China’s Health Supplement Market
The global health supplement market is currently dominated by China. It grew by
about 12% in 2020, putting it in the number one position globally uniondemocrat.marketminute. It was only
surpassed by the US, which saw growth of about 5%. Despite the ongoing COVID-19
pandemic, Chinese consumers showed strong purchase intention for vitamin and
health supplements, especially those that can enhance immunity.
Elderly people are the main force behind China’s health supplement market,
accounting for half of its sales volume uniondemocrat.marketminute.com/article/marketersmedia-2023-3-1-introducing-. They are savvy consumers who want to get
the maximum bang for their buck. They prefer to buy vitamins that help prevent
diseases, such as cancer and aging-related conditions, like wrinkles. They also favor
vitamins that promote skin health. Vitamin E is the most popular choice, followed by
vitamin C.
Young Chinese parents are another big driver for the market. They often purchase
targeted nutritional supplements to care for their babies. They also use supplements
to strengthen their own immunity and build up a protective wall. They tend to do in-
depth research on the product before making a purchasing decision. Product safety,
efficacy, formula/ingredient, brand reputation and reviews are the top factors they
consider.
With the rapid urbanization, many young Chinese are facing sub-optimal health
conditions that can be traced back to long working hours, lack of exercise and
unhealthy lifestyles (including a reliance on junk food and smoking). They’re starting
to prioritize health maintenance, with a growing number of them buying products
such as ginseng, honey, protein powder and herbal drinks to maintain their vitality.
Traditional Chinese health supplement manufacturers are embracing digital
transformation to catch up with the demand. They’re launching new handy
packaging and integrating technology into their products to appeal to younger
generations. Taking advantage of China’s favorable customs policies and simplified
procedures for overseas brands, e-commerce is the fastest-growing sales channel in
the country. It accounts for 60% of sales for the three biggest online sellers: Tmall
Global, Kaola and JD Worldwide.
In order to win a place in the hearts of Chinese consumers, foreign consumer health
companies need to understand China’s unique culture and tradition. The country has
a rich history of traditional medicine and wellness practices, which focuses on
proactive self-care to prevent disease. This proactive mindset is the perfect
foundation for building a long-term relationship with Chinese consumers and
establishing healthy habits that will last a lifetime. By following the right strategy,
international brands can maximize their opportunities in China’s highly competitive
and growing health supplements market. HPA-China is the largest industry
association for global dietary supplement, nutritional ingredient and service
providers in the country. The organization is committed to supporting the
development of the natural health products industry in China through regulatory
advocacy and a range of business services. To learn more, visit hpa-china.com.