tmo health supplements data pack 202104

TMO Health Supplements Data Pack 202104CHINA CROSS-BORDER HEALTH SUPPLEMENTS DATA PACK
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Foreword
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The COVID-19 pandemic of 2020 resulted in a surge in interest in the health products market in China. Strengthening your immune system became a highly sought after quality in health and food supplements. Consequently we saw a considerable spike in sales growth for vitamin and dietary supplements, a simultaneous explosion in health supplement sales online and off, and health products like Vitamin C flying off shelves in pharmacies. In general, it has been a period of strong sales for the market sector, and this has continued into 2021.
On the other hand, even without the influence of the pandemic, experts had expected the Chinese health supplements market to grow. This was due to ongoing market trends, and (more specifically) transparent regulations and stricter supervision being introduced in 2019, which was widely found to reassure customers about product safety and reliability.
As the national income in China has increased in recent years, there’s been a rise in overall awareness of personal healthcare. This has been particularly pronounced when it comes to the effects of urban pollution, unhealthy lifestyles, and age-associated complications. These have acted as some of the key driving forces behind the rise of the Chinese healthcare industry. China’s health supplements industry is still in its infancy compared to other developed countries, with a penetration rate of just 20% (compared to the US’s 70%). This means that the Chinese market for health supplements has incredible room for growth. For now, dietary supplements and immune system enhancers are witnessing the biggest increase in consumer demand.
At the same time, in 2018 the 40-60 year old demographic grew to make up 35% of all Chinese health supplements buyers, while the 60+ age-band fell to 42%. Channel development has been rapid, with China’s online channels already commanding a greater share of the market than these have managed in many developed countries. Due to “blue hat” health product certification restrictions, online channels have become the most important sales channel for foreign brands, which dominate on them. Additionally, competition on online sales channels tends to be a great deal fairer and more transparent than other channels.
This report focuses on the online market, with the goal of helping eCommerce companies that wish to enter China’s cross-border
health supplement market or overseas healthcare companies that have already begun eCommerce activities in China but wish to gain further insights on the industry, including sales patterns and growth
in the domestic market, new consumption trends, and changes in consumer demand. This report touches on the competitiveness of different brands, product types, and products that contain certain
ingredients, to further facilitate this.
Alibaba platforms such as Taobao were used as the data focus when researching this report. Sales data from Tmall,
Taobao, Tmall Supermarket, and Tmall Global was extracted and referenced here. The data comes from Alibaba’s “Food -> Health Food -> Overseas Health
Supplements” subcategory in particular. This data was examined from multiple angles, including market size,
best-selling individual products, fastest-growing individual products, product characteristics, top-ranking brands,
and consumer search trends.
Note: This report was produced wholly by TMO Group, based on desktop
research, interviews with industry figures, market research, expert analysis, and other methods by a team of eCommerce experts at TMO Group. This
report is only to be used as a reference by relevant readers, and TMO Group does not assume any substantial legal responsibility for the precise
reliability of the data reproduced or opinions expressed herein.
To download previous months’ data packs, click on the relevant month below or visit our data pack download page at https://www.tmogroup.asia/downloads/category/data-pack/
Also by TMO Group:
TMO's 2020 Health & Food Supplements Industry Report
This free, in-depth industry report covers all the major bases for overseas companies looking to sell health and food supplements (such as vitamin tablets, diet pills, or protein powders) to China, an exciting market for these types of products.
For more TMO guides and reports, visit https://www.tmogroup.asia/resources/
April May June July Aug. Sep. Oct. Nov.
6.18 EDITION
11.11 EDITION
No. of Brands Sales Revenue
Historical data 2020.0 - 2021.04
* Data was collected at beginning of April 2021, under the “Food -> Food Supplement -> Overseas Food & Supplements” sub-category on Taobao, Tmall, Tmall Supermarket, and Tmall Global.
JUNE 18 SALES
Sales Revenue: 1,178,028,974RMB
SINGLES DAY SALES
* Ranked by monthly sales revenue
NO. 1
Product: Calcium + Vitamin D Brand: Swisse Listed price: 238 RMB Selling price: 105 RMB Sales revenue: 2,094,330 RMB Sales: 2,664
Swisse 150
NO. 2
Product: Milk Thistle Brand: Byhealth Listed price: 178 RMB Selling price: 169 RMB Sales revenue: 2,939,924 RMB Sales: 17,396
NO. 3
NO. 4
Swisse120
Product: Liver Detox Brand: Swisse Listed price: 298 RMB Selling price: 205 RMB Sales revenue: 2,607,096 RMB Sales: 12,721
NO. 5
Swisse+ D
Product: Calcium + Vitamin D Brand: Swisse Listed price: 298 RMB Selling price: 173 RMB Sales revenue: 1,434,216 RMB Sales: 8,309
TOP 5 BEST-SELLING PRODUCTS
* Ranked by monthly sales volume
Product: Calcium + D3 Brand: Jamieson Listed price: 257 RMB Selling price: 89 RMB Sales revenue: 754,566 RMB Sales: 8,474
jamieson D3 120
BEST-SELLING PRODUCTS (#6-15) NO PRODUCT TITLE LINK BRAND LISTED PRICE (RMB) SELLING PRICE (RMB) SALES VOL SALES REVENUE (RMB)
6 MoveFree MSM
http://item.taobao.com/ item.htm?id=526994417188 209 209 8,035 1,679,315
7 life space
http://item.taobao.com/ item.htm?id=530687190024
by-health
8 VB
http://item.taobao.com/ item.htm?id=622864660772 one a day 108 88 6,651 585,332
9 SALUS
http://item.taobao.com/ item.htm?id=44168989446 mirai lab 299 120 6,597 788,973
10 vitafusionsleepwell
item.htm?id=570815113143 swisse 229 99 6,416 635,184
11 life space
http://item.taobao.com/ item.htm?id=614180429600 naturies 320 210 6,323 1,325,014
12 Swisse
D150VD http://item.taobao.com/
13
http://item.taobao.com/ item.htm?id=45681573643 318 203 5,860 1,189,840
14 C20 VCC
http://item.taobao.com/ item.htm?id=583071854683 folotto 10 10 5,201 51,490
15
jarrow30 http://item.taobao.com/
* Ranked by monthly sales volume
Price distribution (in RMB) * Ranked by monthly sales revenue
PRODUCT PRICE RANGE Pr
0 - 10 10 - 20 20 - 50
50 - 100 100 - 150 150 - 200 200 - 300 300 - 400 400 - 500 500 - 600 600 - 700 700 - 800
800 - 1,000 1,000 - 1,500 1,500 - 2,000 2,000 - 3,000 3,000 - 4,000 4,000 - 5,000 5,000 - 6,000 6,000 - 7,000 7,000 - 8,000
8,000 - 10,000 10,000 - 15,000
POPULAR PRODUCT CHARACTERISTICS - 1
238,020 355,090
636,637 1,542,764
Monthly Sales Volume by Country of Origin
0 550,000 1,100,000 1,650,000 2,200,000
286,920 416,185
520,973 1,671,233
Monthly Sales Volume by Product Form
0 100,000,000 200,000,000 300,000,000 400,000,000
45,266,813 66,650,650
171,222,434 327,589,317
Monthly Sales Revenue (RMB) by Country of Origin
0 75,000,000 150,000,000 225,000,000 300,000,000
41,963,056 50,230,821
62,484,220 251,104,659
Monthly Sales Revenue (RMB) by Product Form
Small molecule hydrolyzed collagen, vitamin e, vitamin c, vitamin d, copper, selenium
Vitamin d calcium citrate
Grape seed extract vitamin c
Fruits, vegetables, grains and other 232 kinds of raw materials, amino acids
Milk thistle Artichoke curcumin
Cranberry extract
Collagen (Fish) 16.45%, 0.79% pink roses, Acerola powder 0.39%
A variety of vitamin b, vitamin c, biotin and other 50 kinds of comprehensive nutrients
0 12,500 25,000 37,500 50,000
6,378
6,983
7,669
8,559
9,903
10,125
10,568
13,851
16,193
17,778
41,970
Gastrointestinal conditioning
Supplementary nad +
10,022
11,732
13,804
14,748
15,077
17,017
18,391
19,425
24,646
29,166
10,979
14,189
14,665
15,139
16,850
18,075
18,448
40,218
144,018
HEART Q10
MEDICINE
BRITISH SLEEP
Melatonin 204,006
Vitamins 193,319
Folate 166,026
Vitamin b 111,776
L-carnitine 94,397
Meal replacement shakes 84,155 Glucosamine Chondroitin 80,306
Glucosamine 77,871
NO. 5
Product: Lutein Brand: Nature’s Truth Listed price: 258 RMB Sales price: 119 RMB Sales: 14,047

NO. 1
Product: Kollagen Brand: Doppelherz Listed price: 429 RMB Sales price: 249 RMB Sales: 41,970
VCVE30
NO. 3
bioe
Product: Juice Squeeze Brand: BioE Listed price: 299 RMB Sales price: 131 RMB Sales: 19,364
NO. 4
Product: SleepWell Melatonin Brand: Vitafusion Listed price: 149 RMB Sales price: 99 RMB Sales: 15,536
NO. 2
BYHEALTH
Product: Milk Thistle Brand: Byhealth Listed price: 178 RMB Sales price: 169 RMB Sales: 57,813
FASTEST-GROWING PRODUCTS
Swisse Overseas Flagship Store
Doppelherz Overseas Flagship Store
Tmall Global Beauty Club
PipingRock Overseas Flagship Store
BYHEALTH Overseas Flagship Store
CarePlus Overseas Flagship Store
63,780
76,331
79,605
80,128
81,399
90,126
105,572
122,053
252,288
529,513
6,777,659
6,997,787
9,969,852
14,460,229
8,625,415
9,141,455
18,983,773
29,480,402
34,755,826
100,755,867
TOP 10 HEALTH SUPPLEMENTS BRANDS
0
1,750
3,500
5,250
7,000
Swisse 110,123,084 Australia
Blackmores 27,516,610 Australia
VitaFusion 14,228,898 US
Jamieson 12,780,375 Canada
Top 10 Health Supplements Brands by Sales Volume
This category includes products containing the below ingredients:
-Selenium
SELLING PRICE (RMB) SALES VOL SALES REVENUE
(RMB)
Swisse D150VD Swisse 238 105 41,919 4,401,495
Jamieson CVC120/500mg
C
197 94.3 31,548 2,973,597

PipingRock 399 82.8 27,065 2,240,982
C20 VC
C
Conba/
Top 5 best-selling products
- Brands: 934 - Shops: 1,778 - SKUs online: 13,512 - Sales Vol: 367,848
- Sales Revenue: 52,353,891 RMB
Pr ic
e Ra
ng e
(R M
800 - 1000 1500 - 2000 3000 - 4000
Sales Revenue (RMB) 0 10,000,000 20,000,000 30,000,000 40,000,000
This category includes products containing the below ingredients:
-Pearl powder
-Sardine oil extract
-Spirulina / Algae extract
PRODUCT BRAND LISTED PRICE (RMB)
(RMB)

MoveFree MSM
Move Free 209 209 8,018 1,675,762
BLACKMORES 400DHA
omega3 DHA 3
PipingRock 299 118 6,531 770,658
- Brands: 234 - Shops: 453 - SKUs online : 4,525 - Sales Vol: 379,345
Price distribution (in RMB)
SUB-CATEGORY - OTHER SEAFOOD EXTRACTS
-Coenzyme Q10
(RMB)
Bioe
Bio-E 299 158 17,276 2,733,033
q10 30
Doppelherz 119 79 12,886 1,017,994
ISDG232
120/ ISDG 358 149 12,772 1,896,696
bioe
8000 - 10000
-Probiotics
(RMB)

life space
Life Space 320 202.77 15,107 3,063,263
life space B420
Life Space 320 209 11,352 2,372,568
Malak
life space
Life Space 320 209 9,358 1,955,822
-Amino acids
(RMB)
60 Vitafusion 149 99 32,806 3,247,794
vitafusion sleepwell
Vitafusion 229 99 23,668 2,343,132
sleepwell

Vitafusion 149 99 15,536 1,538,064
iSleep
iSleep 220 159 13,660 2,171,940
- Brands: 586 - Shops: 1,185 - SKUs online : 8,142 - Sales Vol: 571,685
- Sales Revenue: 571,685 RMB
Price Range
-Dietary fiber / fruit and vegetable fiber
-Biopolysaccharide
-Oligosaccharide
(RMB)

- Brands: 83 - Shops: 93 - SKUs online : 413 - Sales Vol: 61,621
- Soybean isoflavones
- Echinacea extract
- Saw palmetto
- Sea buckthorn
(RMB)
Swisse 120
40mg
PipingRock 398 109 16,188 1,772,482
45
Doppelherz 183 127 10,660 1,352,352
Swisse 200
Swisse 289 159 10,591 1,688,594
- Brands: 860
- Sales Vol: 922,962 - Sales Revenue: 173,204,800 RMB
SUB-CATEGORY - OTHER PLANT EXTRACTS
-Colostrum
-Kangaroo-derived products
(RMB)

2*Healthy Care200
/ Healthy Care 299 189 2,642 499,530
Healthy Care 200/
Healthy Care 175 109 1,544 168,296

- Brands: 169
- Sales Vol: 43,998 - Sales Revenue: 10,058,037 RMB
SUB-CATEGORY - ANIMAL EXTRACTS
-DHA / EPA / DPA
-Evening primrose oil
(RMB)
bio islandDHA
cla
MuscletechCLA
MRM CLA 180
MRM 115 107 582 62,274
- Brands: 504 - Shops: 2,485 - SKUs online : 6,082 - Sales Vol: 179,071
SUB-CATEGORY - OMEGA FATTY ACIDS
April 2021
Pr ic
e Ra
ng e
(R M
Price Range For Fish Oil / Deep Sea Fish Oil
Price Range For Evening Primrose Oil
Pr ic
e Ra
ng e
(R M
Pr ic
e Ra
ng e
(R M
800 - 1000
-Dietary supplement drinks
-Other dietary supplements
(RMB)

800 - 1000 1500 - 2000 3000 - 4000 5000 - 6000 7000 - 8000
10000 - 15000
-Dietary supplement biscuits
(RMB)

wellwoman 60
Vitabiotics 269 398 169 9,013
Unichi
C Unichi 199 299 199 5,454
6017BYHEALTH
60 ByHealth 158 158 157 3,783
80
259 199 98 3,657
SUB-CATEGORY - HEALTH FUNCTIONAL FOODS
800 - 1000 1500 - 2000 4000 - 5000
This category comprises SKUs that are bundles of products
belonging to multiple different categories.
SUB-CATEGORY - NUTRITION PACK Top 5 best-selling products
(RMB)
BLACKMORES 7000
BLACKMORES 7000*2
BLACKMORES 50*2

- Sales Revenue: 644,951 RMB
0 - 10 50 - 100
100 - 150 150 - 200 200 - 300 300 - 400 400 - 500 500 - 600 600 - 700 700 - 800
800 - 1000 1500 - 2000
-Post-workout recovery
(RMB)
60/ Biowell 399 300 11,633 3,490,467
AQUILEA60 Aquilea 399 329 6,775 2,228,975
AdvoCare
MyproteinCLA 180
MyvitaminsCLA 120
SUB-CATEGORY - SPORTS & SLIMMING FOODS
-Replenishing supplement drinks
-Other nutritional supplements
(RMB)
ISDG 232
ISDG 232
mindlabpro
1 MindlabPro 6 6 3,344 19,395
GU

- Brands: 1,126 - Shops: 1,501 - SKUs online : 12,621 - Sales Vol: 325,444
8000 - 10000
TMO (Technology for Mobile and Online) Group is an eCommerce service provider with offices in Shanghai, Hong Kong, and Amsterdam servicing medium & large enterprises with cutting-edge solutions for eCommerce, O2O, Mobile, and Cloud value-added services.
We strongly advocate the adoption of cutting-edge technologies and business models including the Internet of Things (IoT) and O2O integration, working closely with our clients on providing software solutions as well as strategizing hardware solutions. We guide our clients from initial business
requirements, planning, design, and the development stage to long-term managed services empowered by marketing & cloud applications.
Leveraging our experience in eBusiness models on Web and Mobile Solutions, we have serviced foreign and asian B2B as well as B2C companies with innovative eCommerce business solutions in Asia, Europe, and the U.S., engaging in long-term partnerships and growing our clients’ business.
ABOUT TMO GROUP
To keep up with the latest Chinese eCommerce and Health Supplements information and insights, email us at [email protected] to subscribe, click to follow us on social media, or scan the QR to follow our WeChat account:
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In Association with Health Products Association – China (HPA-China)
HPA is a U.S. non-profit 501(c6) association dedicated to the overall natural health products industry including dietary supplements, organic foods, natural cosmetics, sports nutrition and traditional herbal products. The association’s primary focus is the continued development of China’s dietary supplement and overall natural health product industry.

tmo health supplements data pack 202104

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