Cardiovascular Supplements Grew 23.8% in China in H1 2026

Online sales of the supplements Moojing classifies as cardiovascular health reached CN¥ 6.44 billion on mainstream e-commerce platforms in the first half of 2026, +23.8% on the year, according to Moojing Market Intelligence. Krill oil, at +56.9%, was the fastest-growing of its major ingredients.

These figures come from the second chapter of the full report.

Key figures

CN¥ 6.44 billion: observed online sales in the cardiovascular health segment, H1 2026, +23.8% on H1 2025
50.0%: people aged 31-45 as a share of those discussing cardiovascular health on social media, up from 47.6%
CN¥ 2.91 billion: fish oil and Omega-3, +41.1%
CN¥ 1.61 billion: CoQ10, +47.3%
CN¥ 550 million: krill oil, +56.9%

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 and product groups are Moojing's own classification of products by the need or feature they are sold on.

How large is China's cardiovascular supplement segment?#

At CN¥ 6.44 billion, the segment grew more than twice as fast as online health and wellness sales as a whole, which rose 9.5% over the same period.

That makes it one of the two segments to which the report finds growth shifting, and because it grew this quickly from a base of several billion yuan, the report calls it fast growth on a large base. The segment's figures are Moojing's classification of the products sold on cardiovascular health, and since a product can belong to more than one segment, they are not a share of the CN¥ 63.3 billion total.

Who is talking about cardiovascular health in China?#

People aged 31 to 45 made up 50.0% of those discussing cardiovascular health on Chinese social media in the first half of 2026, up from 47.6% a year earlier, which makes them the core of the conversation and its main source of growth.

Men made up 53.7% of the people discussing the topic in the half and women 46.3%. These shares describe who is talking about cardiovascular health rather than who buys the products, although we believe the move of a working-age group to the centre of the conversation is one that brands selling in the segment will want to follow.

People aged 31-45 made up half of China's cardiovascular-health conversation in H1 2026, up from 47.6%

Exhibit 6. Source: Moojing Market Intelligence, social-media conversation on major Chinese platforms: discussion users by gender (H1 2026) and by age (H1 2025 and H1 2026). Shares of discussion users, not sales.

Which ingredients lead China's cardiovascular supplement sales?#

Fish oil and Omega-3 and CoQ10 remained the two largest ingredients in China's cardiovascular supplement segment in the first half of 2026, with online sales of CN¥ 2.91 billion, +41.1%, and CN¥ 1.61 billion, +47.3%. Krill oil reached CN¥ 550 million, +56.9%, the fastest growth of any major ingredient.

All three grew considerably faster than the segment as a whole, and fish oil alone was larger than CoQ10 and krill oil combined, so the segment's growth rests on a small number of established ingredients, each of them expanding quickly. Competition within those ingredients, the report finds, is moving towards the concrete features that a product states on its label, such as its content, its purity and the form of its raw material.

Fish oil and Omega-3 and CoQ10 were the largest cardiovascular-segment ingredients in H1 2026, and krill oil grew fastest, +56.9%

Exhibit 8, the three largest ingredients shown. 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.

Which cardiovascular product groups grew fastest?#

The fastest growth in China's cardiovascular supplement segment in the first half of 2026 went to product groups defined by purity, content and raw material. Two of Moojing's groups more than doubled on the year: CoQ10 sold on a higher stated content reached CN¥ 620 million, +106.0%, and upgraded krill oil reached CN¥ 240 million, +102.5%.

The largest of these groups, high-purity and high-concentration fish oil, reached CN¥ 1.95 billion, +69.9%, well ahead of the 41.1% growth of fish oil as a whole. Within each of the core ingredients, the report finds growth concentrating on the products sold on a stated specification. Moojing's product groups overlap, since a single product can be classified by more than one of its features, so they are not added together here.

Combination products, which put two or more of these ingredients together in one product, are being explored at an accelerating pace, according to the report, although they still play a supplementary role beside the single core ingredients. The report returns to them in its final chapter as one of the three directions in which it expects the whole category to move.

For the bone and joint side of the market, and for the report's view of where health and wellness is heading next, the full report takes each question in turn. Our China health and nutrition market intelligence page sets out what else we cover in the category.