supplement are buying online.
Chinese search online and buy following influencer recommandation, self medication.
With 900 of millions of active online shoppers , Platforms like Tmall, JD.com, and Douyin offer access to a vast audience that no single physical store could ever hope to reach. Selling online allows brands to expand their reach across the entire country, rather than being limited to geographical locations.
2. Chinese Preference for Online Shopping
Chinese consumers are increasingly turning to online platforms for their shopping needs, including health products. The convenience, variety, and competitive pricing available online are unmatched by traditional retail channels. Additionally, the health pandemic has accelerated this trend, making online shopping a norm rather than an option.
3. Digital Marketing is Vital
E-commerce platforms provide sophisticated tools and data that enable targeted marketing strategies. Brands can use consumer data to understand shopping behaviors, preferences, and trends, allowing them to tailor their marketing efforts more effectively. Features like personalized recommendations, special promotions, and direct interactions through live streams significantly enhance engagement and conversion rates. Read more
4. Building Trust with Chinese Consumers
In the health supplements market, trust is a critical factor. Chinese consumers are particularly cautious about product authenticity and safety. E-commerce platforms often have stringent measures in place to ensure that only genuine products are sold, which helps build consumer trust. Furthermore, platforms allow for customer reviews and ratings, which serve as social proof and help new customers feel more confident in their purchasing decisions.
5. Logistics and eDistribution
E-commerce platforms in China are supported by advanced logistics networks that ensure fast and reliable delivery services. For health supplement brands, being able to promise and deliver quick turnaround times is crucial for customer satisfaction. These platforms manage the complexities of warehousing, distribution, and returns, allowing brands to focus more on product development and sales.
6. Avoid Local Regulations
Navigating the regulatory environment for health supplements in China can be “challenging”, especially for international brands. E-commerce platforms often provide guidance and support to ensure that all listed products comply with local laws and regulations, reducing the risk for new entrants and simplifying the process of entering a new market. 😉
Douyin the game changer in Health Product Sales in China 2024
Surpassing JD, douyin rock in China. Douyin, the popular short-video platform, has claimed the title of the second-largest online retailer for consumer health products, trailing only behind Tmall. This shift underscores the platform’s growing influence in the health and wellness sector.
Euromonitor International highlights: Tmall continues to dominate the market for vitamins and dietary supplements, Douyin has leapfrogged over JD’s direct sales to secure its spot. Starting from Q2 2022, Douyin has not only gained momentum but also sustained it into 2023, matching sales figures with Tmall in the first three quarters of the year.
Retail asia : In the fourth quarter of 2023, Douyin’s sales surged by an impressive 55% year-over-year, outpacing the growth of Tmall at 13% and JD at 6%. This remarkable growth trajectory points to Douyin’s effective use of short-form video content, which resonates well with the platform’s user base, aligning video preferences seamlessly with product assortments.
GMA : Douyin’s strategic integration of video content and live streams for marketing makes it a vital channel for health-oriented purchases. Brands such as Swisse, Vitabiotics are capitalizing on this trend, leveraging Douyin to enhance visibility and drive sales.
Douyin has successfully expanded its market share by making the channel conducive for both online and offline marketing activities for health products. This approach, coupled with an invitation-based model for merchant participation, helps maintain high standards and exclusivity, attracting a discerning, younger audience despite the tightening of regulations and compliance demands.

As of 2023 2024, China’s consumer health products market has reached a staggering $57.1 billion, with e-commerce penetration standing at 42%.
Douyin’s ascent in this market is indicative of the platform’s robust capability to engage consumers and influence their purchasing decisions, making it a critical player in the marketing and e-commerce landscape for health supplements in China.”
Why Douyin is a Key Driver in Marketing and E-commerce for Health Supplements in China
Douyin’s success in the health supplement market can be attributed to several key factors:
- Engagement Through video: Douyin leverages the power of short-form video content, which is highly engaging and easily consumable. This format is perfect for showcasing the benefits and effectiveness of health products, making complex information more accessible and appealing.
- Live Streaming Features: The platform’s live streaming capabilities allow real-time interaction between brands and consumers. This feature is particularly effective for health products, as it enables influencers and brand representatives to demonstrate usage, discuss benefits, and answer questions live, enhancing trust and reducing the hesitation to purchase online.
- Targeted ads : Douyin’s algorithms provide brands with the ability to target audiences based on their behavior and preferences. This precision marketing is crucial for health supplement brands that cater to niche markets or specific demographic segments.
- Community Trust: As influencers and KOLs on Douyin share their genuine experiences and reviews about health supplements, they build trust among their followers. This endorsement is often seen as more reliable than traditional advertising.
- Market Adaptability: Douyin’s platform continuously adapts to the latest market trends and consumer preferences, making it an innovative and forward-thinking choice for health supplement brands looking to stay competitive in a fast-paced market.
Douyin’s integration of entertainment, information, and e-commerce creates a unique ecosystem where health supplement brands can thrive by engaging directly with consumers in a dynamic and interactive manner.
Chinese consumer spending on health supplements is holding up, against the backdrop of slow economic recovery The Vitamins & Minerals market in China is projected to grow by 8.43%
Cross-Border Necessity for Overseas Brands: For overseas pharmaceutical brands, engaging in cross-border activities is vital to remain competitive. Collaborations with local entities facilitate market entry, compliance with regional regulations, and cultural adaptation. Additionally, cross-border mergers and acquisitions enable access to emerging markets, diversification of product lines, and sharing of technological innovations.
Dear EcommerceChinaagency
We are Simply Health ( HK) Company Ltd . based in Hong Kong specialized in marketing food supplement and probiotics products in China and Hong Kong , we are the brand owner of Simply Health probiotics and we distribute the products in major pharmacy chains , departmental stores , drug stores , hospitals and Online shops.
We would expand our distribution network and we are looking for an exclusive online distributor in China , if your company interested to know more on our products , please contact the undersigned .
David
Simply Health (HK) Company Ltd.
Popularity of Probiotics
“I’ve noticed probiotics are trending in China. Many claim to improve gut health, but with so many brands offering similar products, how do I choose one that’s effective? Do imported brands have an advantage over domestic ones