Can the Health Food Market Break the Sales Ceiling?

Sales of health products on the Tmall platform have exceeded RMB 54 billion yuan (USD $8.3 billion) in FY21, up 24.6% year-on-year. With the normalization of the pandemic, health food sales growth has slowed in FY21. Calcium, multivitamins, and probiotic-related products occupied the top three sales in FY21 and grew for two consecutive years.

Especially, multivitamins showed the greatest potential by reaching RMB 3.6 billion yuan (USD $550 million) of sales on the Tmall platform, with an increase of nearly 40% year-on-year. Relieving mouth ulcers and improving immunity became the main reasons for consumers to choose multivitamins products. In addition, some consumers will buy other functional health products according to their needs along to make combinations of “multivitamins + folic acid” or “multivitamins + probiotic”. (Source:

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