China GI Health Supplements Reach CN¥ 3.88B in 2025

Executive Summary#

China's online GI health dietary supplements market reached CN¥ 3.88 billion in January-September 2025, growing 14.5% YoY, as consumer spending moves from treating digestive problems toward managing digestive health in advance. The broader dietary supplements market exceeded CN¥ 87 billion in the same period, growing nearly 19% YoY across three leading Chinese marketplaces. This analysis examines how a "treatment plus wellness" dual-track pattern is changing the market's fundamentals, its seasonal purchasing patterns and the competitive environment for GI health brands.

A Market in Structural Recovery#

The online GI health market is growing along a "treatment plus wellness" dual-track pattern. From January to September 2025, GI health dietary supplements and functional foods reached CN¥ 3.88 billion in online sales, growing 14.5% YoY. We believe this growth supports the view that consumers are moving from managing symptoms when they arise to maintaining their health in advance, as they increasingly make GI supplements part of their daily wellness routines.

Within the broader dietary supplements market, GI health is a modest but steadily recovering segment at approximately 5% of total market value. Sleep management was the fastest-growing segment, at 87.4% YoY, while the moderate recovery of GI health suggests a market rebuilding on sustainable demand. The segment's average price of approximately CN¥ 134 leaves significant room for premiumisation as consumers trade up from basic probiotic products to specialised formulations.

Key factors supporting this structural recovery include:

• An aging population with increasing chronic digestive disease prevalence
• Rising health consciousness driving preventive supplementation behavior
• Content-led commerce educating consumers effectively on product benefits
• GI pharmaceutical market growth (+30% YoY), which points to an expanding patient population

Monthly Sales Trajectory: Promotional Events and Seasonal Demand#

Monthly sales show clear seasonal patterns on top of an underlying growth trend. Sales peaked in May 2025 at CN¥ 806 million, nearly 21% of the year-to-date total. May was the pre-sale period of the 618 Festival, when consumers stock up on health products at promotional prices.

Pharmaceutical Market Points to an Expanding Patient Population#

The GI pharmaceutical market offers further support for the growth of the supplement sector. Pharmaceutical sales grew 30%, which points to an expanding population of patients with GI complaints, and we believe this feeds demand for supplements positioned on prevention.

Key Takeaways#

• China's GI health supplements market reached CN¥ 3.88 billion in Jan-Sep 2025, growing 14.5% YoY
• Sales peaked in May 2025 at CN¥ 806 million during the pre-sale period of the 618 Festival, accounting for 21% of year-to-date sales
• Broad-based monthly improvements suggest structural growth beyond demand driven by promotional events
• GI pharmaceutical market growth of 30% YoY points to an expanding patient population that feeds supplement demand
• The segment's CN¥ 134 average price signals a significant opportunity for premiumisation compared with higher-priced segments

About the Data#

This analysis draws on Moojing Market Intelligence data covering January 2024 through September 2025. Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete GI Health Dietary Supplements & Probiotics whitepaper.