Douyin on key drivers behind health food sales boom, opportunities to capitalize on
In 2025, Douyin’s annual e-commerce transactions for health foods increased by over 50% year-on-year, with the total number of global users growing by 37%.
According to Huang Zhi Qiao, Operations Manager of Overseas Business (Health Foods) at Douyin, the interest-based commerce boom on Douyin can be attributed to three main drivers.
The three main drivers are the increasing number of consumers buying high-value overseas health products, more young people purchasing health foods, and the strong purchasing power of the silver generation in urban cities.
Sports nutrition in China: CPT unveils four big opportunities
Chinese sports nutrition brand CPT, which celebrates its 25th year in 2026, unveils the four major growth opportunities it sees in the category.
A key opportunity is catering to women and seniors, especially with women surpassing the number of men doing sports.
Yet, many products on the market are primarily designed for men, focusing on muscle-building needs, Dr Wei Bing, deputy general manager of CPT’s supply chain department, said.
“The Chinese probiotic market has evolved a lot” - Biome Australia
Practitioner-only probiotic company Biome Australia is keeping a close eye on China’s probiotic market as part of its broader long-term international growth strategy following what its founder says is a market that has “evolved a lot” in the past five years.
One of the biggest transformations, said Founder, CEO and Managing Director Blair Vega Norfolk, was how cross-border e-commerce platforms like JD Health and Tmall are focusing more on engaging healthcare professionals, instead of simply celebrities or online influencers.
Another major transformation in the Chinese probiotic market is a greater awareness of strain specificity and health benefits beyond gut health, he said.
China’s probiotics market sees fast, consistent growth, says IFF
China is one of the “best and fastest” probiotic markets, Allyson Fish, senior vice president at IFF Health & Biosciences, told NutraIngredients, emphasizing that, more importantly, the market has been growing consistently over the years.
“China is one of our best and fastest-growing markets. The great thing about China is that it is consistently growing. It’s not high growth one year and down the next year,” Fish told us at the recent Healthplex Expo 2026.
In fact, the consistent growth in China is not necessarily seen in other major markets like North America, according to Fish’s observations.
Awareness of FFCs high but more needs to be done to raise uptake – Japan survey
A survey by Tokyo-based market research firm MyVoicecom on Foods with Function Claims (FFCs) showed that although awareness of these products is high, more work is needed to increase the consumption rate.
A total of 11,179 responses were collected between March 1 and 7.
It found that 28.4% of respondents had consumed functional foods in the past year, with reducing triglycerides and decreasing body fat, improving intestinal environment and regulating bowel movements the top reasons.
