By GAO PANTONG | Wellness Insider | Updated: 2023-04-26
There have been some intriguing developments in the Chinese health product market in 2023. The cross-border health supplement market experienced a decline in sales volume of 26% in January, possibly due to logistical challenges posed by the Spring Festival coinciding with January, as well as recent promotional events like Double Eleven and Double Twelve. Stomach health probiotic supplements were the most popular products for the month, with Life-space selling up to 50,000 units. This trend may be linked to the common occurrence of stomach ailments during the Spring Festival, when people gather with friends and family. BOOMHUE’s quercetin supplements were among the top-selling lung health products, with sales of respiratory nutrition supplements containing quercetin rising by 42% month on month in January. Coenzyme Q10 preparations were also gaining popularity, with GNC’s Coenzyme Q10 Soft Capsules being the most sought-after item in this category due to online rumors suggesting that coenzyme Q10 can help prevent myocarditis after recovering from COVID-19 infection.
In February 2023, overseas health product sales bounced back, reaching 2.68 billion RMB. Oral beauty products containing collagen and grape seed extract were the most popular category, indicating that consumers still prioritize maintaining their health and beauty. Digestive supplements are on the rise, with thistle products leading the pack. By-health’s thistle liver protection tablets and Swisse’s milk thistle liver protection tablets are in high demand, suggesting that consumers are concerned about liver health due to unhealthy lifestyle choices such as staying up late and consuming high-fat diets. Elderberry products have emerged as a new category in the respiratory supplement market due to their immune-boosting properties and potential to alleviate respiratory symptoms like colds and flu. Australia’s Sambucol brand is leading the way in this category. While most popular products are priced under 200 RMB, there is still a significant market for products priced above a thousand RMB, suggesting an opportunity in the high-end market.
