The Growing Chinese Health
Supplement Market
The chinese health supplement market is growing rapidly in China. It is no longer the
domain of older generations as young Chinese consumers are increasingly
interested in using supplements to balance their modern lifestyles roanokefarmers. Building more
relevance, from product benefits to formats and communication, is key to standing
out among this new generation of consumers.
The COVID-19 outbreak sparked an increased interest in improving immunity. As a
result, many consumers rushed to stockpile vitamins and supplements to boost their
immune system and protect themselves from the epidemic. In the short term, this
led to a surge in the sales of vitamin C.
However, the COVID-19 crisis also helped to boost sales of other health related
products, including vitamins and supplements aimed at protecting beauty from the
inside out, such as hair, nails and skin. This trend is expected to continue as Chinese
millennials and Gen Z consumers become increasingly concerned about their
personal appearance.
To attract young Chinese consumers, health supplements brands focus on building a
youthful brand image, often using young KOLs and actors as spokespersons.
Moreover, they promote their products as healthy and natural. This strategy allows
them to stand out and gain market share against domestic rivals. In addition, they
cooperate with sports events popular with younger Chinese consumers to expand
their target population. For example, Dong-E Ejiao, a renowned gelatin product that
can help boost energy and blood circulation, cooperated with The Color Run, a five-
kilometer paint race that attracted many young Chinese people.
The Chinese VMS market is highly fragmented and competitive. It is important for
international consumer health firms to identify and understand the key drivers in
this industry in order to develop successful strategies. The most important driver is
a shift in attitudes towards health supplements. Chinese consumers are moving
from a treatment-based mindset to a prevention-based mindset, which is driving an
increase in the use of supplements.
As a result, the vitamin and supplements category is experiencing rapid growth
across all segments. In 2023, Mintel expects that the category will grow by 20%,
driven by a change in consumers’ attitude toward the use of supplements.
Another factor fueling the growth of the chinese health supplement is the growing
demand for functional foods. Chinese consumers are willing to pay higher prices for
supplements that offer multiple health functions at the same time, such as fo-ti root
and cordyceps mushrooms. For instance, fo-ti roots have been used in traditional
Chinese medicine for over 5,000 years to treat respiratory infections and improve
blood circulation, while cordyceps mushrooms are known for their ability to enhance
immunity, prevent cancer, improve sexual function, and stop bleeding. This trend is
expected to continue, with consumers clamoring for more multi-functional
supplements that are as tasty as they are effective.