ÌÇÐÄÆƽâ°æ

In 2023, the size of China’s functional foods market reached around billion yuan, an increase from billion yuan in the year prior. With growing disposable income and awareness of healthy lifestyles, the desire for a balanced and healthy diet has expanded rapidly in recent years.

Shifting sales channels for health foods

The distribution of health food in China is evolving, with direct sales becoming the leading sales channel. E-commerce platforms still play a crucial role, accounting for over one-third of total sales. Among online retailers, Alibaba's platforms dominate the health and nutrition e-commerce market, holding a market share far ahead of its competitor JD.com. 

Competitive landscape of China’s functional foods market

The health food industry in China is highly fragmented, with leading brands holding relatively small market shares. Currently, By-health, a domestic nutritional and dietary supplements company, dominates the overall market compared to other leading brands in China’s health and functional foods industry. Notably, the competitive landscape varies between online and offline channels. In the online market, Swisse has overtaken By-health to become the