A preview of TMO Group's sales data report on the health supplements industry in China during November 2020, including the 11-11 Double Eleven/Singles Day sales festival.

1. TMO GROUP PRESENTS
Monthly Industry Update for China Market
November 2020 Edition
CHINA CROSS-BORDER
HEALTH SUPPLEMENTS
DATA PACK

2. TMO’s Monthly Health Supplements
Data Pack Series
Starting in 2020, each month TMO compiles data from Alibaba’s family of eCommerce platforms
(including Taobao, Tmall, Tmall Global, and Tmall Supermarket) regarding sales of Health Supplements
both domestically and across borders. This data is presented in a form that’s easier for English-
speaking overseas companies and individuals to approach, with an array of charts and tables as well
as translated terms.
To download previous months’ data packs, click on the relevant month below or visit our data pack
download page at https://www.tmogroup.asia/downloads/category/data-pack/
April May June July Aug. Sep. Oct. Nov.
Also by TMO Group:
6.18
EDITION
TMO's 2020 Health & Food Supplements
Industry Report
This free, in-depth industry report covers all the
major bases for overseas companies looking to
sell health and food supplements (such as
vitamin tablets, diet pills, or protein powders) to
China, an exciting market for these types of
products.
For more TMO guides and reports, visit https://www.tmogroup.asia/resources/

3. OVERSEAS FOOD & SUPPLEMENT MARKET
0 RMB
1,000,000,000 RMB
2,000,000,000 RMB
3,000,000,000 RMB
4,000,000,000 RMB
0
800
1,600
2,400
3,200
2019-07 2019-09 2019-11 2020-01 2020-3 2020-5 2020-07 2020-09 2020-11
No. of Brands Sales Revenue
Historical data 2019.7 - 2020.11
* Data was collected at end of November 2020, under the “Food -> Food Supplement -> Overseas Food & Supplements” sub-category on
Taobao, Tmall, Tmall Supermarket, and Tmall Global.
SINGLES DAY SALES
JUNE 18 SALES
November 2020
Brands: 2,427
Shops: 1,966
SKUs online : 61,040
Sales Vol.: 14,651,245
Sales Revenue: 3,282,550,589 RMB
SINGLES DAY SALES

4. SUB-CATEGORY MARKET SHARE
1%
0.80%
1.43%
3.28%
8.10%
6.32%
5.69%
4.10%
14.26%
9.37%
11.61%
16.52%
17.45% Vitamins/Minerals
Other Plant extracts
Beauty Supplement
Protein powder/amino acid/collagen
Mushroom/microbial fermentation
Other Dietary supplements
Omega fatty acid
Probiotics
Other Seafood extraxts
Dietary Fiber/Carbohydrates
Health functional food
Sports slimming food
Animal extracts
Nutrition pack
* Ranked by monthly sales revenue

5. NO. 1
Product: NAD+, Anti-aging
Brand: Misty Hill
Listed price: 48,880 RMB
Selling price: 2012.81 RMB
Sales revenue: 44,418,784 RMB
Sales volume: 22,068
美国进⼝口NMN12000烟酰胺单核苷
酸增强nad延缓抗衰⽼老老基因修复9600
NO. 2
Product: NAD+, Anti-aging
Brand: RealHouse
Listed price: 77,760 RMB
Selling price: 3968.51 RMB
Sales revenue: 42,582,082 RMB
Sales volume: 10,730
NO. 3
加拿⼤大进⼝口NMN12000+抗衰⽼老老增强
型β-烟酰胺单核苷酸NAD+基因修复
NO. 4
澳洲Swisse斯维诗蔓越莓提取精华
胶囊⼥女女⼠士30粒
Product: Cranberry Extract
Brand: Swisse
Listed price: 198 RMB
Selling price: 169 RMB
Sales revenue: 36,260,218 RMB
Sales volume: 214,557
NO. 5
美国NMN12600抗龄衰⽼老老β-烟酰胺
单核苷酸NAD+源基因修复
nmn9600+
Product: NAD+, Anti-aging
Brand: SorLife
Listed price: 79,600 RMB
Selling price: 6944.97 RMB
Sales revenue: 17,577,718 RMB
Sales volume: 2,531
TOP 5 BEST-SELLING PRODUCTS
* Ranked by monthly sales volume
Product: Probiotics
Brand: Jarrow Formulas
Listed price: 298 RMB
Selling price: 263.05 RMB
Sales revenue: 27,428,951 RMB
Sales volume: 104,274
美国⽉月神⼥女女性益⽣生菌私护⼝口服胶囊
妇科⼥女女性霉菌私处护理理 3盒起购

6. BEST-SELLING PRODUCTS (#6-15)
NO PRODUCT TITLE LINK BRAND LISTED PRICE (RMB) SELLING PRICE (RMB) SALES VOL SALES REVENUE (RMB)
6
官⽅方正品澳洲进⼝口NMN150000逆龄
NAD+烟酰胺单核苷酸基因修复港
http://item.taobao.com/
item.htm?id=625384227437
Ezz 11997 2290.4 7,229 16,557,528.98
7
美国进⼝口SchiffMoveFree益节 氨糖软
⻣骨素维⻣骨⼒力力氨基葡萄糖120粒*2
http://item.taobao.com/
item.htm?id=527016966632
Move Free 418 382.9 43,006 16,466,024
8 【推荐】Swisse葡萄籽精华⽚片180⽚片
http://item.taobao.com/
item.htm?id=629007997905
Swisse 339 241.6 61,590 14,880,285
9
增强加量量型NMN10500β烟酰胺单核苷
酸抗修复衰⽼老老基因正品港礼盒装
http://item.taobao.com/
item.htm?id=624167852784
Organika 26228 4114.4 3,289 13,532,141.89
10
美国进⼝口 Schiff Move Free益节 氨糖维
⻣骨⼒力力MSM软⻣骨素绿盒120粒*3
http://item.taobao.com/
item.htm?id=537500964872
Move Free 627 599.6 22,472 13,473,636
11
SYNEXT NAD+澳洲⼩小绿烟酸烟酰胺姜
⻩黄素辅酶Q10抗衰⽼老老澳洲⼩小绿瓶
http://item.taobao.com/
item.htm?id=623044345664
Synext 468 468.0 27,235 12,745,980
12
刘涛推荐澳洲life space益⽣生菌成⼈人⼤大
⼈人调理理肠胃助消化保健品
http://item.taobao.com/
item.htm?id=530687190024
Life Space 320 192.9 65,567 12,650,019
13
⾦金金达威Doctor's Best美国NMN9600进
⼝口抗β-烟酰胺单核苷酸衰⽼老老nad
http://item.taobao.com/
item.htm?id=622693842340
Doctor’s Best 1999 1885.1 6,677 12,586,523
14
Swisse斯维诗vd钙娘娘钙澳洲钙+维⽣生
素D150⽚片孕妇钙⽚片中⽼老老年年补钙
http://item.taobao.com/
item.htm?id=527036337530
Swisse 298 169.5 73,735 12,496,415
15
美国进⼝口Schiff MoveFree氨基葡萄糖
维⻣骨⼒力力氨糖软⻣骨素红瓶200粒*2
http://item.taobao.com/
item.htm?id=526945915188
Move Free 498 454.2 27,420 12,453,100
* Ranked by monthly sales volume

7. Price distribution (in RMB)
* Ranked by monthly sales volume
PRODUCT PRICE RANGE
0 250k 500k 750k 1M 1.25M 1.5M 1.75M 2M 2.25M 2.5M 2.75M 3M 3.25M 3.5M 3.75M
Sales Vol.

8. POPULAR PRODUCT CHARACTERISTICS - 1
0 1,250,000 2,500,000 3,750,000 5,000,000
710,396
1,102,540
1,677,183
4,234,681
4,606,376
Australia USA Japan Germany Canada
Monthly Sales Volume by Country of Origin
0 1,500,000 3,000,000 4,500,000 6,000,000
635,870
966,909
1,180,584
4,915,565
5,778,094
Tablet Capsule Granule Powder Liquid
Monthly Sales Volume by Product Form
0 275,000,000 550,000,000 825,000,000 1,100,000,000
156,085,158.6
204,207,111.6
486,302,102.3
816,465,047.6
1,032,183,491
USA Australia Japan Germany Canada
Monthly Sales Revenue (RMB) by Country of Origin
0 350,000,000 700,000,000 1,050,000,000 1,400,000,000
200,209,894.6
206,278,701.4
235,215,435.6
1,201,187,103
1,211,003,784
Tablet Capsule Powder Liquid Granule
Monthly Sales Revenue (RMB) by Product Form

9. Collagen
Curcumin
Plant Extracts
Grape Seed Extract
Probiotics
NMN
CLA
Hyaluronic Acid
NR
Conjugated Linoleic Acid
0 17,500 35,000 52,500 70,000
14,537
16,446
18,363
19,522
20,415
21,316
22,068
23,094
27,235
63,968
Monthly Sales Volume and Revenue (RMB) by Nutritional Ingredient
POPULAR PRODUCT CHARACTERISTICS - 2
11,790,064.45 RMB
2,775,759 RMB
2,918,313 RMB
41445008.91 RMB
3,289,232 RMB
44,418,783.68 RMB
5,046,420.26 RMB
12,745,980 RMB
25,109,338 RMB
2,996,661.8 RMB

10. 晓资抗糖
AXXZUA ANTI-
SUGAR
TOP 20 SEARCH KEYWORDS
强肾王
KIDNEY
STRENGTH
液体钙⽚片
LIQUID CALCIUM
⽩白兰⽒氏
BRAND’S
巴⻄西蜂胶胶囊
BRAZILIAN BEE
GLUE
CAPSULES
A护眼维⽣生素
EYE PROTECTION
VITAMIN A
孙俪钙澳洲
SWISSE
SWISSE
CALCIUM
善存官⽅方旗舰店
中⽼老老年年
CENTRUM
FLAGSHIP
STORE
丸滋阴
YIN NOURISHING
PILLS
精氨酸
ARGININE
RISING KEYWORDS
* Number in parentheses refers to Search index
Epiphysin 230609
Vitamins 204888
Vitamin B6 163484
Meal Replacement 152764
dha 147811
Vitamin B2 133427
Adult Stomach Probiotics 129411
Folic Acid 129194
Vitamin B 122772
Vitamin D 121085
Collagen Liquid 110983
Meal Replacement Shake 109258
Live Protection Pills 106314
Multivitamins 102365
Protein Bars 101332
Glucosamine 84497
Senior Calcium 84347
Swisse 74305
Women Calcium 67869
Japan 67331

11. NO. 5
Product: Lutein
Brand: NaturElan
Listed price: 159.9 RMB
Sales price: 139.9 RMB
Sales volume: 88,375
薇娅推荐叶⻩黄素软糖呐兔护眼保健
品保护视⼒力力⼉儿童护眼⽚片成⼈人防近视
NO. 1
Product: Cranberry Extract
Brand: Swisse
Listed price: 198 RMB
Sales price: 169 RMB
Sales volume: 214,557
澳洲Swisse斯维诗蔓越莓提取精华
胶囊⼥女女⼠士30粒
NO. 3
Swisse澳洲进⼝口钙⽚片维⽣生素
DVD150粒补钙易易吸收中⽼老老年年成⼈人孕
妇钙⽚片
Product: Calcium
Brand: Swisse
Listed price: 153 RMB
Sales price: 79 RMB
Sales volume: 102,604
NO. 4
美国⽉月神⼥女女性益⽣生菌私护⼝口服胶囊
妇科⼥女女性霉菌私处护理理 3盒起购
Product: Probiotics
Brand: Jarrow Formulas
Listed price: 298 RMB
Sales price: 238.4 RMB
Sales volume: 104,274
NO. 2
Jamieson健美⽣生 天然维⽣生素C咀嚼
⽚片甜橙味120粒 ⾼高浓度VC
Product: Vitamin C
Brand: Jamieson
Listed price: 197-257 RMB
Sales price: 99 RMB
Sales volume: 217,402
FASTEST-GROWING PRODUCTS
* Ranked by monthly sales volume

12. TOP 10 CROSS-BORDER STORES
Tmall global flagship store
Swisse overseas flagship store
Ali Health overseas flagship store
Tmall global beauty store
MoveFree overseas flagship store
GNC overseas flagship store
RealHouse overseas flagship store
DoctorsBest overseas flagship store
MistyHill overseas flagship store
Doppelherz overseas flagship store
0 RMB 100,000,000 RMB 200,000,000 RMB 300,000,000 RMB
203,565
22,117
142,106
23,930
200,721
186,881
600,626
700,993
550,436
1,503,480
39,587,761
44,724,327
46,734,287
49,621,435
55,608,160
82,678,815
92,366,446
92,453,489
141,482,837
291,888,472
Monthly Sales Revenue (RMB) Monthly Sales Vol

13. 0
1,500
3,000
4,500
6,000
SKUs On Shelf
457
806
33
1,468
406500
1,7271,765
332
5,433
TOP 10 HEALTH SUPPLEMENTS BRANDS
58,436
454,569
23,930
359,475
158,302224,073304,532
595,266
276,296
2,220,768
Sales vol
KEY BRAND REVENUE (RMB) COUNTRY ORIGIN
Swisse 379,429,065 Australia
Move Free 115,179,794 USA
Blackmores 94,084,902.03 Australia
GNC 74,851,855.91 USA
FANCL
Healthscience
59,431,294.55 Japan
Doctor’s Best 55,475,434.54 USA
Puritan’s Pride 50,975,193.12 USA
RealHouse 49,621,435.45 Canada
Jamieson 49,083,952.41 Canada
Pola 48,580,050.03 Japan
* Ranked by monthly sales volume
Top 10 Health Supplements Brands by Sales Volume

14. 14
November Analysis
Overall, sales on 11-11 were significantly lower than in 2019. However, this statistic by itself is misleading. In fact, sales
during November were higher in 2020 than the previous year. This is likely a result of brands moving from treating 11-11
as a single sales day to spreading their discounts and promotions out throughout the month, creating a more relaxed
and less frantic sales period. Possibly a response to discontent among some shoppers who had stayed up until midnight
to grab the best deals and still found their desired items sold out instantly! At any rate, spreading out the sales period
throughout the month (with November 1st now a particular focus for some) gives smaller brands more space to stand
out, and gives consumers more time to compare prices and consider purchases.
For the most part, our featured top brands saw sales growth compared to last year, though iSDG (featured in June’s data
pack) saw its sales drop to closer to its June sales figures. Doppelherz, the other brand we featured in June but not this
month, saw only a minor increase compared to 2019. One of our newly featured brands, FanCL, in fact saw a sales peak
on November 16th, showing that sales success is possible with a strategy focused away from the main event on the 11th.
Two of the fastest growing products of the month also cracked the top five in total sales, Swisse’s High Strength
Cranberry extract, and Princess Luna’s Vaginal Probiotic. Both represent new product categories for the top five, but
this month it is NAD+ anti-aging products that were the real winners, with three of the top five belonging to that category.
The mainstay categories from the past four months - Calcium and Vitamin D supplements - did not make an appearance.
It is also worth noting that overall sales revenue didn’t peak in November this year. In fact, unlike the previous year, there
was a bit of an overall dip in revenue. This may be because health supplements aren’t among the main product categories
that consumers are interested in during the sales festival, or that most major brands aren’t pushing their products as hard
during this period as brands in other industries.

15. TMO (Technology for Mobile and Online) Group is an eCommerce service provider with offices in Shanghai, Hong Kong, and Amsterdam
servicing medium & large enterprises with cutting-edge solutions for eCommerce, O2O, Mobile, and Cloud value-added services.
We strongly advocate the adoption of cutting-edge technologies and business models including the Internet of Things (IoT) and O2O integration,
working closely with our clients on providing software solutions as well as strategizing hardware solutions. We guide our clients from initial business
requirements, planning, design, and the development stage to long-term managed services empowered by marketing & cloud applications.
Leveraging our experience in eBusiness models on Web and Mobile Solutions, we have serviced foreign and asian B2B as well as B2C companies
with innovative eCommerce business solutions in Asia, Europe, and the U.S., engaging in long-term partnerships and growing our clients’ business.
ABOUT TMO GROUP
To keep up with the latest Chinese eCommerce and Health Supplements information and insights,
email us at info@tmogroup.asia to subscribe, click to follow us on social media, or scan the QR to follow our WeChat account:
facebook.com/tmogroup
twitter.com/Tmogroup_SH
linkedin.com/company/tmo-
group
In Association with Health Products Association –
China (HPA-China)
HPA is a U.S. non-profit 501(c6) association dedicated to the overall
natural health products industry including dietary supplements, organic
foods, natural cosmetics, sports nutrition and traditional herbal products.
The association’s primary focus is the continued development of China’s
dietary supplement and overall natural health product industry.