H1 2026 Report: China's Online Health & Wellness Market Analysis

1. A steady market in which the largest brands pull ahead through upgrades while mid-sized and smaller brands trade price for volume. Online health and wellness sales on mainstream e-commerce platforms in China reached about CN¥ 63.3 billion in the first half of 2026, +9.5%, on about 380 million units, +5.5%, and while most merchants grew, the largest brands moved from low-priced volume towards higher-content products, new ingredients and dosage forms and higher-priced gift products, whereas mid-sized and smaller brands under greater pressure on price defended their place through price cuts and more affordable products.
2. Immune support, bone and joint health and nutricosmetics still lead in scale, and their growth has diverged. The three segments reached CN¥ 9.59 billion, CN¥ 9.09 billion and CN¥ 7.22 billion respectively and remain the core of the category, and bone and joint health grew +14.1%, while the large segments as a group moved from broad growth to structural adjustment and growth shifted towards more specific needs, with cognitive support at +24.3% and cardiovascular health at +23.8%.
3. Cardiovascular health passed CN¥ 6.4 billion, led by upgraded ingredients. The supplements Moojing classifies as cardiovascular health reached CN¥ 6.44 billion, +23.8%; people aged 31-45 made up 50.0% of those discussing the topic on social media; and fish oil and Omega-3 and CoQ10 reached CN¥ 2.91 billion and CN¥ 1.61 billion, +41.1% and +47.3%, with product groups defined by higher purity, higher content and upgraded raw materials growing fastest.
4. Bone and joint health neared CN¥ 10 billion as demand moved beyond plain calcium. The segment reached CN¥ 9.09 billion, +14.1%, with an audience widening to men, children and older adults, and calcium with vitamin D or D3 and glucosamine with chondroitin reached CN¥ 2.72 billion and CN¥ 1.72 billion, +38.3% and +40.3%, with combinations of ingredients and convenient formats such as ready-to-drink liquids the main directions of upgrade.

Data: Moojing Market Intelligence. Observed online sales on mainstream e-commerce platforms in China and social-media conversation on major Chinese platforms, January to June 2026 against January to June 2025; not the total market.

Read the chapters

• China Online Health & Wellness Sales Rose 9.5% in H1 2026
• Cardiovascular Supplements Grew 23.8% in China in H1 2026
• Bone and Joint Supplements Neared CN¥ 10 Billion in H1 2026