{"id":566364,"date":"2026-07-03T04:51:13","date_gmt":"2026-07-03T04:51:13","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/566364\/"},"modified":"2026-07-03T04:51:13","modified_gmt":"2026-07-03T04:51:13","slug":"chinas-health-food-sales-probiotics-market-evolution-in-nutra-trends-round-up","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/566364\/","title":{"rendered":"China\u2019s health food sales, probiotics market evolution in nutra trends round-up"},"content":{"rendered":"

\"ExteriorExterior view of Douyin Group building (Fanliso\/Getty Images)<\/p>\n

In 2025, Douyin\u2019s annual e-commerce transactions for health foods increased by over 50% year-on-year, with the total number of global users growing by 37%.<\/p>\n

According to Huang Zhi Qiao, Operations Manager of Overseas Business (Health Foods) at Douyin, the interest-based commerce boom on Douyin can be attributed to three main drivers.<\/p>\n

The three main drivers are the increasing number of consumers buying high-value overseas health products, more young people purchasing health foods, and the strong purchasing power of the silver generation in urban cities. <\/p>\n

\"TheThe number of Chinese women taking part in sports has exceeded that of men, according to Chinese sports nutrition firm CPT. (Connect Images\/Getty Images\/Connect Images)<\/p>\n

Chinese sports nutrition brand CPT, which celebrates its 25th year in 2026, unveils the four major growth opportunities it sees in the category. <\/p>\n

A key opportunity is catering to women and seniors, especially with women surpassing the number of men doing sports.<\/p>\n

Yet, many products on the market are primarily designed for men, focusing on muscle-building needs, Dr Wei Bing, deputy general manager of CPT\u2019s supply chain department, said. <\/p>\n

\"ChineseChinese consumers are increasingly interested in strain specificity and intended health functions when purchasing probiotic products. (Jacob Wackerhausen\/Getty Images)<\/p>\n

Practitioner-only probiotic company Biome Australia is keeping a close eye on China\u2019s probiotic market as part of its broader long-term international growth strategy following what its founder says is a market that has \u201cevolved a lot\u201d in the past five years. <\/p>\n

One of the biggest transformations, said Founder, CEO and Managing Director Blair Vega Norfolk, was how cross-border e-commerce platforms like JD Health and Tmall are focusing more on engaging healthcare professionals, instead of simply celebrities or online influencers. <\/p>\n

Another major transformation in the Chinese probiotic market is a greater awareness of strain specificity and health benefits beyond gut health, he said. <\/p>\n

\"ChineseChinese consumers are becoming increasingly educated about probiotic supplements in recent years and the market is seeing rapid and consistent growth, according to the observations of IFF Health Sciences. (Tashi-Delek\/Getty Images)<\/p>\n

China is one of the \u201cbest and fastest\u201d probiotic markets, Allyson Fish, senior vice president at IFF Health & Biosciences, told NutraIngredients, emphasizing that, more importantly, the market has been growing consistently over the years. <\/p>\n

\u201cChina is one of our best and fastest-growing markets. The great thing about China is that it is consistently growing. It\u2019s not high growth one year and down the next year,\u201d Fish told us at the recent Healthplex Expo 2026. <\/p>\n

In fact, the consistent growth in China is not necessarily seen in other major markets like North America, according to Fish\u2019s observations. <\/p>\n

\"AsianAsian mom and daughter choosing drinks in supermarket (Images By Tang Ming Tung\/Getty Images)<\/p>\n

A survey by Tokyo-based market research firm MyVoicecom on Foods with Function Claims (FFCs) showed that although awareness of these products is high, more work is needed to increase the consumption rate.<\/p>\n

A total of 11,179 responses were collected between March 1 and 7. <\/p>\n

It found that 28.4% of respondents had consumed functional foods in the past year, with reducing triglycerides and decreasing body fat, improving intestinal environment and regulating bowel movements the top reasons. <\/p>\n","protected":false},"excerpt":{"rendered":"Exterior view of Douyin Group building (Fanliso\/Getty Images) In 2025, Douyin\u2019s annual e-commerce transactions for health foods increased…\n","protected":false},"author":2,"featured_media":566365,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[277],"tags":[239293,4957,103485,239294,239295,24411,86047,6390,158719,113500,11408,219373,88901,18,110307,6059,525,127769,44074,135,19,149335,17,239296,127771,94177,239297,239298,89206,239299,508,27134,239300,4238,7268,239301,124987,542,24868,146970,228909,4657,239302,239303,228734,239304,19366,2709,9223,127775],"class_list":["post-566364","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-18-to-19-years","tag-action","tag-active-lifestyle","tag-athleticism","tag-bainbridge-island","tag-caucasian","tag-chinese-ethnicity","tag-cloud","tag-composite","tag-crop-top","tag-day","tag-digitally-generated-image","tag-effort","tag-eire","tag-exercising","tag-female","tag-fitness","tag-full-length","tag-grass","tag-health","tag-ie","tag-in-a-row","tag-ireland","tag-jogger","tag-jogging","tag-jumping","tag-mid-air","tag-mixed-race-ethnicity","tag-motion","tag-multiple-image","tag-nutrition","tag-one-person","tag-one-young-adult-woman","tag-outdoors","tag-park","tag-repetition","tag-runner","tag-running","tag-series","tag-shorts","tag-side-view","tag-sky","tag-sports-clothing","tag-sun-visor","tag-three-people","tag-training-shoe","tag-united-states-of-america","tag-washington","tag-woman","tag-young-woman"],"share_on_mastodon":{"url":"","error":"Validation failed: Text character limit of 500 exceeded"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/566364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=566364"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/566364\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/566365"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=566364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=566364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=566364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}