China Online Health & Wellness Sales Rose 9.5% in H1 2026

China's online health and wellness market grew steadily in the first half of 2026, with supplement sales on mainstream e-commerce platforms reaching about CN¥ 63.3 billion, +9.5% on the same period of 2025, on about 380 million units, +5.5%, according to Moojing Market Intelligence, and because sales outpaced units, shoppers paid more on average for each product.

These figures come from the first chapter of the full report, which follows China's online health and wellness sales from the market as a whole and its functional segments to two of the largest of them, cardiovascular health and bone and joint health.

Key figures

• CN¥ 63.3 billion: observed online health and wellness sales, H1 2026, +9.5% on H1 2025
• 380 million: units sold, H1 2026, +5.5%
• CN¥ 9.59 billion: immune support, the largest of the functional segments Moojing classifies
• CN¥ 9.09 billion: bone and joint health, +14.1%
• +24.3% and +23.8%: cognitive support and cardiovascular health, the segments to which growth is moving

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, as analysed by Moojing Market Intelligence. This is not the total market, since offline retail sits outside it. Functional segments are Moojing's own classification of products by the need they are sold on; they overlap, so they do not add up to the total.

How big was China's online health and wellness market in H1 2026?#

China's online health and wellness sales reached about CN¥ 63.3 billion in the first half of 2026, according to Moojing Market Intelligence, which is +9.5% on the first half of 2025, and they were made on about 380 million units, +5.5%, so the category grew both in what shoppers spent and in how much they bought.

Monthly sales rose and fell from one month to the next through both years, which is why we would read the half-year totals rather than any single month as the fairer measure of where the market stands, and what the totals show is a market that kept expanding across the half, in which most merchants sold more than they had a year before, with the top and mid-sized brands both growing their sales.

Exhibit 1. Source: Moojing Market Intelligence, observed online sales of health supplements on mainstream e-commerce platforms in China, by month, January 2025 to June 2026. Not the total market.

How did the largest brands grow compared with the smaller ones?#

The largest brands in China's online health and wellness market grew in the first half of 2026 by selling better products at higher prices, according to Moojing Market Intelligence, while mid-sized and smaller brands, under greater pressure on price, defended their place through price cuts and more affordable products, so that the market is stratifying even as most merchants grow.

Among the largest brands, the report finds a change in how growth is pursued, away from volume at low prices and towards products with higher content and potency, new ingredients and dosage forms, and higher-priced products bought as gifts, which together have lifted their pricing power and their margins. Further down the market, brands have competed more on price, cutting it or adding cheaper products to their ranges, and have held their place by doing so, which is why the report describes the category as one in which the leaders pull ahead through upgrades while the rest trade price for volume.

Which health and wellness segments are the largest?#

Immune support, bone and joint health and nutricosmetics remained the three largest functional segments in China's online health and wellness market in the first half of 2026, at CN¥ 9.59 billion, CN¥ 9.09 billion and CN¥ 7.22 billion respectively, according to Moojing Market Intelligence, and together they still form the core of the category.

Those three segments no longer move together, however. Bone and joint health, the second largest, grew +14.1% and kept expanding steadily, whereas immune support fell 10.9% and nutricosmetics 15.0%, and the report reads this as the traditional large segments moving from broad growth into a phase of structural adjustment, in which sellers compete for existing demand rather than for new shoppers.

The segments are Moojing's classification of products by the need that each product is sold on, so a product can sit in more than one of them, which is why the segment figures cannot be added together or set against the CN¥ 63.3 billion total as shares of it.

Where is the growth in China's health and wellness market moving?#

Growth in China's online health and wellness market is moving towards more specific needs, according to Moojing Market Intelligence, with the segments Moojing classifies as cognitive support and cardiovascular health growing +24.3% and +23.8% in the first half of 2026, well ahead of the +9.5% for online health and wellness sales as a whole, while several segments that were earlier hotspots have cooled.

The report describes this as shoppers moving away from general-purpose supplements bought for the short term and towards products sold on a clearer and longer-term need, and the cardiovascular segment, which reached CN¥ 6.44 billion in the half, is large enough for that shift to matter to the whole category. It is also one of the two segments that the report examines in detail, the other being bone and joint health, which grew more slowly but from the larger base.

What do the later chapters of the report cover?#

The later chapters of the report look inside cardiovascular health and bone and joint health, setting out which ingredients, product groups and dosage forms carried their sales and who is talking about them on social media, before closing with the three directions in which the report expects the category to move.

For cardiovascular health, that means fish oil and Omega-3, CoQ10 and krill oil and the higher-purity and higher-content product groups within them, and for bone and joint health it means calcium and vitamin D, glucosamine and chondroitin, and the drops, powders and oral solutions that are growing fastest among its formats. Each is taken in turn in the full report, and our China health and nutrition market intelligence page sets out what else we cover in the category.