This is according to the latest statistics compiled by industry association China Chamber of Commerce for Import & Export of Medicines & Health Products (CCCMHPIE) published last month.
China imported health foods worth US$8.28bn in total, a year-on-year (yoy) increase of 6.9%, and exported health foods worth US$4.6bn, up 7.8%.
The country’s health foods imports have also exceeded its exports for the third year in a row, amounting to a trade deficit of US$3.68bn last year.
The ballooning gap between health foods imports and exports signals a persistent demand for premium products among Chinese consumers, which also shows how China’s health foods sector is transiting from a “scale-oriented” to “quality-oriented” growth, the association said.
Germany’s growth continues
Germany’s exports were valued at US$1.35bn, up 15.5% yoy. The market share of German products also expanded to 16.2%.
According to the report, German’s products were favored for their high quality and innovative technologies, which has helped build the word-of-mouth among Chinese consumers.
“The trend also reflects a continual demand among Chinese consumers for professional, segmented health foods, especially in categories such as fish oil and vitamins, where German brands have established a notable competitive advantage,” said the report.
In contrast, Australia, being the third largest exporter, saw export value decline by 21.5% to US$831m.
The market share of Australian health foods in China also fell from 14.7% in 2023 to 10% in 2025.
Intensifying competition from the U.S. and German brands in traditional health foods categories, such as fish oil, was highlighted as a reason for a decline in Australia’s exports. Under such circumstances, natural botanicals, bone and joint health, as well as beauty-from-within have become Australia’s stronger health foods categories in China.
As the top exporter, the U.S. exported health foods worth US$1.65bn, which was a yoy increase of 8.6%. Nearly one in five health foods exported to China (19.9%) came from the U.S. last year, a trend similar to past years.
“This shows that the brand influence and penetration of American products remain solid in China’s premium health and nutrition consumption market,” said the report.
Multivitamin and sports nutrition products were the key exports from the US. In general, exports from the US were centered around the functional benefits of the products.
Hong Kong, the Netherlands, Indonesia, New Zealand, South Korea, the U.K. and Thailand were the other top 10 health foods exporters into China last year.
The European Union exported health foods valued at US$2.23 to China last year, amounting to a market share of 26.9%. Germany, the Netherlands, France, Italy and Spain were the main exporters.
The Association of Southeast Asian Nations (ASEAN), on the other hand, exported US$972m to China, with Indonesia, Thailand and Malaysia as the top three exporters.
What’s being exported in China?
Once a top health food exported into China, the exports of edible bird’s nest have slowed down in recent years. Last year, exports of edible bird’s nest into China US$555m, 23.4% lower than it was in 2023.
Royal jelly was another category in which demand has shrunk by over 50% to US$99k.
In contrast, the demand for seal oil capsules have continued to grow, with exports to China up 20.5% yoy to US$35.7m last year, which shows how interest in healthy oils from specific oceans has increased among Chinese consumers.
The exports of vitamins and minerals into China also increased to US$419m last year.
Staying ahead of the competition
To stay ahead of the competition in China, the report noted that health foods exporters should pay attention to the science behind the products, the personalization of products and supply chain efficiency, among others.
For example, exporters could focus on communicating ingredient transparency, ways to use the product, and how the products translate into actual, visible benefits, said the report.
“China’s imported health supplement market is currently in a phase of high growth, high differentiation, and high demand. Competition among importers will revolve around scientific evidence, personalization, content marketing, and cross-border supply chain efficiency.”
