Bone and Joint Supplements Neared CN¥ 10 Billion in H1 2026

Online sales of the supplements that Moojing classifies as bone and joint health reached CN¥ 9.09 billion on mainstream e-commerce platforms in China in the first half of 2026, +14.1% on the same period of 2025, according to Moojing Market Intelligence, and because sales outpaced units, +7.0%, the growth came from higher prices and a richer product mix as well as from wider demand.

These figures come from the third chapter of the full report, which follows the segment's sales, the people discussing bone health on social media, and the ingredients, dosage forms and product directions that carried the half's growth, and closes with the report's view of where the whole category is heading.

Key figures

• CN¥ 9.09 billion: observed online sales in the bone and joint health segment, H1 2026, +14.1% on H1 2025
• CN¥ 149.09: average price, on 60.944 million units, +7.0%
• 53.2%: men's share of those discussing bone and joint health on social media, up from 45.6%
• CN¥ 2.72 billion: calcium with vitamin D or D3, the largest product direction, +38.3%
• +40.3%: glucosamine with chondroitin, the fastest-growing of the four main product directions

Method and scope: observed online sales of health supplements on mainstream e-commerce platforms in China, January to June 2026 against January to June 2025, and social-media conversation on major Chinese platforms over the same periods, as analysed by Moojing Market Intelligence. Sales are not the total market, since offline retail sits outside them, and the conversation figures are shares of the people posting, not a measure of sales. Segments, ingredients and product directions are Moojing's own classification of products by what they contain or the need they are sold on.

How large is China's bone and joint supplement segment?#

The segment Moojing classifies as bone and joint health reached CN¥ 9.09 billion in online sales in the first half of 2026, according to Moojing Market Intelligence, +14.1% on the year, on 60.944 million units at an average price of CN¥ 149.09, with sales growing 7.1 points faster than volume.

That growth is the more notable because bone and joint health is one of the three largest functional segments in online health and wellness sales, and the only one of the three that grew in the half, so a mature segment is still finding new demand. March was the half's peak, at CN¥ 1.925 billion and +37.5% on March 2025, after a January that grew +36.3%, and May and June both held above CN¥ 1.55 billion, which the report reads as the segment settling into a stable phase of growth.

Who is talking about bone and joint health in China?#

Men made up 53.2% of the people discussing bone and joint health on Chinese social media in the first half of 2026, up from 45.6% a year earlier, according to Moojing Market Intelligence, so that a conversation in which women were the majority in 2025 is now one in which men are just over half.

The report describes an audience that has widened to take in men, children and older adults, which means the need that products are sold on now runs across a longer span of life than it once did. These are shares of the people posting about the topic, so they describe who is talking about bone and joint health, and we would read them alongside the sales figures rather than as a measure of who buys.

Exhibit 13. Source: Moojing Market Intelligence, social-media conversation on major Chinese platforms: discussion users by gender and by age, H1 2025 and H1 2026. Shares of discussion users, not sales.

Which ingredients and formats lead bone and joint sales?#

Calcium and vitamin D remained the base of China's bone and joint supplement sales in the first half of 2026, at CN¥ 5.07 billion and CN¥ 3.19 billion, according to Moojing Market Intelligence, while glucosamine and chondroitin grew faster, reaching CN¥ 1.98 billion and CN¥ 1.78 billion, +45.4% and +37.8% among comparable products.

The report also finds vitamin K2 among the faster-growing ingredients, and as with the segments, a single product can contain several of these ingredients, so their sales overlap and are not added together here.

By dosage form, tablets and oral solutions and ready-to-drink liquids remained the mainstream, and the growth went to formats that are easy to carry and to measure out, with drops growing +101.2%, powders and granules +52.4% and oral solutions and liquids +23.2%, whereas capsules and softgels grew only +6.0% and were relatively flat overall.

Which bone and joint product directions grew fastest?#

Calcium with vitamin D or D3 remained the largest product direction in China's bone and joint supplement segment in the first half of 2026, at CN¥ 2.72 billion, +38.3%, according to Moojing Market Intelligence, while glucosamine with chondroitin, at CN¥ 1.72 billion and +40.3%, grew fastest of the four main directions.

Ready-to-drink liquid calcium reached CN¥ 1.99 billion, +16.2%, on the strength of drinking on the go and its appeal across age groups, and calcium with D3 and K2 reached CN¥ 440 million, +34.8%, so three of the four directions are combinations of two or more ingredients, which is the pattern the report sees across the segment as it moves on from calcium alone.

Exhibit 17. Source: Moojing Market Intelligence, observed online sales on mainstream e-commerce platforms in China, H1 2025 and H1 2026, CN¥ billion, and growth. Not the total market.

Where is China's health and wellness category heading?#

The report's final chapter finds China's health and wellness products moving in three directions at once, according to Moojing Market Intelligence: from single nutrients towards combinations of ingredients, towards products designed around more narrowly defined groups of shoppers and occasions, and towards formats and value propositions that make long-term use easier.

On combinations, the report points to the pairings already visible in the sales figures, calcium with D3 and K2, glucosamine with chondroitin and fish oil with CoQ10, as formulas move from adding ingredients together towards combinations built around a stated need. On shoppers and occasions, it finds needs dividing further by age, gender and lifestyle, with products aimed at children, at people in desk jobs and at older adults, and with ingredients, dosage and usage matched to each. On formats and value, it finds formats widening, from liquids and oral solutions to mini tablets and softgels, with portability, taste and convenience put first, while shoppers look past price and ingredient content to the reasoning behind a formula, the source of its raw materials, the transparency of its dosage and its daily cost.

The detail behind each of these directions, and the cardiovascular chapter that sits beside this one, is in the full report, and our China health and nutrition market intelligence page sets out what else we cover in the category.