This report is released by Boguang Research Institute and provides a comprehensive analysis of China's cross-border imported health supplement market in 2025, offering decision-making references for relevant enterprises. The main contents are as follows:
1. Analysis of Opportunities in China's Health Supplement Market: The market size exceeds 350 billion yuan and maintains an annual growth rate of over 10%, with huge incremental potential in penetration rate and per capita consumption. E-commerce channels account for nearly 50% of health supplement sales, with Taobao system ranking first among e-commerce channels. The Taobao system has the highest proportion of vitamins, while JD system has the highest proportion of infant and child nutrition. Cardiovascular, beauty and skincare, and joint health are opportunity markets.
2. Analysis of China's Cross-border Imported Health Supplement Market: 2 out of every 10 e-commerce consumers are cross-border import e-commerce consumers. In 2022, the cross-border import value reached 560 billion yuan, and it is expected to double by 2025. Nutrition and health products hold an important position in the cross-border import market. In 2023, the import value of health supplements doubled compared to 2018, with the US, Japan, Australia, and Germany as the main import countries. Douyin Global Shopping has become the third largest channel for cross-border e-commerce. During the 2024 Double Eleven promotion, multiple cross-border health supplement brands achieved sales exceeding 100 million yuan, and the GMV of dietary nutrition products increased by 204% year-on-year.
3. Analysis of Chinese Cross-border Imported Health Supplement Consumers: The mainstream consumers are those born in the 1990s, with an annual income of 100,000 - 300,000 yuan. Consumers learn about products/brands through social media and place orders via domestic cross-border e-commerce platforms. The main consumer groups include women aged 36 - 45 in first-tier cities, men aged 36 - 40 in first-tier cities, and "family health guardians" (women aged 26 - 45 with better economic status), who pay high attention to the ingredients of health supplements.
4. Analysis of Cross-border Imported Health Supplement Sub-segments: The five major sub-sectors—cardiovascular nutrition, oral beauty, comprehensive nutrition supplements, bone and joint health, and gastrointestinal health—account for 70% of the cross-border imported health supplement market. Taking Coenzyme Q10, collagen, and glucosamine as examples, the report analyzes the main brands, market shares, dosage forms, sales platforms, and target groups of each sub-category. For example, Puritan's Pride ranks first in Coenzyme Q10, mainly in capsule form; BIOMENTA ranks first in collagen, mainly in oral liquid form; Yijie occupies 42% market share in glucosamine, with mainstream sales prices ranging from 200 - 400 yuan.
