China: Probiotic supplements in e-commerce

Strategic Fact Sheets

Published December 2020. China is a hotbed of probiotics activity, with the country propelling the category’s growth across Asia. It accounts for 3 million online reviews – the largest in the world – with the vast majority of them overwhelmingly positive, averaging at 4.86 starts out of 5.

In this special report we detail the most popular products, brands, suppliers, strains and species in terms of online engagement and look at the target populations and health conditions that are driving engagement. We also feature key market insights from NutraIngredients-Asia editor-in-chief Gary Scattergood, who assesses the business, regulatory and research landscape in the country, all set against the context of the very latest Lumina data.


What this report gives you:

  • Key numbers for China, reviews, online engagement and price.
  • An overview on immunity, digestion and  women’s health.
  • Competitive landscape including differentiators; format, dosage, delivery systems.
  • Supply chain – who are the main ingredient suppliers and their partners.
  • Ingredient make up of most reviewed brands, including any pre-biotics.

Quick facts:

  • Between 2017-20, the fastest growth in consumer engagement in China was recorded by probiotics to support urinary tract infections.
  • Only 30% of probiotic products on the China market make health claims on pack , versus 51% that do via their website.
  • The most popular product format for reviews between 2017-20 is packets, sachets and sticks, at over 2.1 million reviews. However, the fastest growing in the first half of 2020 was liquids, up 186%.
  • In terms of the number of reviews by brand owners, H&H and BY-Health top the list for digestive health and immunity, with BY-HEALTH and Jarrow Formulas topping the chart for women’s health.
  • While the average price of a product across the board is US$37, international brands charge on average double their domestic counterparts.

Preview – 2 slides of 54:


  • Country overview
  • Product analysis by:
    • Target population
    • Format
    • Price
    • Delivery system
  • Health benefit analysis with focus on:
    • Digestion
    • Immunity
    • Women’s health
  • Health claims by:
    • On pack
    • On websites
  • Competitive landscape
  • Supply chain
  • Ingredients by:
    • Species/strains: Generic versus proprietary
    • Prebiotics
    • Dosage
    • Methodology

Got questions about the probiotics market?

We examine the key players, trends and target consumers in over 20 countries, as well as explore how Lumina can help you form a fact-based business strategy.