Vitamins & Health Supplement in China: Strategy & Insights [2025]

In 2024-2025 Chinese consumers have a long-standing enthusiasm for health supplement, and health brands, a sentiment deeply rooted in the cultural reverence for traditional Chinese medicine, renowned for its preventative health benefits.

“China’s nutrition and supplements market is absolutely booming in 2024, driven by heightened health awareness and increased disposable income” explained Philip CEO of GMA

It’s an exciting time for both internation foreign brands to come and sell.

The market for health and nutritional supplements in China is experiencing a surge, valued at approximately $45 billion in 2023. This burgeoning interest has opened the doors for numerous health supplement brands looking to make their mark in the industry. The health Market is worth 1Trillion USD

In this post, we’ll explore the latest trends in China’s health supplement market and outline effective strategies that international brands can employ to captivate local consumers.

Are you ready to take the lead in China’s health supplement market?

Does China Regulate Supplements? Yes

Indeed, China maintains strict regulations over all supplements distributed within its borders. Both foreign and domestic brands must comply with guidelines established by the State Administration for Market Regulation (SAMR) and the National Health Commission (NHC).

Furthermore, products designated as health-related must undergo rigorous testing and receive approval from the State Food & Drug Administration.

The approval processes for functional health supplements and nutrition-based products, like vitamins and fish oil, vary. Generally, the latter may benefit from shorter filing periods, though this can vary based on the product’s country of origin.

BUT most international brands sell on E-Commerce (to avoid these 3 years registration)

Data about health supplement market in China:

1. Market Value: As of 2023, the health supplement market in China is estimated to be worth around $45.5 billion.
2. Growth Rate: The market has been experiencing a robust annual growth rate, with projections suggesting a compound annual growth rate (CAGR) of approximately 14% over the next five years.
3. Consumer Demographics: A significant portion of the market is driven by middle-aged and elderly consumers, who account for nearly 50% of total health supplement sales due to increasing health consciousness among these age groups.
4. Popular Supplements: Traditional Chinese medicine products, vitamins, and dietary supplements like fish oil and probiotics are among the most popular categories.
5. E-commerce Boom: Over 40% of health supplements are now purchased online, a trend accelerated by the COVID-19 pandemic and the rise of e-commerce platforms like Alibaba and JD.com.
6. Regulatory Environment: The Chinese government requires all dietary supplements to be registered with the State Administration for Market Regulation (SAMR) before they can be sold in the market.
7. Imported vs. Domestic: Imported supplements make up approximately 40% of the market, with consumers perceiving foreign brands as higher quality compared to domestic options.

The top consumer trends in China’s health supplement market, because this is where the action is at!

First up, we’re seeing a massive surge in dietary supplements. And who’s leading the charge? Women! They’re the powerhouse behind the booming demand for weight management products in China. But here’s the kicker: post-pandemic, awareness isn’t just a buzzword; it’s the new normal. People across all age groups are waking up, paying attention, and getting serious about what they’re putting into their bodies.

Explantation of Marcus Zhan , Gentlemen Marketing Agency

“Now, let’s talk numbers. In 2022, the Chinese dietary supplement industry hit a whopping market share of 40.2 billion USD.

Boom! And if you’re not impressed yet, compare that to 2013. We’ve seen this market double—yeah, you heard that right, double! This isn’t just growth; it’s explosion.

This segment is on fire, and it’s reshaping how brands think about health and wellness.

So, if you’re looking to get into this game or just trying to keep up, this is the time to lean in and make your move. The market’s ripe, the Chinese consumers are ready, and the potential?”

Preventive health is important in China

In the wake of recent global health events, there’s been a sharp turn towards preventive healthcare, sparking a wave of more informed and health-conscious consumer behaviors in China. It’s clear now more than ever that Chinese residents are ready to put their money where their health is, showing a stronger willingness to invest in quality health supplements.

While the pandemic initially threw a wrench in the supply chains for imported supplements, the digital revolution came to the rescue. The rise of online sales channels has been a game-changer, enabling many overseas brands to sidestep traditional barriers and connect directly with Chinese consumers.

Hottest health supplements in China [2024]

Overview of the types of health supplements that are typically popular in China based on industry trends and consumer preferences.

Here’s a broad categorization of health supplements that are likely to be among the top-selling in the market:

1. Multivitamins: Essential for overall wellness and filling nutritional gaps in the diet.
2. Omega-3 Fatty Acids: Popular for heart health and cognitive functions.
3. Probiotics: Widely used for digestive health and immune system support.
4. Vitamin D: Increasingly important for immune health and bone strength.
5. Calcium Supplements: Essential for bone health, especially among older adults.
6. Ginseng: Traditional Chinese medicine widely used for its supposed rejuvenating properties.
7. Traditional Chinese Medicine (TCM) Blends: Herbal formulas for various health concerns.
8. Green Tea Extract: Used for weight management and antioxidant benefits.
9. Protein Powders: Popular among fitness enthusiasts for muscle growth and repair.
10. Snack supplement consumed by GenZ
11. Collagen Supplements: Sought after for skin health and anti-aging properties.
12. Coenzyme Q10 (CoQ10): Used for energy production and heart health improvement.
13. B-complex Vitamins: Essential for energy metabolism and maintaining healthy skin and muscle tone.
14. Iron Supplements: Commonly used to prevent or treat iron deficiency anemia.
15. Zinc: Supports immune function and has powerful antioxidant properties.
16. Glucosamine: Often used to aid in symptoms of bone and joint disorders.
17. Biotin: Popular for hair, skin, and nail health.
18. Folic Acid: Essential for pregnant women to support fetal development.
19. Antioxidant Supplements: Such as vitamins A, C, and E, for protecting the body from free radicals.
20. Magnesium: Used for everything from promoting sleep to supporting muscle and nerve function.
21. Lingzhi (Reishi Mushroom): A type of mushroom used in TCM for boosting immunity.

The popularity of these products often reflects broader health concerns and cultural preferences in China

A report from daxue Consulting explain reason of Dietary supplements in China

Why e-commerce isn’t just an option—it’s the key to success in selling health supplements in China.

This pivot to virtual shopping didn’t just keep the market afloat—it propelled it. We’ve witnessed a significant uptick in revenue from nutrition-based products on Chinese e-commerce platforms. The market’s response? A rapid adaptation with more localized supply chains and diversified sourcing strategies, ensuring that consumers have continual access to the supplements they trust.

China’s e-commerce landscape has evolved into a global powerhouse, driven by technological advancements and changing consumer behaviors. For health supplements, e-commerce provides an unmatched platform to reach a vast and engaged audience seeking convenient and swift ways to enhance their well-being. Here’s why diving into e-commerce is indispensable for any health supplement business aiming to make a mark in China.

Why Ecommerce is Essential for Selling Health Supplements in China

**1. Massive Online Penetration and Adoption: China boasts one of the largest internet user bases in the world, with a significant portion of the population actively using e-commerce platforms for their daily needs. Platforms like Alibaba’s Tmall, JD.com, and Pinduoduo not only dominate the retail landscape but also offer specialized health and wellness sections that attract millions of health-conscious consumers.

**2. Consumer Trust in Online Platforms: Chinese consumers have grown to trust e-commerce platforms for purchasing health-related products due to the robust consumer protection policies these platforms offer. Authenticity, quality assurance, and the ability to read extensive product reviews and ratings before purchasing are key factors that have built this trust.

**3. Targeted Marketing Capabilities: E-commerce platforms provide powerful tools for data analytics and customer targeting, allowing brands to tailor their marketing strategies to the specific needs and preferences of diverse consumer segments. Whether it’s through AI-driven recommendations, personalized advertising, or participation in mega sale events like Singles’ Day, brands can engage with potential customers more effectively than ever before.

**4. Streamlined Distribution Channels: Setting up shop on an e-commerce platform circumvents many of the logistical challenges associated with traditional retail. E-commerce platforms in China are supported by sophisticated logistics networks that ensure fast and reliable delivery across vast geographic areas. This capability is crucial for health supplements, where the assurance of quick and safe delivery can be a significant selling point.

**5. Integration with Social Commerce: Social commerce, or the integration of e-commerce directly into social media platforms, has taken root in China more deeply than in any other country. Platforms like WeChat, Douyin (TikTok), and Xiaohongshu (Little Red Book) allow brands to sell directly through social networks, combining peer recommendations with seamless purchase processes. For health supplements, which often rely on trust and word-of-mouth, social commerce platforms are invaluable.

**6. Regulatory Compliance Made Easier: Navigating China’s regulatory environment can be daunting, especially for foreign companies, take years for register a brand

Crossborder E-commerce platforms often provide easy access to the market (no registration) , it can be critical in avoiding costly compliance missteps.

For health Brands looking to enter or expand in the Chinese health supplement market, leveraging e-commerce is not just a strategy—it’s a necessity. The digital infrastructure in China is uniquely accommodating for the health supplement sector, offering a combination of broad reach, targeted marketing, trusted consumer relationships, streamlined logistics, and regulatory support. By harnessing the power of e-commerce, startups can effectively compete in one of the world’s most lucrative markets.

Older consumers more

Now, let’s talk demographics. The number of Chinese consumers over the age of 60 has surged, reaching approximately 280.04 million this past year. This growing segment of the population is driving demand for supplements that support the immune and cardiovascular systems.

Interestingly, unlike their younger counterparts, older Chinese consumers tend to gravitate towards and trust supplements that are infused with traditional Chinese medicines. This cultural preference is so strong that you can see it clearly reflected in the best-selling products across various sales channels. Brands that understand and cater to this preference are seeing significant success and are shaping market trends.

Modern Life of urban Chinese Consumers

let’s dive deep into how the hustle of modern life is reshaping health trends among young Chinese consumers. We’re talking about a generation that’s always on the move, looking for quick nutritional fixes that can keep up with their fast-paced lifestyle. Portable health foods? Yeah, that’s what’s on the menu!

These young dynamos are all about hitting their health goals without skipping a beat. Whether it’s grabbing a small, easy-to-carry packet of protein powder or a spoon-fed honey pack, they want their nutrition quick and hassle-free. We’re seeing protein powders and honey packs flying off the shelves on major platforms like JD.COM, Tmall Global, and Taobao. Seriously, sales have skyrocketed—protein products jumped by 68% and honey packs?

A staggering +95% increase YoY.

Take it away , but it doesn’t stop there. Mini tablets and oral liquids that boost immunity are doubling in sales, thanks to their super portability. It’s clear—convenience is king.

And here’s a kicker: the implementation of China’s three-child policy has spiked demand for maternal and baby health products. The market for these products soared to about 81.9 billion RMB faster than you can say ‘growth spurt’. Between 2020 and 2022, mineral supplements dominated the online sales in this niche, grabbing over 40% of total sales.

Now, for a twist—when it comes to health products, foreign brands are crushing it in China.

Take the Australian brand Swisse, which is cornering 29% of the market in vitamins and health-based supplements. This stat screams opportunity for international players to keep stepping up because young Chinese consumers are driving this growth, and they’re hungry for premium, trustworthy brands that meet their wellness needs.

While we’re spotlighting international success, let’s not sleep on local brands like BY-Health, which commands a solid 22% market share. There’s a goldmine of insights here for foreign marketers to unearth what makes these local giants tick.

If you’re a health brand looking to make waves in the booming Chinese market, you’ve gotta be swift, adapt to consumer demands, and bring your ‘A’ game in innovation.

New health Challenges of Society in China

We’re at a pivotal moment—China grapples with challenges like an aging population, environmental concerns, and post-COVID societal shifts. It’s these exact pressures that are steering consumers of all ages towards health supplements as a defensive strategy to maintain wellness.

This burgeoning sector, which just recently started to tap into its vast potential, is poised for explosive growth. In fact, experts from Roland Berger suggest that China is on track to surpass the United States as the leading nutritional supplement market globally. We’re looking at a potential market size of US$40 billion by 2023, expanding at a 14% CAGR.

What’s driving this surge? There’s a rooted trust in traditional Chinese medicine and a growing appetite for natural dietary supplements. Yet, there’s a clear pivot towards Western health supplements as consumers become more globally informed, exploring everything from vitamins to functional foods.

Post-pandemic, we’ve seen a significant uptick in health consciousness. Consumers are primarily seeking products like vitamins and food supplements to boost immunity—especially critical as we navigate the ongoing threat of viruses. A whopping 77% of supplement users are motivated by the desire to strengthen their immune systems.

The elderly demographic, particularly vulnerable to health complications from viruses like COVID-19, is increasingly focused on supplements that support overall health and immune function, driving demand for products like multi-vitamins and minerals such as calcium and zinc.

But it’s not just about immunity. The market is diversifying—weight loss supplements are gaining traction, with new products claiming slimming benefits rising sharply. Meanwhile, the stress of long work hours is pushing young professionals towards supplements that aid in stress relief and sleep improvement.

And let’s not overlook the beauty market. Nearly 70% of beauty enthusiasts, predominantly women, are investing in supplements like astaxanthin and collagen for their skin-enhancing benefits, reflecting a significant year-on-year sales growth.

Even the pet health sector is catching on, with affluent pet owners in China’s major cities increasingly turning to supplements to ensure their pets’ health, from bone and joint support to digestive health.

As we continue to analyze and understand these trends, the opportunity for targeted, innovative supplement products seems limitless. Whether it’s addressing precise nutritional needs or expanding into the pet health market, tapping into China’s health supplement boom could be your next big move.”

How to sell Vitamins & Health Supplement in China

Let’s dive into the heart of selling health products in the Chinese market. If you’re aiming to tap into China’s massive online audience, you’ve got to understand where and how to engage these tech-savvy consumers effectively.

Explanation of Olivier VEROT , founder GMA

CROSSBORDER ECOMMERCE IN CHINA CBEC

China’s e-commerce isn’t just big; it’s essential, with around 40% of the country’s GDP springing from this vibrant digital marketplace.

Here’s how you can leverage this massive opportunity. 🙂

Tmall Global

This platform is a goldmine for international brands. With over 500 million monthly users, Tmall Global offers a fantastic avenue for brands looking to penetrate the Chinese market digitally without the hassle of setting up a physical store. What’s even better? Tmall dominates over 50% of the e-commerce market share in China.

Utilize Tmall’s sophisticated analytics tools to decode consumer behavior and preferences to tailor your offerings. Jump into Tmall’s shopping festivals, and you’ll see your visibility and sales skyrocket.

JD.com

Next up, JD.com—this platform is a beast in logistics and consumer trust. With 569.7 million active users annually, JD.com is revered for its authenticity and quality. If your brand champions high-quality health products, JD.com should be on your radar. Its robust logistics make it incredibly reliable for ensuring products reach consumers efficiently.

NB Kaola is a reselling platform of famous brands now since purchase from Alibaba

WeChat

Now, let’s talk about the elephant in the room—WeChat. Combining social media prowess with e-commerce functionality, WeChat DO NOT OFFER good opportunities for ecommerce in China ;

Despite its potential, I’d urge a note of caution: WeChat, while powerful with over 1.3 billion monthly users, can be a complex ecosystem to advertise and get direct sales, especially compared to more straightforward e-commerce platforms.

Major global brands have leveraged WeChat’s mini-programs for marketing, benefiting from its integrated payment systems and vast user base. However, for new entrants, especially from overseas, cracking the WeChat code can be more challenging than platforms explicitly designed for e-commerce like Tmall or JD.com. (my opinion 🙂 )

The Rising Star: Douyin

Not to overlook, Douyin—the Chinese version of TikTok—is emerging as a formidable platform for health product sales. Its format is perfect for creative, engaging content that can go viral quickly, giving your products incredible exposure and a fun way to interact with potential customers. Douyin’s e-commerce capabilities are expanding, making it an increasingly attractive platform for direct-to-consumer sales.

As a startup founder, my tip is to leverage each platform’s strengths. Tmall and JD.com for their massive reach and robust analytics; WeChat for deep consumer engagement; and don’t forget to explore Douyin for its viral potential. Remember, the key to cracking China’s e-commerce is not just entering the market, but mastering it. Stay agile, stay informed, and ready your brand to meet China where it shops

Read more health supplement marketing tactic in China

Branding is everything for healthcare in China

Developing a strong brand presence for a health supplement brand in China requires a multifaceted approach that leverages both modern digital platforms and traditional marketing techniques, while also adapting to the unique cultural and regulatory landscape of the Chinese market. Here’s a strategic blueprint to help you navigate the complexities of branding in China, specifically for a health supplement brand:

1. Platform-Specific Strategies to market health supplement brands in China

Xiaohongshu (Little Red Book): instagram of China

• Content Marketing: Focus on creating high-quality, informative content that includes usage tips, benefits, and user testimonials. Xiaohongshu’s user base appreciates authentic, relatable stories.
• influencer Collaborations: Partner with Key Opinion Leaders (KOLs) who specialize in health, wellness, and lifestyle sectors to create trustworthy endorsements and product reviews.

Zhihu:

• Expert Engagement: Actively participate in discussions related to health supplements. Provide expert answers to user queries about health and nutrition to build credibility.
• Educational Content: Publish well-researched articles and infographics that help educate the audience about the science behind your products on zhihu.com

Douyin:

• Viral Marketing Campaigns: Utilize Douyin for short, engaging, and creative videos that highlight the unique aspects of your supplements. Consider challenges or catchy hashtags to increase visibility.
• Live Streaming: Engage with consumers in real-time through live sessions demonstrating product use, sharing health tips, and conducting Q&A sessions to boost engagement and trust.

Bilibili:

• Video Content: Create in-depth video content that can range from documentary-style explorations of your products’ origins to user-generated testimonials.
• Community Engagement: Participate in Bilibili’s community by interacting in comments, sponsoring popular video creators, and creating your channel to gather followers.

2. Utilizing KOLs and Testimonials

• KOL Partnerships: Collaborate with well-known influencers across platforms like Douyin, WeChat, Xiaohongshu, and even more niche platforms where your target audience congregates. Choose influencers whose brand values align with yours and who have a history of engaging with health-conscious consumers.
• Customer Testimonials: Encourage real users to share their stories and results after using your products. Highlight these testimonials in your digital marketing campaigns and on your product pages.

3. Engage in Health Forums

• Baidu Tieba: Establish a presence in relevant Tieba forums where health supplements are a hot topic. Regularly post useful information and answer queries to build a reputation as a go-to source for health supplement knowledge.
• Create Dedicated Threads: Start discussions around topics that subtly promote your products while providing genuine value to the community.

4. Leverage PR for Reputation

• PR in Health Sections: Work with PR agencies that specialize in healthcare to get featured in the health sections of popular online magazines, health portals, and news websites.

Example

• WeChat PR Strategies:
  • Official Accounts: Use WeChat to publish articles, send newsletters, and provide exclusive offers to your followers.
  • WeChat Groups: Create or sponsor WeChat groups dedicated to health and wellness to foster a community around your brand.
  • WeChat Videos can work well if video are not blocked
  • WeChat Ads is not effective

5. limit your Weibo investment

While Weibo might seem old-fashioned compared to newer platforms, it still has a massive user base and can be used effectively with the right strategy:

• Trend Participation: Use Weibo to participate in trending conversations around health and wellness to keep your brand relevant.
• Flash Sales and Promotions: Conduct timed promotions or flash sales directly through Weibo to engage users and drive direct sales.

By adopting these strategies, you can effectively develop your brand in China, ensuring it resonates with the local audience while navigating the complex digital and social landscape of the Chinese market.

Need Expert Help Elevating Your Brand and E-Commerce Presence in China?

Contact GMA, your go-to agency for health and wellness branding in China. With years of experience and a focus on cost-effective solutions, we specialize in navigating the complex Chinese market. Whether you’re looking to enhance your branding or expand your e-commerce operations, GMA has the expertise to boost your visibility and drive your sales in this competitive landscape.

Why Choose GMA?

• Local Expertise: Deep understanding of the Chinese market and consumer behavior.
• Integrated Solutions: From brand strategy to digital marketing and e-commerce optimization.
• Cost-Effective: Tailored solutions that maximize your ROI.

Ready to take your health supplement brand to the next level in China? Reach out today, and let’s make your brand a household name in the world’s largest market!

Contact us now to get started!

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