You Won't Believe Which Health Foods Are Dominating China—The Shocking Numbers Will Change Everything!

At the Bo’ao Food for Health Science Conference and Expo 2026 held from March 11 to 15 in Hainan, China, Li Donghui, a senior expert at Alibaba Health Tmall, unveiled significant trends and opportunities in China’s burgeoning health foods sector. According to Li, the dietary supplement market is evolving rapidly, revealing insights that might interest stakeholders around the world.

Last year, vitamin and mineral supplements comprised nearly 25% of all dietary supplement sales on Tmall. They were followed closely by cardiovascular health products, which accounted for over 15%, while kids’ nutrition made up almost 10% of sales. Despite being a mature market, vitamin and mineral supplements continue to show robust growth in China, largely because they serve as the entry point for many consumers new to dietary supplements.

Li attributed the rapid growth to the increased influence of social media, particularly through social commerce, which has played a pivotal role in exposing consumers to these products. He noted, “New users typically start with multivitamins and calcium supplements.”

Another noteworthy segment is the cardiovascular health category, where items like fish oil and co-enzyme Q10 dominate sales. Chinese consumers are inclined toward “high strength” and “high purity” fish oil, believed to aid in lowering blood lipid levels. This trend is particularly pronounced among middle-aged and older demographics who frequently contend with the “three highs”—hypertension, hyperglycemia, and hyperlipidemia.

Interestingly, the kids’ nutrition sector is experiencing significant growth, despite a decline in the number of newborns in China. According to Li, parents today are more willing to invest in their children’s health and development, especially since many of them are part of the younger, more educated generation born in the 1990s. “These parents have the spending power and are focused on their children’s education and development,” Li explained. Within this segment, height growth and brain health supplements are among the best performers.

Li emphasized that parents often compare their children’s academic achievements, IQ, and height, which drives the demand for quality kids’ nutrition products. While traditional milk powder remains a popular option, he suggested brands also consider innovative formats, such as daily nutrition gummy packs or functional beverages that combine vitamins and minerals. “Mums tend to think that functional beverages are more easily absorbed and can be nutritious and tasty options,” Li noted, highlighting the growing trend towards flavorful and absorbable supplements for children.

As for ingredients, Li pointed out that elements like sialic acid, phosphatidylserine, arachidonic acid (ARA), and magnesium L-threonate have potential for inclusion in brain health supplements aimed at children.

Emerging Categories with Strong Growth Potential

Li identified three additional categories in the health supplements sector that are showing strong growth potential: Food with Special Medical Purposes (FSMP), bone and joint supplements, and sleep support supplements. Specifically, FSMP has seen remarkable growth on Tmall, with a staggering increase of over 40%. Notably, older adults comprise the primary consumer group for FSMP, which still has a low penetration rate of only 3% in China compared to 65% in the United States.

As China's elderly population continues to expand, with projections suggesting that 28% will be over 60 years of age by 2040, the demand for specialized nutrition to address common age-related issues such as ingestion difficulties and muscle decline is expected to rise.

Li also underscored the anticipated growth in the bone and joint health category, driven primarily by the aging population. Ingredients such as N-acetyl-D-glucosamine (NAG) are projected to gain popularity in this segment. “Based on consumer data, we feel that these three ingredients—sialic acid, NAG, and HMB (beta-hydroxy-beta-methylbutyrate)—are key to watch in the next three years,” he stated.

Sialic acid, often found in edible bird’s nest, is typically associated with beauty and cognitive health, while NAG and HMB are more focused on healthy aging products. Li noted, “As the population ages, the demand for bone and joint health products would increase,” and he is already seeing a trend of brands incorporating NAG into protein powder aimed at supporting muscle and joint health.

As the health food landscape in China continues to evolve, the insights shared by Li Donghui offer a glimpse into emerging trends that may not only shape consumer preferences domestically but could also serve as a model for global markets. With increasing awareness and willingness to invest in health and wellness, stakeholders in the dietary supplement industry would do well to monitor these developments closely.