China's Health Products Entering the U.S.: Tapping into the Billion-Dollar Market, These Trends and Strategies Should Not Be Missed

1. U.S. Health Supplement Market: Largest Scale, Steady Growth

According to the Magic Mirror Insight "2024 Overseas Health Food White Paper," the United States is the largest online market for health products in the world, with sales reaching 75.05 billion yuan in the first half of 2024 (a year-on-year increase of 14.5%), accounting for over 80% of the total scale of overseas online health products. Data shows that 74% of American adults use health products long-term, and the demand for mid-to-high-end products has significantly increased (for example, the sales proportion of products priced between 200-350 yuan has risen).

(Screenshot from Report Page 16: US Site Sales Data)

2. Opportunities for Chinese Brands: Differentiation and Localization

High-growth categories: Joint/Bone health, Brain health, and Cardiovascular health products are leading in growth rate.

Formulation Innovation: The product forms in the U.S. market are diverse (gummies, liquids, powders, etc.), while domestic brands mainly focus on gummies, which can learn from overseas formulation upgrades.

Brand dispersion: The CR5 in the US market is only 5.7%, with leading brand shares all below 2%, providing new brands with room to break through.

Case Reference:

Anker Innovations is deeply cultivating the U.S. market through Amazon, with overseas online revenue accounting for 70.3% in 2023. Its strategy includes refined operations on third-party platforms + independent sites.

NOW brand has achieved dual-line growth in the US and domestic markets with probiotic and fish oil products.

3. Key Channels and Operations: Primarily Amazon, supplemented by social e-commerce

Core platform: Amazon US site accounts for 94% of overseas online sales (87.71 billion yuan), which needs to be prioritized.

Emerging channels: The penetration rate of social e-commerce platforms like TikTok and Instagram is increasing among the younger demographic.

Logistics and Compliance: Pay attention to US FDA certification, labeling regulations, and optimization of distribution costs in the Midwest region.

The potential of the U.S. health supplement market is enormous, but the competition threshold is gradually rising. Chinese brands need to combine data insights, product innovation, and localized operations to share in the dividends of this mature market.

Data Source: Magic Mirror Insight "2024 Overseas Health Food White Paper"

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