{"id":12583,"date":"2023-06-23T06:30:53","date_gmt":"2023-06-23T06:30:53","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=12583"},"modified":"2025-04-23T09:30:23","modified_gmt":"2025-04-23T09:30:23","slug":"practical-guide-to-chinas-nutrition-and-supplements-market","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/practical-guide-to-chinas-nutrition-and-supplements-market\/","title":{"rendered":"Practical Guide to China’s Nutrition and Supplements Market"},"content":{"rendered":"

China\u2019s nutrition and supplements market is experiencing record growth thanks to rising health awareness and increasing disposable income among Chinese consumers, <\/span>writes Kristina Koehler-Coluccia<\/strong>, Head of Business Advisory for Woodburn Accountants & Advisors<\/strong><\/h2>\n

China is facing problems, such as an ageing society, social stress, environmental problems \u2013 including air and water pollution \u2013 and the end of the Zero-Covid policy. To prevent and shield themselves from the consequences of these problems, Chinese people of all generations are turning to health supplements.<\/span><\/p>\n

The health supplement market has only started to grow in recent years, making it one of the sectors with the greatest potential for domestic and foreign brands. <\/span>According to a report issued by the consulting firm Roland Berger, China may soon overtake the United States as the most significant nutritional supplement market in the world. The market is expected to reach US$ 40 billion by 2023, growing at a CAGR of 14%.<\/span><\/p>\n

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Consumers in China tend to trust traditional Chinese medicines and prefer natural dietary supplements. However, they are becoming more interested in Western health supplements and are educating themselves on the subject. There are many different products available on the market in this category, ranging from Chinese traditional medicine and vitamins to minerals, herbal products and functional foods.<\/span><\/p>\n

What are the most popular supplement categories in China?<\/h4>\n

Since the Covid-19 pandemic, and especially in the post-pandemic era, Chinese consumers have shown increased health awareness, which has fuelled the consumption of consumer healthcare products such as vitamins and food supplements, with a preference for imported brands.<\/span><\/p>\n

According to a survey done by Statista in 2020, most of the people (77%) that consume dietary supplements do it to strengthen and improve their immune systems. This is especially important in the post-pandemic era, as people are more aware of the risk of getting sick from Covid or another virus.\u00a0<\/span><\/p>\n

Older adults are the demographic known to be most at risk of developing serious health complications from Covid-19. This is creating an opportunity for supplements that address the health needs of older adults, including ensuring that micronutrient needs are met for optimal health and immune support. <\/span><\/p>\n

Figures from e-commerce platforms in China show that older customers are interested in multi-vitamins, calcium, iron and zinc. Meanwhile, nutrients such as coenzyme Q10, which plays an antioxidant role in the cardiovascular system, are in-demand for \u201cprecise nutrition\u201d among the middle-aged and elderly.<\/span><\/p>\n