Liver Health Supplements Lead China's Nutritional Boom at +108.1% YoY

Executive Summary

Liver nutrition products emerged as Q1 2023's standout nutritional health category, with milk thistle-based supplements reaching CN¥ 458 million (+108.1% YoY) on Taobao (淘宝) and Tmall (天猫).^[1] The broader nutritional health segment posted exceptional growth across nearly all sub-categories, led by protein and collagen products at CN¥ 2.15 billion (+68.4% YoY) and other dietary supplements at CN¥ 1.87 billion (+112.9% YoY). This analysis examines why Chinese consumers aged 25-40 --- particularly overtime workers and late-night lifestyle consumers --- are investing heavily in liver care, and how "cautious but quality-focused" consumption creates opportunities for science-backed formulations.

Nutritional Health Delivers the Strongest Segment Performance

The nutritional health segment delivered the strongest overall performance among the seven tracks analyzed in the Q1 2023 whitepaper, with most top 10 sub-categories posting positive year-on-year (YoY) growth. Three categories dominated: protein powder, amino acids, and collagen products led at CN¥ 2.15 billion (+68.4% YoY), driven by immune-boosting protein powder and oral beauty collagen. Other dietary supplements followed at CN¥ 1.87 billion (+112.9% YoY), powered by ginseng saponin-related products. Vitamins, minerals, and calcium/iron/zinc/selenium supplements ranked third at CN¥ 1.46 billion (+59.5% YoY).

Other dietary supplements post fastest growth at +112.9% while protein products lead on volume

Milk Thistle Leads the Liver Care Ingredient Race

Within the liver care market, milk thistle established itself as the dominant ingredient with CN¥ 458 million in Q1 2023 sales (+108.1% YoY). The ingredient landscape, however, extends well beyond this single compound:

• Celery seed products grew the fastest at +296.5% YoY
• Balsamic-based supplements showed explosive growth at +7,174.1% YoY from a small base
• Crystal ball probiotics gained +129.5% with the strongest social media voice growth at +480.9% YoY
• Turmeric, cassia, and milk thistle established themselves as the three mainstream protective ingredients

The data indicate that the liver nutrition market may hold even greater development potential as consumer awareness expands. Ingredient-led marketing proved particularly effective in this segment: consumers increasingly research specific bioactive compounds rather than relying on brand reputation alone, creating opportunities for brands that can clearly communicate the science behind their formulations.

Consumer Demographics: Who Buys Liver Supplements?

Social media discussion analysis reveals three primary consumer segments driving the liver care category. Late-night lifestyle consumers account for the largest share at 51%, followed by overtime workers at 33% and general health-conscious individuals at 12%. The post-80s and post-90s generations show the strongest engagement, influenced by persistent pandemic anxiety and frequent media reports of young professionals suffering health crises from overwork and sleep deprivation.

This demographic pattern suggests that liver care product marketing should center on lifestyle-driven scenarios rather than traditional healthcare positioning. The typical buyer is a 25-40-year-old professional who works long hours, maintains irregular sleep schedules, and views liver health supplements as a practical response to daily lifestyle stress.

From a product efficacy perspective, consumers most frequently mention three desired outcomes:

• Detoxification --- 54% of efficacy mentions
• Improved eyesight --- 31% of mentions
• Mood enhancement --- 13% of mentions

The Slow-Effect Problem: Understanding Consumer Pain Points

The overwhelming concentration of consumer dissatisfaction around a single issue makes the liver care market's improvement pathway unusually clear.

Slow product efficacy dominates consumer dissatisfaction in liver care supplements

Broader Nutritional Health: A Market Transformed by Health Consciousness

The nutritional health sector's robust growth reflects a fundamental shift in consumer health attitudes. The pandemic period transformed health consciousness from a niche interest to a mainstream priority, accelerating demand across the entire supplementation spectrum. Q1 2023 confirmed that this shift is structural rather than temporary: even as pandemic restrictions ended, health supplement spending continued accelerating.

The "cautious but quality-focused" consumer mindset that characterized Q1 2023 particularly benefited the supplement category. According to McKinsey's 2023 Chinese consumer report, the top purchasing factors across both food and non-food categories were "safety and natural formulation," "desired efficacy, flavor, or design," and brand-related attributes.^[2] Consumers became more deliberate in their spending rather than simply spending less --- actively seeking products that deliver genuine quality and functional efficacy.

Key Takeaways

• Milk thistle liver supplements grew +108.1% YoY to CN¥ 458 million, leading the liver nutrition category
• Late-night lifestyle consumers (51%) and overtime workers (33%) drive liver care demand, skewing toward ages 25-40
• Slow product efficacy accounts for 85% of negative feedback, presenting a clear differentiation opportunity for brands
• The broader nutritional health segment posted universally strong domestic growth, with protein/collagen products at +68.4% and dietary supplements at +112.9%
• Overseas supplement categories underperformed domestic equivalents, suggesting the domestic brand preference trend now influences health purchases

## About the Data

This analysis draws on Moojing Market Intelligence data covering Q1 2023. Moojing tracks 400,000+ brands across 30+ e-commerce platforms, representing 58-65% of China's online retail GMV. For full methodology and additional insights, see the complete Consumer Trends whitepaper.