China's Brain Nutrition Market Grows +50.6% to CN¥ 11.9B
By Jessie Wang
7 min read
Executive Summary#
China's Brain Nutrition market surged +50.6% year-on-year (YoY) in 2025, reaching CN¥ 11.9 billion --- up from CN¥ 7.9 billion in 2024 --- as social media "Brain Nutrition" mentions exploded +303.4% and the category crossed from niche supplementation into mainstream consumer wellness. Omega-3 dominates at 71.9% of segment sales (CN¥ 8.57 billion), while Yangnengjian (养能健) leads brand share at 9.6% through Douyin (抖音)-distributed GABA Chewable Tablets targeting children aged 4-18. With the top 10 brands holding only 39.8% combined share and international and domestic players nearly evenly split, the market remains highly fragmented and ripe for competitive disruption.
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A CN¥ 4 Billion Category Expansion in One Year#
The Brain Nutrition segment added CN¥ 4.0 billion in absolute value in a single year --- nearly equivalent to the entire Anemia Improvement market [1]. This growth velocity reflects a convergence of structural demand drivers: parents investing in children's cognitive development for academic performance, professionals seeking competitive cognitive advantages in high-pressure work environments, and an aging population concerned about memory decline and neurodegeneration [2].
The +303.4% surge in social media mentions confirms the category has crossed from niche to mainstream awareness, with viral content about "brain fog," "focus enhancement," and "memory improvement" driving first-time trial among previously unaware consumers.
Brain Nutrition market surges +50.6% from CN¥ 7.9B to CN¥ 11.9B in one year
Three Demand Scenarios Define the Market#
Consumer demand for Brain Nutrition clusters around three distinct scenarios, each targeting a different demographic and use case.
Cognitive Enhancement commands the largest share at 40.1%, centered on "improving learning capacity" and driven by academic and career pressures. Two sub-themes dominate within this segment: "improve focus" (30.7%) targets students during exam preparation, while "enhance learning capacity" (30.5%) represents parents investing in children's cognitive development through supplements.
Performance Boosting at 34.1% reflects high-pressure populations' demand to optimize cognitive function and combat fatigue. The "stress relief" sub-theme (23.7%) and "improve sleep" (13.4%) reveal that performance optimization increasingly encompasses recovery and stress management --- not just stimulation.
Anti-Aging at 25.7% rounds out the scenario map, driven by middle-aged and senior consumers concerned about memory decline and supported by growing medical evidence linking Omega-3 and CoQ10 to neuroprotection [3].
Cognitive enhancement captures 40.1% of Brain Nutrition demand scenarios
Fragmented Brand Landscape: Domestic and International Brands Split the Market#
Yangnengjian (养能健) leads the Brain Nutrition market with 9.6% market share, achieving +40% YoY growth through a single product line --- GABA Chewable Tablets for children aged 4-18 --- distributed primarily via Douyin. The brand's success formula combines a highly specific target audience (parents of school-age children), a convenient format (chewable tablets with citrus flavor), and a distribution channel optimized for educational content marketing [4].
Omegor and Swisse ranked second and third at 7.1% and 5.0% respectively. Among notable growth stories, Swisse and Viva Naturals expanded their brain nutrition portfolios significantly during the year.
The combined top 10 share of 39.8% indicates a highly fragmented market with significant headroom for growth. International brands (Omegor, Swisse, Blackmores, WHC, Viva Naturals) hold 19.5% combined share, while domestic brands (Yangnengjian, Nuoteland, Renhe, Qlane, K-Max) hold 20.3% --- a near-even split that reflects the category's nascent stage where no single approach has achieved dominance.
Yangnengjian leads Brain Nutrition at 9.6% share; top 10 brands hold 39.8% combined
Omega-3 Dominates Ingredients; Dosage Form Preferences Shift Dramatically#
Omega-3 reached CN¥ 8.57 billion (+35.2% YoY), holding 71.9% of the Brain Nutrition market [5]. CoQ10, growth factors, and collagen/peptides led emerging ingredients at approximately +150% growth, while amino acids, PQQ, and herbals declined. Consumers are shifting from generic "brain nutrition" toward targeted functional ingredients for high-intensity cognitive demands.
Capsules remain the mainstream format at 58.5% of sales but lost -1.8 percentage points (pp) year-on-year, signaling gradual diversification of consumer format preferences. Tablets gained +2.5pp to 11.0% and chewable tablets gained +2.1pp to 9.2%, reflecting the children and adolescent segment's preference for easy-to-consume formats that do not require water.
The most dramatic shift was powder's collapse from 7.8% to 0.4% (-7.4pp), indicating consumers strongly prefer pre-portioned formats over loose powder that requires measuring and mixing. Oral liquid gained +1.3pp to 5.2%, supported by children's liquid supplement products from brands like inne and Nuoteland.
High-growth products share common characteristics:
- Targeting children and adolescents aged 4-18
- Combining multiple nutrients (GABA + minerals + vitamins)
- Emphasizing "zero additives, zero allergens" safety claims
- Prioritizing chewable tablets and capsules for portability and convenience
Capsules maintain 58.5% dominance while tablets and chewables gain ground
Consumers Buy for Scenarios, Judge on Efficacy#
Usage scenario (23%) and target population (22%) together drive 45% of Brain Nutrition purchase decisions --- confirming that Chinese supplement buyers approach purchases through their life context and demographic identity, not through ingredient-led reasoning [6]. Key pain points map directly to demographics: "overtime/late nights" for professionals, "study/exam prep" for students, and "insomnia/fitness/hair loss" for general consumers.
The relatively low ranking of "core ingredients" (8%) and "functional efficacy" (5%) is notable given the ingredient complexity of brain nutrition products. This suggests consumers trust brand and format signals over detailed ingredient knowledge, creating opportunity for brands that simplify their messaging around outcomes --- "better focus," "deeper sleep" --- rather than inputs like DHA, Omega-3, or CoQ10.
Scenario and target population drive 45% of Brain Nutrition purchase decisions
Efficacy dominates 79% of Brain Nutrition consumer feedback
Key Takeaways#
- Brain Nutrition surged +50.6% YoY to CN¥ 11.9 billion, adding CN¥ 4.0 billion in a single year while social media mentions grew +303.4%
- Omega-3 holds 71.9% of segment sales at CN¥ 8.57 billion (+35.2%), while CoQ10 and growth factors each grew ~+150%
- Yangnengjian leads at 9.6% market share through Douyin-distributed GABA Chewable Tablets for children aged 4-18, but the top 10 hold only 39.8% combined --- signaling a highly fragmented and contestable market
- Powder format collapsed -7.4pp (from 7.8% to 0.4%) as consumers shifted decisively toward pre-portioned tablets, chewables, and oral liquids
- Usage scenario and target population drive 45% of purchase decisions, while efficacy dominates 79% of consumer feedback --- brands should lead with outcome messaging, not ingredient claims
More from This Report#
## About the Data
This analysis draws on Moojing Market Intelligence data covering China's online Health & Wellness market for the full calendar year 2025 (January-December 2025). Moojing Market Intelligence (魔镜洞察) tracks market dynamics across 20,000+ consumer categories and 400,000+ brands, covering major e-commerce platforms including Tmall (天猫), JD.com (京东), Douyin (抖音), Taobao (淘宝), and Pinduoduo (拼多多). Data represents approximately 58-65% of China's online retail GMV. Social media engagement data covers Weibo (微博), Douyin, and Xiaohongshu (小红书). For full methodology and additional functional segment analyses, see the complete Health & Wellness whitepaper.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
It grew +50.6% year on year in 2025 to CN¥ 11.9 billion, up from CN¥ 7.9 billion — adding CN¥ 4.0 billion of absolute value in a single year. Social mentions of the category grew +303.4% over the same period, which is the marker of a segment crossing from niche supplementation into mainstream consumer wellness. Three demand drivers converge: parents investing in children's cognitive development for academic performance, professionals seeking an edge in high-pressure work, and an ageing population concerned about memory loss.
Three distinct scenarios, each with its own demographic. Cognitive enhancement is the largest at 40.1%, split between improving focus at 30.7% — students in exam preparation — and enhancing learning capacity at 30.5%, which is parents buying for children. Performance boosting takes 34.1%, and its sub-themes are revealing: stress relief at 23.7% and improving sleep at 13.4%, so performance optimisation now includes recovery rather than only stimulation. Anti-ageing rounds it out at 25.7%, driven by middle-aged and senior consumers and supported by evidence linking Omega-3 and CoQ10 to neuroprotection.
Omega-3 dominates ingredients at 71.9% of segment sales and CN¥ 8.57 billion (+35.2%), while CoQ10, growth factors and collagen peptides lead the emerging tier at roughly +150% and amino acids, PQQ and herbals contracted — consumers are moving from generic brain nutrition toward targeted functional ingredients. Formats are diversifying faster than ingredients. Capsules remain mainstream at 58.5% but lost -1.8 percentage points; tablets gained +2.5 points to 11.0% and chewables +2.1 to 9.2%, reflecting the children and adolescent segment's preference for formats needing no water. The sharpest move was powder collapsing from 7.8% to 0.4%, a -7.4 point fall: consumers strongly prefer pre-portioned formats over anything requiring measuring and mixing.
Lead with the outcome, not the input. Usage scenario at 23% and target population at 22% together drive 45% of purchase decisions, while core ingredients account for only 8% and functional efficacy 5% — buyers approach the category through their life context and demographic identity rather than through ingredient reasoning. That is striking given how ingredient-complex these products are, and it means simplified messaging around better focus or deeper sleep outperforms DHA, Omega-3 or CoQ10 claims. Efficacy still dominates 79% of post-purchase feedback, so the product has to deliver even though it is not what sells it. The market is also genuinely open: the ten largest brands hold only 39.8% combined, with international and domestic players nearly evenly split at 19.5% and 20.3%.
