Chinese Yam Surges 666% as TCM Meets Modern Probiotics

Executive Summary#

Traditional Chinese medicine ingredients are changing China's GI health market, with Chinese Yam (山药) growing 666% YoY and Astragalus (黄芪) 350% YoY, as consumers turn to compound formulations that combine probiotics with traditional remedies. Probiotics remain the largest ingredient in the market, with CN¥ 2.6 billion in sales and 60%+ category penetration. We believe the "food-as-medicine" trend gives brands a way to stand out by joining traditional remedies to the convenience of modern supplements.

A Maturing Probiotics Market Needs New Ideas#

Probiotics are the largest ingredient in the GI health market, with CN¥ 2.6 billion in Jan-Sep 2025 sales and over 60% category penetration, but growth has slowed to 3.8% YoY as the segment matures. The slowdown puts pressure on brands to differentiate through customised strains, positioning for specific use scenarios and new ingredients.

The GI probiotics segment peaked in 2023 at CN¥ 4.18 billion before falling back in 2024. Full-year 2025 sales are projected to exceed CN¥ 3.7 billion, a growth of +6.7% YoY driven by rising demand and new measures on the supply side.

GI probiotics projected to reach CN¥ 3.7 billion in 2025 after 2024 dip

*Source: Moojing Market Intelligence*

Traditional Chinese Medicine Ingredients Grow Quickly#

TCM ingredients are reaching more products, with triple-digit growth rates in several of them. Astragalus (黄芪), Chinese Yam (山药) and Poria (茯苓) appear mainly in compound formulations that combine probiotics with hawthorn and chicken gizzard membrane. These products draw on the traditional TCM framework of "digestion, wellness, nourishment" and are positioned as gentler GI care.

Chinese Yam shows explosive +666% growth; probiotics mature at +3.8% YoY

*Source: Moojing Market Intelligence*

Brands Compete Through New Channels#

Competition among brands has sharpened as companies such as Jiangzhong (江中) and Purmeo (普美欧) expand through Douyin. Their strategies there combine traffic bought across several placements, livestream partnerships run through a group of official accounts, and the platform's own promotional campaigns.

Pricing Strategy and New Dosage Forms#

Probiotic prices concentrate in the CN¥ 50-500 range, with the high-end and low-end segments moving with the season. Products above CN¥ 750 accounted for nearly 10% of sales during the major promotional periods (Double 11 and the 618 Festival), driven by large-volume combo packs from the biggest brands.

The CN¥ 150-300 range consistently takes ~29-32% of sales and is the price band where most mainstream consumers buy, while the premium segments swing during promotional periods and reached 10.5% in November 2024 during Double 11.

Newer dosage forms are gaining momentum:

• Drops grew 78% YoY, aimed at infants because they mix easily into meals
• Chewable tablets grew 48% YoY, offering a variety of flavours that make supplements more enjoyable to take
• Powder/granule remains the main format with a 76% share

Drops surge 78% YoY; powder/granule maintains 76% dominance

*Source: Moojing Market Intelligence*

Consumer Focus: Efficacy Drives Purchase Decisions#

Consumer feedback shows that efficacy (79%) is the main purchase driver, with side effects (17%) and flavour (16%) as secondary considerations, and claims about relieving constipation, reducing bloating and improving breath are the ones that lead consumers to buy.

Efficacy dominates consumer focus at 79%; flavor optimization presents differentiation opportunity

*Source: Moojing Market Intelligence*

Strategic Implications for Brands#

We believe the combination of TCM ingredients and modern probiotics gives brands room to differentiate by bringing traditional ingredients to consumers with modern lifestyles. Brands can build on the "food-as-medicine" trend by developing compound products that join traditional ingredients to modern convenience.

Strategies that work include:

• Combining fast-growing TCM ingredients with established probiotic strains
• Using livestream commerce on Douyin to reach new buyers
• Developing convenient dosage forms for specific consumer groups
• Building communication around efficacy, supported by clinical validation

Key Takeaways#

• Chinese Yam grew 666% YoY, the fastest growth among the TCM ingredients
• Probiotics remain the largest ingredient at CN¥ 2.6 billion, while their growth has slowed to 3.8% as the segment matures
• Brands are expanding through livestream partnerships and promotional campaigns on content-led platforms
• The drops dosage form grew 78% YoY, aimed at infants
• Efficacy is the main purchase driver, at 79% of consumer focus

About the Data#

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