China’s Nutritional Market Insights: The Growth of Health Food Sales and Probiotics Trends

Here’s a summary of the key points from the article:

1. Douyin’s Growth in E-commerce:

   • In 2025, Douyin’s e-commerce transactions for health foods rose by over 50%, with global users increasing by 37%.
   • Major growth drivers include:
     • Rising interest in high-value overseas health products.
     • More young consumers purchasing health foods.
     • Increased purchasing power among urban seniors.

2. Focus on Women and Seniors in Sports Nutrition:

   • Chinese sports nutrition brand CPT identifies growth opportunities by catering to women and seniors, noting a greater participation of women in sports compared to men.
   • Current products often target men, focusing primarily on muscle-building.

3. Evolving Probiotic Market:

   • Biome Australia sees significant growth potential in the Chinese probiotic market, which is emphasizing strain specificity and health benefits beyond gut health.
   • Cross-border e-commerce platforms are engaging more with healthcare professionals rather than influencers.

4. Consistent Growth in China’s Probiotic Market:

   • China’s probiotic market is recognized for its consistent growth, unlike other global markets.
   • Consumers are increasingly informed about probiotic supplements, leading to steady market expansion.

5. Functional Foods Consumption:

   • A study showed high awareness of functional foods in Japan, although consumption rates are still low, with only 28.4% of respondents having consumed them in the past year.
   • Main reasons for consumption include health benefits like reducing triglycerides and improving intestinal health.

This summary highlights the significant trends and opportunities in health foods, sports nutrition, probiotics, and functional foods in the Chinese market.