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, with krill oil, at +56.9%, the fastest-growing of its major ingredients.

These figures come from the second chapter of the full report, which sets the segment's sales beside the social-media conversation about cardiovascular health and follows the ingredients and product groups that carried its growth.

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?#

The segment Moojing classifies as cardiovascular health reached CN¥ 6.44 billion in online sales in the first half of 2026, according to Moojing Market Intelligence, which is +23.8% on the first half of 2025 and more than twice the pace of online health and wellness sales as a whole, which grew +9.5% over the same period.

That makes it one of the two segments in which the report finds growth moving, the other being cognitive support, and because the cardiovascular segment grew this quickly from a base of several billion yuan, the report describes it as 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, according to Moojing Market Intelligence, which makes them the core of the conversation and its main source of growth, while men and women took part in close to equal numbers.

Men made up 53.7% of the people discussing the topic in the half and women 46.3%, and the age profile shows the conversation spread across adult life, with the 31-45 bracket the one that the report identifies as the core growth audience. These are shares of the people posting about the topic, so they describe who is talking about cardiovascular health and say nothing directly about 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.

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 and CN¥ 1.61 billion, +41.1% and +47.3% respectively, according to Moojing Market Intelligence, while 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.

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, according to Moojing Market Intelligence, with high-content CoQ10, as Moojing groups it, reaching CN¥ 620 million, +106.0%, and upgraded krill oil CN¥ 240 million, +102.5%, both more than doubling on the year.

The largest of these groups, high-purity and high-concentration fish oil, reached CN¥ 1.95 billion, +69.9%, which is a large part of all fish oil and Omega-3 sales and well ahead of fish oil's own growth, so 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, and 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, and our China health and nutrition market intelligence page sets out what else we cover in the category.