Health Product Compliance for Overseas Markets: One-Stop Knowledge Base
Created on 08.25
Introduction 1: About the Knowledge Base
1.1 Produced by Zhongnan Whale Navigation International
This "Health Product Going Abroad" knowledge base comes from our accumulation of experience in serving the export of health food.
In the past few years, we have interacted with hundreds of health food brands, factories, and operators. From "how to go overseas" to "how to comply with regulations," from market environment, platform entry to finding sellers, finding influencers, and advertising, what everyone asks the most are actually three things:
👉 Which market is reliable?
👉 Which platform is suitable?
👉 How to increase volume and achieve conversions?
We are assisting clients in solving these issues while also documenting and organizing them.
Now, these practical experiences, compliance requirements, platform policies, and content methods have been compiled into a knowledge base, hoping to be helpful to you as well.
1.2 Chapter Directory (Continuously Updated)
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1.3 Who is this knowledge base suitable for?
- Health food brands / factories looking to go overseas
- Want to run the operation teams of TikTok, TEMU, and Amazon
- Health consultant and community distributor for micro-businesses
- Looking for reliable overseas buyers / distributors in the supply chain
- Want to learn about the strategies for going overseas in the health food industry from relevant practitioners.
1.4 Knowledge Base Description
This "Health Product Going Abroad" knowledge base was collected/organized by the Zhongnan Whale Navigation International team—
📂 Based on past service cases/experience, partner sharing, platform/network public information;
🔄 Will continue to update based on the latest policies, platform rules, and market changes;
📑 Aimed at sharing for reference with more industry partners, not selling courses, not promoting;
🤝 If there are any inappropriate aspects of the content, please feel free to point them out; if you have better experiences and cases, you are also welcome to share and co-create;
💬 What practical information would you like to see? We also look forward to your feedback so that the knowledge base can be more aligned with the actual needs of the industry.
Preface II: About Zhongnan Whale Navigation International
2.1 Health Food Compliance Export Expert
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2.2 Reliable Partners for Cross-Border Performance
Based in North America, radiating to the US, Canada, Mexico, the UK, and Vietnam | Port · Warehousing and Distribution · Full Chain Connectivity
▶ International Ocean Freight End-to-End: Booking - Container Pickup - Customs Clearance - Direct Truck Delivery
▶ Warehouse and distribution combination plan: Full container DDP/DDU + Smart overseas warehouse drop shipping
▶ North America Health Food Compliance Hotline: 20 years of experience + Timely compensation commitment
▶ For Erjie Consolidation: China to Global "Small Package Discount Channel" Chinese Packages | Affordable and Fast | Door-to-Door Full Service
2.3 Official Website
1. Definition of Health Food
1.1 National Standards for Food Safety Health Food
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National Standards for Food Safety Health Food.pdf
1.2 What is "health food"
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1.3 What do the "Little Blue Hat" and "Approval Number" mean for health food?
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1.4 Health Food Logo and Vector Graphics
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Announcement of the State Administration for Market Regulation on the Release of the "Guidelines for Labeling Standards of Health Food" .pdf
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II. Health Food Registration and Filing
2.1 How can health food be sold legally?
In China, health food products cannot be produced or sold casually.
To go public, it is necessary to first pass the "registration" or "filing" system set by the state.
2.2 What is the difference between registration and filing?
We can understand it this way:
Project | Register | Record Filing |
Product Type | Complex functions, new ingredients, health foods imported for the first time | Raw materials are clear, high safety, and belong to "nutrient supplements" |
Review intensity | Strict, expert review, animal experiments, and human trials must all be conducted. | Simple, only check materials, do not conduct functional tests. |
Approval Authority | State Administration for Market Regulation (Beijing) | Provincial Market Supervision Administration |
Approval Time | Generally takes 1 to 3 years | Fast, 6 to 8 months |
In simple terms:
Registration is like the "college entrance examination," with strict requirements, a long cycle, and significant investment, but you are qualified to promote health functions;
Filing is like "registration"; as long as the information is standardized and does not exceed the limits, the local government will give you a number.
2.3 Who can apply? Clarify the qualifications of the applicant.
This part, many companies are prone to pitfalls. Not everyone can apply, especially for the record!
We divide it into domestic and imported:
🔴 Qualification of the applicant
Type | Who can apply? | Key Points |
domestic | Legal person or other organization registered in China | Brand companies, research institutions, and manufacturing enterprises are all acceptable. |
Import | Overseas manufacturers | Also requires a "legal listing certificate from the home country" |
Description:
The registration certificate is valid for 5 years;
Allow changes, transfers, and cancellations;
Apply for "extension" 6 months before the certificate expires, otherwise it will become invalid.
🟢 Qualification of the Record Application Person
Type | Who can apply? | Key points |
domestic | Health food production enterprise | Must have a "Health Food Production License"; the brand side cannot apply separately. |
Import | Overseas manufacturers | And the product must have been launched locally, that is, there is a "local上市证明". |
Note:
Filing certificate No validity period;
Cannot be transferred, can only be changed or canceled;
To change the content (such as tags, formulas), a new change request must be submitted.
2.4 What products should be registered? What products can be filed?
This point is the easiest to confuse, let's break it down:
🔵 Registration situation:
Use new raw materials: Ingredients not listed in the national catalog, such as using "loquat leaf extract" as the main ingredient for the first time;
Mainly focuses on health functions: such as claiming to "improve memory," "regulate blood lipids," and "enhance immunity";
First imported product: produced abroad, first application to enter the Chinese market.
🟢 Situations that can be filed:
Common Nutrient Supplements: such as "Vitamin C Tablets," "Calcium Tablets," "B-complex Vitamins;"
Using raw materials listed in the catalog: such as "calcium carbonate," "vitamin E," "protein powder," etc., which are clearly permitted by the country;
No functional claims/clear functional standards: The product only supplements nutrition and does not promote therapeutic or regulatory functions.
That is:
If you are an innovative and highly functional product - go register;
If you are engaged in regular products related to maintenance minerals and nutritional supplements - go for filing.
2.5 How to proceed with the process? A table for clarity
Process Stage | Registration (Functional) | Record (Nutrient Type) |
Material Preparation | Product Development Report, Safety Evaluation, Animal Testing, Human Taste Testing, Label Description, etc. | Product formula, inspection report, label sample, quality standards, etc. |
Submitting Unit | State Administration for Market Regulation (Beijing) | Provincial Market Supervision Bureau of the product's place of production (e.g., Guangdong Provincial Market Supervision Bureau) |
Review Content | Material Review + Expert Evaluation + On-site Inspection + Laboratory Re-examination | Material compliance review, basically no on-site inspection is conducted. |
Approval Result | Issuance of "Health Food Registration Certificate" | Issuance of "Health Food Filing Certificate" |
Time Period | 1 to 3 years (depending on whether the materials are adequately prepared) | 3 to 6 months (materials compliant can be filed) |
2.6 What are the uses of certificates and credentials?
These two documents are the "identification cards" that determine whether your product can be launched and advertised.
Name | Function |
Registration Certificate (National Food Health Registration G/J+ Number) | Indicate that you are a "functional" product, capable of promoting functions such as "regulating blood lipids, improving memory," etc. |
Filing Certificate (Food Health Backup G/J+ Number) | Indicate that you are a legitimate product that can be sold both online and offline, but cannot promote functions, and can only say it is a "nutritional supplement." |
At the same time, when selling products (especially online), you must display this record number or registration number; otherwise, it falls under "unlicensed sales," which is illegal.
III. Directory of Health Food Ingredients
What is the "Directory of Health Food Ingredients"? It must be clarified before making products.
3.1 Why is there a "Raw Material Catalog"?
In China, the production and sale of health food are strictly regulated.
You cannot use any raw materials you want; the country has made clear restrictions on the raw materials that can be used for health food products.
So, the country has formulated a very important list called the "Directory of Health Food Ingredients." It is like a "manual of permitted materials," telling you which ingredients are allowed for filing health food products.
3.2 What is the role of the raw material catalog?
There are three core functions:
✅ Tells you which ingredients can be used: Those not in the directory must go through the 【registration】 process if you want to use them;
✅ Determines whether you can file for record: Only by using the materials listed in the catalog can you take the fast track of 【filing】;
✅ Clearly define the scope of use and quantity requirements: it's not just "listed" and can be used casually; each ingredient has corresponding usage amounts, safety limits, applicable populations, and other restrictions.
3.3 What health food ingredients have been announced by the state?
As of now (2025), the country has released multiple raw material catalogs, mainly including the following categories:
🟢 Nutrient Raw Materials (Latest Version)
《Health Food Raw Material Directory Nutrient Supplements (2023 Edition)》 ➤ Covers 22 types of nutrient raw materials (such as Vitamin A, D, E, C, Calcium, Iron, Zinc, Iodine, Folic Acid, etc.) ➤ This is currently the most widely used raw material list for registered products.
🔗 Official information source:State Administration for Market Regulation 2023 Announcement
🟠 Functional Single Ingredient Directory (can be used as the main ingredient for record-keeping products)
The following have been separately included in the national raw material directory, which means that if you use them as the main materials and meet the specified conditions, you can directly file them without registration:
Raw Material Name | Release Directory Name |
Coenzyme Q10 | Health Food Raw Material Directory Coenzyme Q10 |
Broken Wall Ganoderma Spore Powder | Health Food Raw Material Directory: Broken Wall Ganoderma Spore Powder |
Spirulina | Health Food Raw Material Directory: Spirulina |
fish oil | Health Food Raw Material Directory - Fish Oil |
Melatonin | Health Food Raw Material Directory: Melatonin |
Soy Protein Isolate | Health Food Ingredient Directory: Soy Protein Isolate |
Whey Protein | Health Food Raw Material Directory Whey Protein |
👉 These directory files will detail:
Raw Material Source
Daily Maximum Intake
Claimable functions (such as "assist in lowering blood lipids" "improve sleep" etc.)
Unsuitable population (such as pregnant women, children, etc.)
Dosage form restrictions (tablets, capsules, granules, etc.)
3.4 How do enterprises use the raw material catalog?
If you are a brand or factory that produces health supplements, then this catalog directly determines whether you can quickly launch products.
✅ Raw materials used in the catalog → Can be filed, quick time, low cost;
❌ Raw materials not in the catalog → Must be registered, long cycle, strict review, high cost.
Many companies will do product planning like this:
"First, create a few nutrient-based products using the ingredients listed in the catalog to promote the products and expedite the filing process. Later, if there is R&D capability, develop new formulas and functional products for registration."
3.5 Will the directory be updated?
Sure! For example, the "Nutrient Supplement Ingredient Directory" underwent a comprehensive update in 2023, with some ingredients being included and some usage limits changing. In the future, new ingredients may continue to be added, such as popular plant extracts, peptides, probiotics, and so on.
Therefore, before the enterprise files for record, it must check the latest directory to avoid using the wrong materials and wasting filing costs.
3.6 Where to check? How to obtain the raw material directory?
It is recommended to obtain the authoritative version directly from the State Administration for Market Regulation or the official website of the Health Food Review Center.
🖥 Official website access path:
🔎 Search on the website:
"Health Food Raw Material Directory + Raw Material Name"
"Nutrient Supplement (2023) Catalog PDF"
IV. Health Food Business License
In China, health food is a category of food that is subject to special management and cannot be sold casually like ordinary food and daily necessities. Whether you are in a physical pharmacy, an e-commerce platform, or a cross-border store, if you want to sell health food, the first step is to clarify:
Do you have the "qualification for operating health food products"?
4.1 What certificates are needed for health food business?
There are two key licenses that you need to determine whether both are required based on the type of business:
License Name | Is it necessary | Applicable objects |
Food Business License | is | All food operators, including ordinary food and health food |
Food Business License (including Health Food Business Projects) | Yes (This item must be included when selling health food products) | Offline stores, e-commerce warehousing enterprises, e-commerce platforms, and other entities with actual business operations. |
💡Simple reminder:
As long as you are a person who "sells health food," whether offline or online, you must check or specify the "health food" item on the "Food Business License."
4.2 How to apply for a health food business license?
Submit Application Entity
Must be an enterprise or individual business operator with a physical registered address, such as:
pharmacy
Nutritional Supplements Store
Tmall/JD Merchant Entity Company
E-commerce warehousing and logistics companies (involving the actual circulation of products)
👉 You cannot apply using a home address, nor can you act on behalf of an individual temporarily.
Application Steps:
The following is the regular offline processing procedure (taking most cities as an example):
✅ Step 1: Prepare materials
Mainly includes:
Copy of business license.
Legal entity identification certificate;
Proof of legal use of the business premises (such as property certificate, lease contract);
Floor plan of the business premises;
Food Safety Management System Document;
Food Safety Administrator ID Card and Training Certificate (required in some regions);
Food Business License Application Form (download from the Government Service Network or the local Market Supervision Administration website);
✅ Step 2: Submit application online or at the window
Log in to the "National Government Service Platform" or the local government website (such as "Yue Business Pass", "Zhejiang Service", etc.);
Find the "Food Business License" item, fill out the form online and upload materials;
Or go directly to the local market supervision and administration bureau window to submit.
✅ Step 3: On-site verification
The Market Supervision Administration will send personnel to conduct an on-site inspection of the business address you provided, focusing on:
Is it real office/operation;
Whether it meets the basic standards for the storage, classification, labeling, and identification of health food.
✅ Step 4: Approval and Certificate Collection
The approval time is generally within 10 working days;
After the review is approved, you will receive the new version of the "Food Business License," which will indicate "Health Food Sales."
4.3 Do you need a license to sell health food online?
✅ Needed!
Even if you are just opening a store on Taobao, Pinduoduo, or Douyin, once you sell health food products, you must provide a valid "Food Business License" and specify the scope of "Health Food Business."
The platform will regularly review the licenses of the merchants, and if there are none, it will remove the products or close the store.
4.4 How long is the validity period of the license? What else should be noted afterwards?
Project | Content |
Validity Period | Generally, it is 5 years, and the renewal application must be submitted within 6 months before expiration. |
Annual Inspection | Some provinces and cities will require annual record inspections (such as Guangdong, Zhejiang) |
Not transferable | The license shall not be transferred, borrowed, or rented for operation in the name of others. |
Information Change | If there are changes to the address, legal representative, or business scope, re-registration or re-application is required. |
5. National Standards and Regulatory Supporting Documents for Health Food
5.1 Regulatory Framework and Legal Basis for Health Food
The Food Safety Law of the People's Republic of China serves as the overall framework, stipulating safety management requirements for food, including health food.
According to this law, health food must go through the "registration" or "filing" process to be legally marketed and sold.FAOLEX)。
"Regulations on the Registration and Filing Management of Health Food" (Order No. 22 of the State Administration for Market Regulation, revised in 2020) clarifies two market access mechanisms: registration and filing.FAOLEX)。
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5.2 National Standards
GB 16740-2014 "National Food Safety Standard Health Food": Issued by the National Standardization Administration, it clarifies the definition of health food, functional classification, ingredient limits, labeling requirements, and other content, serving as the core industry standard.
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5.3 Official Guidelines and Technical Documentation
5.3.1 2016 Year
1) "Guidelines for the Registration Application of Health Food (2016 Edition)" issued by the National Medical Products Administration (Announcement No. 167 of 2016), used to guide the application registration process, material preparation, process timelines, etc.
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2) "Regulations on the Registration and Review of Health Food (2016 Edition)" was formulated by the Regulatory Authority concurrently with the Registration Service Guidelines, detailing mechanisms such as review organization, expert verification, and a 60-day review cycle (can be retrieved from the review center or announcements from the authority).glo.com.cnIt seems that there is no text provided for translation. Please provide the text you would like to have translated.zlq.gov.cn)
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5.3.2 2019 Year
"Guidelines for the Naming of Health Food (2019 Edition)": Standardize the naming methods for health food, prohibiting the use of personal names, place names, and exaggerated vocabulary, while maintaining accuracy and scientific integrity (usually published by the General Administration).
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5.3.3 2020 Year
1) Technical Guidelines for Safety Toxicology Testing and Evaluation of Health Food and Its Raw Materials (2020 Edition)
2) Technical Guidelines for the Safety Inspection and Evaluation of Strains Used in Health Food Ingredients (2020 Edition)
3) Technical Guidance Principles for the Inspection and Evaluation of Physical and Chemical Properties and Hygiene Indicators of Health Food (2020 Edition) The above three items are all technical guidance administrative documents, issued by the State Administration for Market Regulation, clarifying experimental design, inspection items, and evaluation standards.
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5.3.4 2021 Year
1) Regulations on the Available Excipients and Their Usage for Health Food Filing Products (2021 Edition)
2) Health Food Filing Product Dosage Forms and Technical Requirements (2021 Edition) Two documents specify the list of excipients, dosage form specifications, and quality control requirements for filed products.
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5.3.5 2023 Year
1) Directory of Health Food Raw Materials (Nutrient Supplements) (2023 Edition)
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2) Directory of Permitted Claims for Health Foods (Nutrient Supplements & Non-Nutrient Supplements) (2023 Edition)
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3) Methods for Testing and Evaluating Health Food Functions (2023 Edition)
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4) Technical Guidelines for the Function Inspection and Evaluation of Health Food (2023 Edition)
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5) Guidelines for Ethical Review of Health Food Population Taste Testing (2023 Edition) In 2023, multiple official updates were issued, involving functional claims, raw material catalog management, ethical norms for population taste testing, and technical methods for functional verification, all published by the State Administration for Market Regulation or its review center.
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6) Guidelines for Warning Labels on Health Food Products and Guidelines for Labeling Health Food Logos specify the requirements for the warning area, font, and area of the label, as well as the standards for logo usage, ensuring correct identification by consumers.
Six, 15 authoritative reports on health products and the big health industry.
In the context of increasingly fierce competition in the health supplement industry and rapid changes in overseas markets, data and trend insights are more important than experience. We have compiled 15 authoritative reports on health supplements and the big health industry, covering global perspectives, segmented markets, consumer demographics, category opportunities, and other full-chain information to help brands, operators, and supply chains prepare for market opportunities in 2024–2025.
📢 About Knowledge Base Push
We will periodically organize and push the latest research reports, market data, and platform policy interpretations in the health food industry, synchronizing them to the current industry group chat and social circles at the first time.
📬 If you want to not miss every update and also want to conveniently receive the latest information push, feel free to add customer service and note "Knowledge Base" to join the notification list and learn more about frontline dynamics and practical information.
7. Global and Overseas Trends
7.1 "2024 Overseas Health Food White Paper" 【Magic Mirror Insight】
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7.2 "2023 Pet Health Products Consumption Trend Report"【Fruit Collection】
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7.3 "2025 China Cross-Border Import Health Products Market Analysis Report"
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8. Domestic Market and Consumer Insights
8.1 "2024 China Consumer Health Industry Development Report"
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8.2 "Overview of China's Nutrition and Health Food Industry in 2025"
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8.3 "Four Major Trends to See New Consumption Opportunities for Nutritional Health Products" 【Magic Mirror Market Intelligence】
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8.4 "Research Report on the Import Market of Nutritional Health Foods in China"
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9. Segmentation Tracks and Category Opportunities
9.1 "Special Report on Health Products in the Food and Beverage Industry in Japan" 【Huafu Securities】
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9.2 "Review of Japanese Health Products: A Perspective on the Industry Chain and Market References"【Huafu Securities】
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9.3 "Blue Hat China Health Product Consumption Trends"【Tmall Health & TMIC & CBNDATA】
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9.4 "Douyin E-commerce Health Products Industry Trend Insights"
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10. Capital and Investment Perspective
10.1 "New Consumption Cross-Border Efforts, Undervalued Health Product Leaders" 【Guojin Securities】
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10.2 "The Post-Pandemic Health Supplement Market Growth is More Worth Looking Forward To" 【Zhongyuan Securities】
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10.3 "Commercial Retail Industry Tracking Weekly Report" [Dongwu Securities]
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10.4 "Research on Health Product Channels in the Food and Beverage Industry" 【GF Securities】
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11. Recommended Reasons and Suitable Audience
Recommendation Reason
✅ Full chain coverage: from raw materials, products, channels to consumer trends ✅ Precise segmentation: covering overseas, Japan, cross-border, pet health, functional nutrition, etc. ✅ Authoritative data: report sources include Magic Mirror Insight, CBNDATA, Douyin e-commerce, and multiple securities research institutes ✅ Wide application scenarios: can be used for market planning, product selection strategies, marketing direction, investment decisions
Suitable for:
- Health supplement / Big health brand founder & Operations Director
- Overseas and Cross-border E-commerce Team
- Health supplement OEM factory & raw material supplier
- Investment Institutions and Industry Analysts
12 TikTok Shop + Latest Major Report on Global E-commerce Industry
At every key point of going overseas in the health supplement industry—product selection, investment flow, modeling, site layout, what we lack the most has never been "inspiration," but authoritative data and trend judgment basis.
This time, I have compiled 12 major reports on TikTok Shop + the global e-commerce industry, with extremely high information density, suitable for health product brands, cross-border operation teams, and supply chain managers for in-depth reference.
📢 About Knowledge Base Push
We will periodically organize and push the latest research reports, market data, and platform policy interpretations in the health food industry, synchronizing them to the current industry group chat and friend circle at the first time.
📬 If you want to not miss every update and also want to conveniently receive the latest information push, feel free to add customer service and note "Knowledge Base" to join the notification list and learn more about frontline dynamics and practical information.
13. Global Trends Chapter
13.1 "2024 Global Consumer Trends White Paper (Southeast Asia Edition)"【TikTok for Business】
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13.2 "2025 Global E-commerce Marketing Trends Report"【GoodsFox】
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13.3 "TikTok Shop 2024 Annual Site Report" 【Official Release】
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14. Site Market Chapter
14.1 "Indonesia Station Development Trend Report (2024)"【EchoTik】
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14.2 "Spain Site Analysis (2024-2025)"【EchoTik】
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14.3 "Mexico Site Analysis (2024-2025)"【EchoTik】
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14.4 "Overview of 8 Major Sites" 【TikTok Official】
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14.5 "TikTok Shop US Station Q4 Black Friday Preparation Guide" 【TikTok Preparation】
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Fifteen, Data Operation Chapter
15.1 "2024 First Half TikTok E-commerce Data Report"【ChaoDian YouShu】
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15.2 "2025 TikTok Shop Annual Trend Report"【Hugo Network (2nd Edition)】
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16. Reasons for Recommendation and Who It's Suitable For
Recommendation Reason
✅ Complete coverage of the market chain: from product selection, site to audience trends
✅ Covers 10+ mainstream sites: US, Southeast Asia, Latin America, core markets in Europe
✅ Strong relevance to health products: includes reference points such as efficacy preferences, price range distribution, and explosive product models.
✅ Professional content, authoritative data: The report sources include TikTok official, EchoTik, Hugo Network, Super Store Data, etc.
Who is it suitable for?
Health supplement brand/agency team: Strategy reference for product selection, advertising placement, and platform layout.
Factory/Supply Chain Manager: Determine which markets are rapidly expanding.
Content/Influencer Agency: Understand the consumption characteristics and content preferences of users on different sites.
Acquisition Method
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Add customer service: Note [TikTok Report] or DM me, reply "Report Collection" to instantly get the complete PDF file collection (including directory and optional sites)
👀 If you want to understand the trend highlights of a certain site/category, I can also extract some content to help you interpret it.
These reports are worth a serious read for anyone in the health supplement business who wants to do long-term business.
Seventeen, domestic online sales channels
17.1 Content E-commerce Platform
Platform Name | Features | Applicable Scenarios |
Douyin E-commerce | Mainly based on short videos and live streaming for sales, with a large flow of traffic, suitable for creative marketing and high conversion rate products. | Suitable for showcasing the efficacy of health products through creative content, suitable for the young consumer group. |
Kuaishou | The user base is broad, primarily focused on life recording and social interaction, suitable for sales through live streaming. | Suitable for spreading through real user stories and word-of-mouth, suitable for the mid-to-low-end market. |
Xiaohongshu | Focusing on sharing lifestyle and consumption experiences, user notes and guides have a significant influence. | Suitable for recommendations through planting notes and bloggers, suitable for mid-to-high-end health products. |
WeChat Video Account | Backed by the WeChat ecosystem, strong social attributes, suitable for private domain traffic operation. | Suitable for sharing through Moments and community promotion, suitable for the acquaintance economy. |
Bilibili (B Station) | Targeting young people, with diverse content formats, suitable for knowledge popularization and interesting marketing. | Suitable for attracting young consumer groups through popular science videos and interesting content. |
17.2 Comprehensive E-commerce Platform
Platform Name | Features | Applicable Scenarios |
Tmall | The brand has a strong influence, the merchant entry review is strict, which can ensure product quality. | Suitable for mid to high-end health supplement brands, focusing on brand image and quality assurance. |
JD.com | Efficient logistics and distribution, with self-operated and third-party stores, ensuring product quality. | Suitable for all kinds of health products, especially those that require fast delivery. |
Taobao | Low entry threshold, numerous merchants, and a wide variety of products. | Suitable for small and medium-sized sellers and various health products, suitable for price competition and diversified products. |
Pinduoduo | Attract users with low prices and group buying models, suitable for high cost-performance products. | Suitable for price-sensitive consumers, suitable for volume sales. |
Suning.com | Started with home appliances, but in recent years expanded into health products, with guaranteed logistics and services. | Suitable for mid-to-high-end health products, suitable for products with a certain brand foundation. |
Guomei Online | Combined with offline Gome Electrical Appliances, there is a certain user base. | Suitable for mid-to-high-end health products, suitable for products with a certain brand foundation. |
Vipshop | Mainly focused on brand promotions, suitable for promotional activities selling branded health products. | Limited-time discounts and clearance events suitable for brand health products. |
17.3 Vertical E-commerce Platform
Platform Name | Features | Applicable Scenarios |
JD Health | Provide comprehensive medical services, including health products, relying on JD Logistics for fast delivery. | Suitable for all kinds of health products, especially those combined with health services. |
Ali Health Pharmacy | Focused on pharmaceutical and health products, with strong professionalism and high user trust. | Suitable for all kinds of health products, especially those that require professional endorsement. |
1 Pharmacy Network | Mainly focused on pharmaceutical sales, also covering health products, with a professional team of pharmacists and customer service. | Suitable for all kinds of health products, especially those that require professional consultation. |
Ah, apple | A larger domestic e-commerce platform for health products, focusing on the sale of health products. | Suitable for all kinds of health products, especially those with a brand foundation. |
17.4 Other online channels
Platform Name | Features | Applicable Scenarios |
WeChat Mini Program | Relying on the WeChat ecosystem, suitable for private domain traffic operation and brand self-built mall. | Suitable for brand merchants to build their own malls, suitable for familiar economy and membership sales. |
Enterprise WeChat | Suitable for enterprises to manage customers and operate private domain traffic. | Suitable for brand merchants to maintain customer relationships and conduct precise marketing. |
18. Domestic Offline Sales Channels
18.1 Traditional Retail Channels
Channel Name | Features | Applicable Scenarios |
pharmacy | High security and reliability, suitable for selling various health products. | Suitable for health products related to sales, disease prevention, and rehabilitation, especially for the elderly population. |
Supermarket/Hypermarket | Large customer flow, convenient for consumers to purchase, suitable for daily health care products. | Suitable for selling basic nutritional health products, such as vitamins, minerals, etc. |
convenience store | Widely distributed, convenient to purchase, suitable for high-frequency purchase products. | Suitable for selling daily health care products and portable health supplements. |
Community Store | Close to consumers, suitable for community marketing and word-of-mouth communication. | Suitable for selling daily health care products, suitable for community group buying and familiar economy. |
18.2 Professional Channels
Channel Name | Features | Applicable Scenarios |
Hospital Pharmacy | Suitable for health products related to sales, disease prevention, and rehabilitation, with high consumer trust. | Suitable for selling health products targeting specific diseases, such as cardiovascular health, diabetes auxiliary products, etc. |
Maternity and Baby Store | Suitable for selling health products specifically for children and pregnant women, with a clear target customer group. | Suitable for selling children's nutritional supplements, prenatal vitamins, and other products. |
Personal Care and Beauty Store | Suitable for selling beauty and skincare health products, the target customer group is mainly young women. | Suitable for selling collagen, antioxidants, and beauty health products. |
Specialty Store | The brand image is prominent, suitable for selling high-end or specific brand health products, and can provide professional services. | Suitable for selling high-end health supplement brands, suitable for consumers with high brand loyalty. |
18.3 Emerging Channels
Channel Name | Features | Applicable Scenarios |
Membership-based supermarkets (such as Sam's Club, Costco) | The consumer group has high purchasing power, suitable for selling high-end health products, and shows a trend of expansion. | Suitable for selling high-quality, high-value-added health products, the target customer group is mid-to-high-end consumers. |
Health Living Hall | Provide health consultation and experience services, suitable for selling various health products. | Suitable for selling comprehensive health products, suitable for attracting consumers through experiential marketing. |
gym | Suitable for selling sports nutrition health products, with a clear target customer group. | Suitable for selling protein powder, amino acids, sports nutrition supplements, and other products. |
Elderly care institution | Suitable for selling health products targeted at the elderly, with high consumer trust. | Suitable for selling cardiovascular health, joint health, and nutritional supplements for the elderly. |
Community Service Center | Suitable for conducting health lectures and community activities, suitable for selling daily health care products. | Suitable for promoting health products through community activities and lectures, suitable for middle-aged and elderly groups. |
18.4 Other offline channels
Channel Name | Features | Applicable Scenarios |
Corporate Welfare Procurement | Suitable for selling high-quality, standardized health products as employee benefits. | Suitable for selling comprehensive nutritional supplements and high-end health products, suitable for corporate clients. |
Exhibitions and Events | Suitable for new product promotion and brand publicity, suitable for cooperation with distributors and retailers. | Suitable for showcasing new products, attracting distributors and retailers, suitable for brand promotion. |
Direct Sales Team | Direct sales to consumers through the direct sales team can establish customer relationships and brand loyalty. | Suitable for selling health products through word-of-mouth and acquaintance economy, but must comply with policy regulatory requirements. |
Nineteen, overseas sales channels
19.1 Comprehensive E-commerce Platform
Platform Name | Features |
Amazon | One of the largest e-commerce platforms in the world, the US site has a large market size, suitable for brand operation, and is suitable for various health products. |
eBay | The trading method is flexible, suitable for second-hand goods and unique products, and suitable for niche health products. |
AliExpress | Under Alibaba, focusing on low-priced products, with high penetration in emerging markets, suitable for distribution model. |
Walmart | American domestic giant e-commerce platform, large traffic, high trust, suitable for home goods, auto parts, outdoor products, etc. |
Temu | Pinduoduo overseas version, focusing on ultra-low prices, suitable for sellers pursuing high sales volume. |
Shopee | The largest e-commerce platform in Southeast Asia, suitable for high cost-performance health products, with a large user base and rapid market growth. |
Lazada | A well-known e-commerce platform in Southeast Asia, covering multiple countries, suitable for various health products, especially performing well on the Philippines and Thailand sites. |
19.2 Content E-commerce Platform
Platform Name | Features |
TikTok Shop | Emerging social e-commerce platform, large traffic, suitable for creative marketing, main markets in Europe, America, and Southeast Asia, suitable for young consumer groups. |
19.3 Independent Site
Platform Name | Features |
Independent site (such as Shopify) | Self-built website tools, high brand freedom, suitable for brand sellers and operators with teams. |
19.4 Offline Channels
Channel Name | Features |
pharmacy | High security and reliability, suitable for selling various health products, deeply trusted by consumers, especially among the middle-aged and elderly population. |
supermarket | Large customer flow, convenient for consumers to purchase, suitable for daily health care products, suitable for selling basic nutritional health products. |
convenience store | Widely distributed, convenient to purchase, suitable for products with high purchase frequency, suitable for selling daily health care products and portable health products. |
Specialty Store | The brand image is prominent, suitable for selling high-end or specific brand health products, and can provide professional services. |
Membership-based supermarket (e.g., Costco) | The consumer group has high purchasing power, suitable for selling high-end health products, and there is a trend of expansion. |
Health Living Hall | Provide health consultation and experience services, suitable for selling various health products. |
gym | Suitable for selling sports nutrition health products, with a clear target customer group. |
nursing home | Suitable for selling health products targeted at the elderly, with high consumer trust. |
19.5 Emerging Offline Channels
Channel Name | Features |
Natural Organic Food Supermarket | Suitable for selling natural and organic health products, the target customer group focuses on a healthy lifestyle. |
20. Health Supplement Market Analysis
20.1 Global Market: Steady Growth, North America Leads
The global health supplement market is expected to reach USD 201.1 billion by 2026, with a compound annual growth rate (CAGR) of approximately 6.8% from 2018 to 2026.
North America, Asia-Pacific, and Europe are the three core regions:
The North American market has the largest volume, accounting for the highest proportion;
The growth in the Asia-Pacific region is stable, benefiting from the expansion of the middle class and increased health awareness;
Europe CAGR approximately 7.9%, natural and plant-based products are popular.
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The driving force for growth comes from:
1) Expansion of the middle class + Awakening of health consciousness;
2) After the pandemic, "functional + preventive" health consumption has become the norm;
3) Restructuring of channels and media (Amazon + social e-commerce in parallel);
4) Formulation innovation (gummy/ liquid/ portable packaging) has lowered the threshold for consumption;
5) Improvement of global supply chain collaboration efficiency (overseas warehouses + drop shipping becoming mainstream).
20.2 Overseas market activity: Stronger momentum compared to China
Data from the first half of 2024 shows:
The sales revenue of the overseas online health supplement market is 93.35 billion yuan, a year-on-year increase of 20.2%;
Compared to the domestic market, which only grew by 1.7%, the overseas market shows significantly stronger vitality.
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21. User Demand Profile
21.1 Overall Trend: Demand is shifting from "general nutrition" to "precise functions + emotional scenarios"
stage | User chief complaint keywords | Product Logic Evolution |
Primary Consciousness Stage | “Enhance immunity”“Supplement nutrition” | Multi-dimensional + large bottle packaging, low price and high frequency |
Intermediate Cognitive Stage | “Regulate digestion”“Aid sleep” | Compound ingredients + dosage form innovation |
High Demand Period | “Relieve anxiety”“Regulate estrogen”“Delay aging” | Precise functionality + High repurchase rate + Scenario-based packaging |
21.2 Main User Group Profile
21.2.1 Health Anxiety Middle Class (Core Market in Europe and America)
Age group: 30–55 years old, with a high proportion of females;
Common keywords: immune enhancement, anti-fatigue, sleep aid, intestinal conditioning;
Pain points: anxiety / rhythm disorder, sub-health, work pressure;
Preferred products: gummies, plant extracts, mood relaxation types;
Channel preference: Amazon, TikTok, iHerb, YouTube popular science content;
Purchase method: Trust "Ingredient Science + Expert Reviews".
📌 Corresponding product selection keywords: Ashwagandha, GABA, probiotic gummies, Melatonin, Magnesium.
21.2.2 Lifestyle-driven white-collar workers
Age group: 25–40 years old, both male and female;
Common keywords: metabolism enhancement, intestinal cleansing and fat reduction, brain power supplementation;
Preference behavior: actively searching for products, pursuing "efficiency + quality";
Content Preferences: Scenario-based short videos, comparison-type experience bloggers;
Conversion logic: Likes "set + periodic recommendations + visual aesthetics";
📌 Corresponding categories: meal replacement powder, CLA softgels, liquid B vitamins, D3+K2 combination supplements.
21.2.3 Appearance Anxiety Young Women
Age group: 18–30 years old;
Typical behavior: Browsing social media daily for recommendations, focusing on appearance and taste;
Pain point keywords: sparse hair, dull skin, brittle nails, easy to gain weight;
Product preferences: hair and skin gummies, beauty gut probiotics, collagen peptides;
Style preference: packaging in pink tones / ins style / Japanese cartoon characters;
📌 Corresponding recommendations: Biotin hair and nail gummies, collagen powder, whitening gummies, probiotic oral liquid.
21.2.4 Silver-haired group (Middle-aged and elderly health type)
Age group: 55 years and older;
Consumption motivation: disease prevention, alleviation of chronic symptoms, enhancement of physical strength;
Keywords: osteoarthritis, cardiovascular, anti-inflammatory, blood sugar control;
Channel preferences: Facebook ads, children buying on behalf, pharmacy recommendations;
Purchase method: rely on professional advice or repurchase trusted brands;
📌 Corresponding effects: Coenzyme Q10, glucosamine chondroitin, vitamin D + calcium, deep-sea fish oil, red yeast rice.
21.2.5 Fitness Enthusiasts/Sports Supplement Users
Age group: 18–40 years old, primarily male;
Scene keywords: muscle gain, explosive power, recovery, gastrointestinal protection;
Typical purchase scenarios: before and after training, fitness app recommendations, coach community shopping guide;
Product logic: high concentration + instant dissolve + large packaging;
Packaging Preference: Black, Red, and Gold tones, leaning towards extreme style;
📌 Corresponding ingredients: creatine powder, whey protein powder, BCAA, probiotic protein blend powder.
Twenty-two, price range distribution
22.1 Why look at price ranges?
Product Pricing = User Positioning + Platform Characteristics + Scenario Adaptation
The price range is not an isolated variable; it is linked to the product's value anchor points, repurchase intention, and market lifecycle stages.
Starting from the price range, we can work backwards to deduce the platform strategy, content style, ingredient ratio, packaging presentation, and even the selection of advertising materials.
22.2 Overseas vs Domestic: Price Range Comparison Chart
Region | Mainstream price range | Feature Summary |
China Market | 0–100 yuan | High cost-performance orientation, entry-level essential, high frequency and low customer unit price |
Overseas Market | 50–200 yuan | Mid-range functional products are mainstream, with a high proportion of combination and compound products. |
200–350 yuan (fastest growth) | Mid-to-high-end nutritional supplements, demographic segmentation, significant ingredient differentiation |
|
Above 350 yuan | High net worth individuals, niche effects, elite wellness (such as NMN, coenzyme Q10) |
🔎 Data Source: "Magic Mirror Insight 2024H1 Overseas Health Food White Paper"
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22.3 Characteristics of Price Ranges for the US Site
1) 50–200 RMB (approximately 7–28 USD) is the main sales range
Covering basic vitamins, immune supplements, joint/hair and skin categories;
The entry threshold suitable for regular functional products;
2) The fastest growth is in the 200–350 yuan range.
Typical brands such as Thorne, Garden of Life, and their main products;
More suitable for compound ingredients + functional stacking type (such as protein powder + creatine + coenzyme composite);
3) Those above 350 yuan are mainly concentrated in high purity/high-end positioning categories.
Such as NMN, advanced collagen, adaptogens (such as Ashwagandha, Shilajit);
Suitable for sales through KOL recommendations and deep education in DTC private domains.
📊 Sample data from the report shows: the annual growth rate in the price range of 200–350 yuan is significantly higher than that in the 50–200 yuan segment.
22.4 Comparison of Price Sensitivity in Different Regions
Market | Price Acceptance | User Concerns | Pricing Strategy Recommendations |
United States | Strong | Scientific efficacy, repurchase rate | Can enter the 200+ yuan range, strengthen combination sets and ingredient upgrades |
Europe | zhong | Clean label, traceable ingredients | High-end prices require EFSA support and local endorsement. |
Singapore | Strong | Brand background, efficacy explicit | Can tap into high-end channels, combining independent sites or pharmacy models |
Indonesia | Weak | Whitening, metabolism, cost-effectiveness | It is recommended to maintain popular products under 100 yuan. |
Domestic | zhong | Appearance + Cost-effectiveness + Familiar ingredients | Can implement a dual-track system (e.g., "99 yuan package" + "319 yuan gift box") |
23. Brand Competition Situation
23.1 The US market is still in the "warlord division" stage.
Region | Market Concentration (CR5) | Brand Distribution |
United States | CR5 = 5.7% | Each brand's share is < 2%, and there is no absolute leader yet. |
China | CR5 = 13.7% | Top brands have a more concentrated market share, and the landscape is relatively stable. |
23.2 US Site Top Brand Performance (2024H1)
Brand | Core Product | Sales (billion yuan) | Growth Rate |
Pure Encapsulations | Magnesium supplement | 9.8 | 0.499 |
MaryRuth Organics | Women's Multidimensional Liquid Vitamins | 8.9 | 0.498 |
Thorne | Creatine Powder | 7.7 | 3.789 |
NOW | Probiotic supplements | 6.2 | 0.339 |
Category innovation and segmented efficacy remain key to brand breakthroughs. New dosage forms such as liquids, gummies, and powders are more likely to attract user interest.
24. Sales Channels for Health Products
24.1 Online vs Offline Market Share
Channel Type | Global market share (estimated) | Market share in the United States (2024 H1) | Feature Summary |
Online | 35–40% (continuously rising) | About 25% | High-speed growth Social + E-commerce Integration Conducive to new brands breaking boundaries |
offline | 60–65% | About 75%, still the main channel | Brand Foundation Trust endorsement Heavy Experience/Consultation Scenario |
📌 Data Source: Magic Mirror Insight, Statista, IBISWorld, various countries' customs/industry bulletins compilation.
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24.2 Online Channel Structure and Mainstream Platforms
24.2.1 Core Platform Position
Platform | Main Market | Feature Keywords |
Amazon | Global, US/Europe/Japan | The strongest search-based platform, high category weight, stable traffic |
Shopee | Southeast Asia | Cost-effective, suitable for light health care, gift box packaging |
Lazada | Southeast Asia | Focus on brand strength, suitable for mainstream functional products |
TikTok Shop | Global Expansion | Video e-commerce + influencer marketing, explosive product manufacturing machine |
iHerb/Swanson | US and Europe | Vertical healthcare platform, high user stickiness |
Temu/Shein Health | North America / Latin America | Price-oriented, suitable for entering the low-price market with high volume |
24.2.2 Online Sales Characteristics
Category concentration: immunity, skin and hair, gastrointestinal, sleep are high-frequency terms;
Quick strategy: Focus on content, focus on conversion, focus on the rhythm of explosive products;
Consumer mindset: Trust in influencers > Trust in platforms > Trust in brands (new brands require content shaping);
Delivery mode: Overseas warehouse/Dropshipping/FBA Multiple modes in parallel.
24.2.3 Amazon has the largest scale, and the US market is relatively mature.
Platform | Sales from January to June 2024 | Year-on-year growth rate | Feature Description |
Amazon | 87.7 billion yuan | 0.197 | Main position, the largest site in the United States (75 billion yuan) |
Shopee | 6.58 billion yuan | 0.325 | Key markets: Thailand, Indonesia, fastest growth rate |
Lazada | 1.26 billion yuan | 0.158 | Mainly targeting the Philippines and Thailand markets |
The U.S. market firmly holds a core market position, has high purchasing power, and places a strong emphasis on health, making it the top choice for health product exports.
The Southeast Asian market is still small in size but is growing rapidly, making it suitable for launching through content e-commerce.
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24.3 Offline Channel Structure and Typical Scenarios
24.3.1 Core Offline Distribution Model
Type | Example platform/channel | Feature Description |
Pharmaceutical cosmetics/Pharmacy chain | CVS, Walgreens (USA), Boots (UK), Chemist Warehouse (Australia) | Professional endorsement is strong, suitable for high-priced/function-based products |
Large supermarket | Walmart, Target, Costco | Suitable for high-frequency categories/mass popular products, high entry threshold |
Health Food Store | Whole Foods, Trader Joe’s, Sprouts | Healthy lifestyle concept matching, suitable for organic and natural types |
Local Independent Pharmacies/Clinics | Europe/Middle East/Japan and South Korea Common | Local agent required/Halal/Label compliance |
24.3.2 Offline Sales Characteristics
User trust comes from "brand history + physical contact + consultation scenarios";
Emphasize ingredient safety, readability, and physical trial experience;
Channel entry requirements: FDA filing + Importer qualifications + Local agent + Trade shows/BD;
Long cycle, high cost, but strong "brand power + reputation accumulation."
24.4 Online and Offline Integration Trends
More and more brands are no longer in channel opposition, but are integrating strategies:
Mode | Representative Brand | Interpretation |
DTC started online and transitioned to offline channels | Ritual, Olly, Care/of | The online education market has entered Target/Walmart. |
Offline strong brand digital transformation | GNC, Nature Made | Build an e-commerce flagship store + KOL advertising placement + TikTok |
OMO linkage enhances repurchase rate | Swisse, BLACKMORES | Online planting grass + offline experience + points drainage two-way drainage |
24.5 Suggestions for Overseas Brand Channel Layout (by Development Stage)
stage | Recommended main channel | Key Points of the Strategy |
Initial Testing Period | TikTok + Amazon | Low-cost trial, rapid product testing, product selection validation |
Volume Growth Period | Amazon + Shopee + Independent Site | Build repurchase structure, advertising-driven, initial establishment of brand assets |
Brand Building Period | pharmacy + supermarket + overseas distributor | Establish offline reputation, enter mainstream shelves, physician endorsement |
Global Operation Period | OMO Integration Channel | Online and offline unified scripts, member points system, private domain operations combined |
24.6 Online store volume, offline credibility, and the whole domain is the correct answer
Channel Characteristics | Online | offline |
Startup Speed | Quick, suitable for small steps and fast running | Slow, requires qualifications + trust accumulation |
Category Rhythm | Easy to create explosive products, fast updates and iterations | Stable volume growth, suitable for mid-to-high-end high-repeat purchase categories |
Cost Structure | Advertising-oriented, initial light investment | Channel fee + Entrance fee + Inventory pressure |
User Cognition | Content driven by influencers, users pay more attention to "scenarios" and "results" | Physician/Sales Guide Driven, Users Value "Safety" and "Professionalism" More |
Appendix: Knowledge Base Description
This "Health Product Going Abroad" knowledge base was collected/organized by the South China Whale Navigation International team—
📂 Based on past service cases/experience, partner sharing, platform/network public information;
🔄 Will continue to update based on the latest policies, platform rules, and market changes;
📑 Aimed at sharing for reference with more industry partners, not selling courses, not promoting;
🤝 If there are any inappropriate aspects of the content, please feel free to point them out; if you have better experiences and cases, you are also welcome to share and co-create;
💬 What practical information would you like to see? We also look forward to your feedback so that the knowledge base can be more in line with the actual needs of the industry.
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