Health awareness keeps rising.

Prevention is better than cure.

Online health supplement sales grow steadily.

80.5% of users are aged 26–45.

66.1% married.

90.3% belong to middle or high income groups.

• Teachers and service staff have TGI of 140.3 and 121.9 respectively.
• Top ingredients: Vitamin B complex, taurine, American ginseng.
• Tianjin spends most on fatigue relief; Beijing, Shanghai, Guangzhou lead in transaction value.

Glucose meters, oxygen concentrators, blood pressure monitors, wheelchairs and wellness devices rank top 5 by sales, jointly accounting for over 50% of the category.

• Post‑90s/95s become family health managers – both user and GMV share rising.
• Core features: dynamic sensing, HD digital display, voice broadcast, portable noise reduction.

Nationwide health checkup packages are bestsellers.

White‑collar workers in first‑tier cities buy them for parents as filial gifts.

HPV vaccines (9‑valent, 4‑valent) surge in popularity, with cross‑border vaccination normalised and private hospitals booming.

Dental care has formed a full service chain: cleaning → filling → orthodontics → implants.

Users aged 16–25 boosted GMV by 36.9% YoY, with their share rising to 6.0%.

• Bird's nest accounts for nearly 30% of TCM tonic food sales, followed by donkey hide gelatin and herbal tea.
• Moxa products dominate TCM health devices; sea salt therapy bags grew 43.5% YoY.
• Domestic brands (Yuyue, Tongrentang) lead the big health market.

Hyaluronic acid alone accounts for over 50% of cosmetic procedure sales, together with hair transplant/eyebrow embroidery and slimming injections occupying >80% share.

Post‑90s/95s prefer slimming injections and liposuction.

Age 26–45 focus on hair transplant, skincare and anti‑ageing treatments.

Boosting immunity and bone health are top shared needs.

Men specifically buy “kidney tonics” (7.7%) and liver care products.

Women prioritise beauty enhancement and weight management among top 5 supplement types.

Users above 46 shift toward anti‑oxidants (top 3), while the young favour sports nutrition.

Ages 16–25: sports nutrition + weight management.

They buy melatonin from midnight to 6am (TGI >100) while still enjoying snacks and junk food.

Ages 26–45: beauty supplements enter top 5; managing blood lipids rises.

Age 46+: anti‑oxidants and kidney support become priorities.

Bird's nest is the **** tonic in both northern and southern China, but consumption habits differ:

🔵 Beijing: lavish spending, premium bird's nest (whole & shredded) >93% share.

Shanghai: rational and refined, prefers value‑priced strips (5.5% share).

Guangdong: low‑key and pragmatic, economical forms (nest corners & broken pieces) exceed 7%.

Top 10 big health brands in 2019: Yuyue, Tongrentang leading – domestic brands dominate.

• Trend 1: Accelerated online health consumption – e‑commerce convenience fuels growth.
• Trend 2: Demand diversification gives rise to niche categories (workplace, home, aesthetic).
• Trend 3: Regional consumption rises – traditional wellness geography disrupted.
• Trend 4: Diverse consumer groups – new generations join the health economy.

1. Blood glucose monitors
2. Oxygen concentrators
3. Blood pressure monitors
4. Wheelchairs
5. Wellness therapy devices

Top 5 provinces/cities by spending intensity: Tianjin, Chongqing, Hubei, Henan, Beijing.

Top 5 by transaction value: Beijing, Shanghai, Guangdong, Jiangsu, Zhejiang.

Workplace “survival” is most acute among teachers, service staff and public institution employees, boosting anti‑fatigue category growth.

Home healthcare devices are increasingly purchased for elderly parents – user awareness and brand expansion reinforce each other.

Post‑90s/95s proactively manage family health and buy devices for parents.

Health checkups have become a regular “health report” for white‑collar employees.

HPV vaccine heated discussions show young women’s preventative awareness.

Traditional TCM tonics ride the “Guochao” trend – young consumers boost bird’s nest and moxa sales.

Hyaluronic acid claims more than half of the aesthetic procedure market; hair transplant and slimming injections surge.

Young prefer slimming and liposuction; middle‑aged focus on anti‑wrinkle and ageing prevention.

Health consumption becomes more refined and individualised.

• Teachers TGI 140.3 ████████
• Service staff TGI 121.9 ██████
• Public institution employees TGI 102.0 █████

Students have lower TGI due to limited purchasing power, but show future potential.

Male‑specific: kidney tonics (7.7%), liver care (2.8%).
Female‑specific: beauty enhancement, weight management (both in top 5).
Immunity boost is universal.

Melatonin purchases between midnight and 6am: TGI >100 for post‑90s/95s, significantly higher than the average population.

They mix sports nutrition with indulgent snacks – a contradictory wellness lifestyle.