Online Bone and Joint Supplement Sales Rose 14.1% 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% more than in the same period of 2025, according to Moojing Market Intelligence. Units rose only 7.0%, so 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 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 sold 60.944 million units in the half at an average price of CN¥ 149.09, and its sales grew 7.1 points faster than its volume.

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, which suggests that a mature segment is still finding new demand. Sales peaked in March at CN¥ 1.925 billion, 37.5% more than in March 2025, after January had grown 36.3%. 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 a conversation in which women were the majority in 2025 had become one in which men were 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.

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. Glucosamine and chondroitin grew faster, reaching CN¥ 1.98 billion and CN¥ 1.78 billion, up 45.4% and 37.8% among comparable products.

The report also finds vitamin K2 among the faster-growing ingredients. 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 or ready-to-drink liquids remained the mainstream, and the growth went to formats that are easy to carry and to measure out. Drops grew 101.2%, powders and granules 52.4% and oral solutions and liquids 23.2%, whereas capsules and softgels grew only 6.0%, which the report calls relatively flat.

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%, 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%, helped by drinking on the go and its appeal across age groups, and calcium with D3 and K2 reached CN¥ 440 million, +34.8%. Three of the four directions combine 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: 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. Shoppers, meanwhile, 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.