{"id":17383,"date":"2025-11-28T01:59:00","date_gmt":"2025-11-27T17:59:00","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=17383"},"modified":"2025-11-27T13:59:41","modified_gmt":"2025-11-27T05:59:41","slug":"vitamins-dietary-supplements-china","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/","title":{"rendered":"Health supplements and vitamins in China: a promising market dominated by foreign brands"},"content":{"rendered":"\n<p>Health supplement consumption trends in China are evolving rapidly, unlocking massive demand and reshaping the wellness landscape. From 2018 to 2023, China\u2019s health supplement market achieved a CAGR of <a href=\"https:\/\/pdf.dfcfw.com\/pdf\/H3_AP202501031641800847_1.pdf\">6.9%<\/a>.<\/p>\n\n\n\n<p>In 2023, the market size of health supplements in China reached <a href=\"https:\/\/www.chinabaogao.com\/detail\/739319.html\">RMB 387.9 billion<\/a>, marking a year-on-year increase of 29.8% &#8211; a surge reflecting post-pandemic recovery and driven by rising health awareness. It is projected that by 2028, the market size will reach <a href=\"https:\/\/www.chinabaogao.com\/detail\/739319.html\">RMB 506.7 billion<\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Download our China F&amp;B White Paper<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1542\" height=\"1074\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover.png\" alt=\"China F&amp;B white paper 2024\" class=\"wp-image-61588\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover.png 1542w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover-300x209.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover-800x557.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover-768x535.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/FB-WP-cover-1536x1070.png 1536w\" sizes=\"(max-width: 1542px) 100vw, 1542px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"21091266\",\n    formId: \"0198d19d-779c-46ea-a72c-e35e05f4588d\"\n  });\n<\/script>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s hot: The products dominating wellness carts<\/h2>\n\n\n\n<p>Among emerging products, <a href=\"https:\/\/36kr.com\/p\/2595880616852096\">collagen peptides<\/a>, enzyme drinks, and instant probiotic sachets are gaining widespread popularity during events such as Tmall\u2019s Double 11 in 2023. The popularity supports the strong projected <a href=\"https:\/\/36kr.com\/p\/2595880616852096\">CAGRs<\/a> of categories including probiotics (16%), oral beauty (10%), and weight management (7%) in the five years to come. This surge also reflects rising disposable income, as consumers become increasingly willing to pay for aesthetics and convenience.<\/p>\n\n\n\n<p>Meanwhile, fish oil, CoQ10, calcium, and glucosamine continue to anchor demand among older adults and fatigued professionals. <a href=\"https:\/\/pdf.dfcfw.com\/pdf\/H3_AP202312281615145068_1.pdf\">Fish oil<\/a>, particularly high-Omega-3 and prescription-grade EPA products, dominates the cardiovascular segment by consumer preference, while <a href=\"https:\/\/pdf.dfcfw.com\/pdf\/H3_AP202312281615145068_1.pdf\">CoQ10<\/a> is increasingly favored for post-pandemic recovery, heart health, and anti-fatigue, especially in new formats like gummies.<\/p>\n\n\n\n<p>CoQ10\u2019s popularity is also reflected in social media trends. On XHS, the topic \u201cCoenzyme Q10\u201d (\u8f85\u9176Q10) has garnered 210 million views and almost 700,000 discussions. Many top posts are cautionary, advising against blindly following trends or self-medicating. The trend suggests that its widespread use may have sparked concerns over misuse or side effects.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"688\" height=\"1145\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-coq10.jpg\" alt=\"\" class=\"wp-image-63069 lazyload\" style=\"--smush-placeholder-width: 688px; --smush-placeholder-aspect-ratio: 688\/1145;width:333px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-coq10.jpg 688w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-coq10-180x300.jpg 180w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-coq10-615x1024.jpg 615w\" data-sizes=\"(max-width: 688px) 100vw, 688px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\"><em>Source: RedNote, Widespread popularity of CoQ10 and concerns for its potential misuse<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Take and go: Effortless health for a fast-paced generation<\/h2>\n\n\n\n<p>Young consumers prefer convenient \u201con-the-go\u201d supplements for busy lifestyles. <a href=\"https:\/\/zxb.ccn.com.cn\/html\/zxb\/20240314\/125913.html\">Low-effort<\/a> solutions, such as oral supplements, are increasingly popular for delivering perceived health benefits with minimal time and effort.<\/p>\n\n\n\n<p>This preference for low-effort wellness reflects broader health supplement consumption trends in China, particularly among post-90s and post-00s, who struggle with late nights, high stress, and <a href=\"https:\/\/daxueconsulting.com\/sleep-tech-market-in-china\/\">poor sleep<\/a>. According to Tmall Health data from 2023, post-90s accounted for <a href=\"https:\/\/stcn.com\/article\/detail\/1476213.html\">30%<\/a> of CoQ10 sales and <a href=\"https:\/\/stcn.com\/article\/detail\/1476213.html\">45%<\/a> of liver supplement sales, with 15% of liver supplement orders placed during late-night hours. This highlights the direct connection between consumption behaviors and <a href=\"https:\/\/daxueconsulting.com\/health-market-in-china\/\">real-time health concerns<\/a>.<\/p>\n\n\n\n<p>Meanwhile, the market is <a href=\"http:\/\/paper.people.com.cn\/rmlt\/pc\/content\/202502\/05\/content_30059357.html\">diversifying<\/a> beyond traditional vitamins, with new sub-segments gaining traction. For example, according to CBNData, over <a href=\"https:\/\/www.cbndata.com\/report\/2355\/detail?isReading=report&amp;page=1\">50%<\/a> of post-90s self-reported hair loss or weakened eyesight, while around <a href=\"https:\/\/www.cbndata.com\/report\/2355\/detail?isReading=report&amp;page=1\">40%<\/a> experience obesity or reduced physical ability, driving demand for products for hair loss prevention, vision protection, and gut health.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Silver spender<em>s: <\/em>Older adults are choosing smarter, not just cheaper<\/h3>\n\n\n\n<p>The rapidly aging population represents a defining force behind health supplement consumption trends in China. As of 2024, <a href=\"https:\/\/www.stats.gov.cn\/xxgk\/jd\/sjjd2020\/202501\/t20250117_1958337.html\">22.0%<\/a> of the population is aged 60 and above, a figure projected to exceed <a href=\"https:\/\/www.statista.com\/statistics\/251529\/share-of-persons-aged-60-and-older-in-the-chinese-population\/\">50%<\/a> by 2080, positioning seniors as a <a href=\"https:\/\/daxueconsulting.com\/health-market-in-china\/\">core consumer group<\/a>.<\/p>\n\n\n\n<p>To support this demographic shift, the State Council issued \u201cOpinions on Developing the Silver Economy\u201d in January 2024. The government circular <a href=\"http:\/\/www.chc.org.cn\/news\/detail.php?id=119071\">encourages<\/a> the development of nutrition products tailored to older adults\u2019 chewing, swallowing, and dietary needs, reflecting growing health awareness among senior consumers.<\/p>\n\n\n\n<p>According to a national survey published in October 2024, <a href=\"http:\/\/www.crca.cn\/images\/20241017wdsjgb.pdf\">16.6%<\/a> of seniors use supplements, with <a href=\"http:\/\/www.crca.cn\/images\/20241017wdsjgb.pdf\">60.6%<\/a> spending less than RMB 1,000 annually, underscoring strong price sensitivity or income limitations within this group.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1221\" height=\"886\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-spending.png\" alt=\"\" class=\"wp-image-63070 lazyload\" style=\"--smush-placeholder-width: 1221px; --smush-placeholder-aspect-ratio: 1221\/886;width:502px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-spending.png 1221w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-spending-300x218.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-spending-800x581.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-spending-768x557.png 768w\" data-sizes=\"(max-width: 1221px) 100vw, 1221px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\"><em>Data source: China National Committee on Ageing, Designed by Daxue Consulting, Spending distribution of elderly consumers aged 60 years old and above on health supplements in China in 2020 (n=1,007)<\/em><\/figcaption><\/figure>\n\n\n\n<p>Notably, a 2021\u20132022 survey of 1,007 seniors across three cities found that <a href=\"https:\/\/m.bjnews.com.cn\/detail\/1735784617168386.html\">71.5%<\/a> make supplement purchases independently. This autonomy indicates active research and evaluation, often seeking out options that balance quality with affordability.<\/p>\n\n\n\n<p>As such, the price sensitivity observed is not merely a reflection of financial constraint but also of informed decision-making, where cost-effectiveness becomes a key consideration. Pharmacies (<a href=\"https:\/\/m.bjnews.com.cn\/detail\/1735784617168386.html\">72.3%<\/a>), hospital pharmacies (37.1%), and shopping malls (12.7%) remain the most trusted channels. This is likely due to their perceived reliability and transparency in pricing.<\/p>\n\n\n\n<p>However, e-commerce may represent an underexplored opportunity. It offers lower pricing, greater product variety, and enhanced convenience for older adults. Combined with their preference for making independent choices, the ability to browse and compare online may position e-commerce platforms as a viable growth channel, provided trust and accessibility are addressed.<\/p>\n\n\n\n<p>Besides, there is a rise in health awareness that boosts the health products market in China. Government support through plans such as Healthy China 2030 and <a href=\"https:\/\/stcn.com\/article\/detail\/1476213.html\">nutrition programs<\/a> (2017-2030) explicitly promote functional foods and nutritionally enhanced products. This brings growth opportunities to China&#8217;s healthcare and wellness products market, spanning supplements, traditional Chinese medicine (TCM), and health devices. For example, there is a surge of ready-to-drink ginseng or bird nests soups and herbal extract tablets to boost general well-being. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Purchase triggers: What Chinese consumers care about most<\/h3>\n\n\n\n<p>During 2024, categories like digestive health and growth-focused products such as liquid calcium, DHA, and probiotics experienced double-digit to <a href=\"https:\/\/stcn.com\/article\/detail\/1476213.html\">100% year-on-year<\/a> growth on Tmall. Responding accordingly, Tmall Health announced a multi-billion RMB investment in <a href=\"https:\/\/finance.sina.com.cn\/wm\/2024-11-21\/doc-incwvuie4485760.shtml\">seven high-potential tracks<\/a> for 2025. This includes vitamins, calcium-iron-zinc, fish oil, children\u2019s vision health, sports nutrition, digestive health, and immune-supporting protein powders.<\/p>\n\n\n\n<p>When purchasing health supplements, Chinese consumers prioritize function, focusing on specific goals like immunity or fatigue relief. Ingredients are nearly as important, with a strong preference for safe, natural, and additive-free formulations. <a href=\"https:\/\/www.iimedia.cn\/c1088\/94313.html\">Other factors<\/a>, including product certification \u2014 such as licenses and regulatory labels \u2013 also play a key role in shaping consumers\u2019 purchasing decisions.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"1413\" height=\"880\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-product-features.png\" alt=\"\" class=\"wp-image-63071 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-product-features.png 1413w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-product-features-300x187.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-product-features-800x498.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-product-features-768x478.png 768w\" data-sizes=\"(max-width: 1413px) 100vw, 1413px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1413px; --smush-placeholder-aspect-ratio: 1413\/880;\" \/><figcaption class=\"wp-element-caption\"><em>Data source: iiMedia Research, Designed by Daxue Consulting, Top product features Chinese consumers look for when buying health supplements in 2023 (n=2,066)<\/em><\/figcaption><\/figure>\n\n\n\n<p>While KOL (key opinion leader) marketing has broadened the landscape of health-related information, the credibility of influencer voices varies widely, with exaggerated claims often drawing skepticism from increasingly savvy consumers. In this climate, professional endorsements, particularly those from doctors,  are regaining trust and influence among Chinese consumers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Trust over trends: Why doctor endorsements outperform KOLs in China&#8217;s supplement market<\/strong><\/h3>\n\n\n\n<p>McKinsey\u2019s latest Future of Wellness survey, which covered over 5,000 consumers across China, the UK, and the US, explores the shifting trends in the wellness market. As consumers grow more skeptical of \u201chealthwashing,\u201d professional endorsements are <a href=\"https:\/\/www.fxbaogao.com\/view?id=4125589\">regaining<\/a> influence. While <a href=\"https:\/\/www.mckinsey.com.cn\/2024%E5%B9%B4%E5%85%A8%E7%90%83%E5%A4%A7%E5%81%A5%E5%BA%B7%E8%A1%8C%E4%B8%9A%E7%9A%84%E4%BA%94%E5%A4%A7%E6%A0%B8%E5%BF%83%E8%B6%8B%E5%8A%BF\/\">doctor recommendations<\/a> rank third in driving supplement purchases in the US, they are the top influence in China, particularly for categories like mental wellness, sleep support, and overall health regulation. This highlights the opportunity for brands to collaborate with healthcare professionals to build long-term trust.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.mckinsey.com.cn\/2024%E5%B9%B4%E5%85%A8%E7%90%83%E5%A4%A7%E5%81%A5%E5%BA%B7%E8%A1%8C%E4%B8%9A%E7%9A%84%E4%BA%94%E5%A4%A7%E6%A0%B8%E5%BF%83%E8%B6%8B%E5%8A%BF\/\">Other major factors<\/a> shaping Chinese consumers\u2019 choices include in-store displays, family and friend recommendations, social media ads, and online reviews. These evolving decision drivers reflect broader health supplement consumption trends in China, with consumers becoming increasingly discerning and function-focused.<\/p>\n\n\n\n<p>In China, <a href=\"https:\/\/www.mckinsey.com.cn\/2024%E5%B9%B4%E5%85%A8%E7%90%83%E5%A4%A7%E5%81%A5%E5%BA%B7%E8%A1%8C%E4%B8%9A%E7%9A%84%E4%BA%94%E5%A4%A7%E6%A0%B8%E5%BF%83%E8%B6%8B%E5%8A%BF\/\">doctor recommendations<\/a> are the most influential factor in health supplement purchase decisions, especially in areas like mental wellness, sleep support, and overall health regulation. This suggests that collaboration with healthcare professionals may serve as a powerful strategy to build long-term consumer trust. These evolving decision drivers reflect deeper <a><\/a><a>supplement consumption trends in China<\/a>, where consumers are becoming more discerning and function-focused.<\/p>\n\n\n\n<p>Moreover, chain pharmacies, community health service centers, and hospitals have introduced elderly-friendly services. For example, in Jingan District, Shanghai, <a href=\"https:\/\/www.jfdaily.com\/sgh\/detail?id=1589987#:~:text\">over 50%<\/a> of hospitals, pharmacies, and community centers have joined a senior assistance medication program, collaborating with 500 chain pharmacies. This boosts the sales of healthcare products or vitamins to seniors through offline channels, as they prefer to gain recommendations from doctors or pharmacists in person and purchase at government-subsidized prices.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are \u201cBlue Hats\u201d? Navigating China\u2019s strict health supplement regulations<\/h2>\n\n\n\n<p>China has established a strict regulatory framework for health supplements to ensure their safety, efficacy, and quality. These health supplements, commonly known as the \u201cBlue Hats\u201d (\u84dd\u5e3d\u5b50), must display the standardized <a href=\"https:\/\/www.gov.cn\/zhengce\/zhengceku\/202312\/content_6922043.htm\">logo<\/a> prominently on the packaging to ease customer identification. Approved products receive a Health Supplement Registration Certificate, valid for <a href=\"https:\/\/www.gov.cn\/zhengce\/2020-11\/03\/content_5723692.htm\">five years<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"276\" height=\"196\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/08\/daxue-consulting-health-supplement-blue-hat.png\" alt=\"\" class=\"wp-image-63072 lazyload\" style=\"--smush-placeholder-width: 276px; --smush-placeholder-aspect-ratio: 276\/196;width:348px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\"><em>Source: State Administration for Market Regulation (SAMR), China\u2019s health supplement logo with an image resembling a blue hat<\/em><\/figcaption><\/figure>\n\n\n\n<p>Health food claims are tightly controlled and related enterprises need to select among <a href=\"https:\/\/www.gov.cn\/lianbo\/bumen\/202309\/content_6901834.htm\">24<\/a> approved functional categories that align with their products from the directory. Any disease-related claims, such as \u201ccure\u201d, \u201csuccess rate\u201d, are strictly <a href=\"https:\/\/www.gov.cn\/zhengce\/2020-11\/03\/content_5723692.htm\">prohibited<\/a>. In addition, labels must include the <a href=\"https:\/\/www.gov.cn\/zhengce\/2020-11\/03\/content_5723692.htm\">disclaimer<\/a>: \u201cThis product cannot replace medicine\u201d.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Directory of health functions available to be claimed by health supplements<\/h4>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Cognitive &amp; Energy Support<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improves memory<\/li>\n\n\n\n<li>Improves sleep<\/li>\n\n\n\n<li>Enhances hypoxia tolerance<\/li>\n\n\n\n<li>Alleviates physical fatigue<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Immunity &amp; Internal Protection<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enhances immunity<\/li>\n\n\n\n<li>Improves nutritional anemia<\/li>\n\n\n\n<li>Promotes lead excretion<\/li>\n\n\n\n<li>Provides auxiliary protective function against radiation hazards<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Metabolic &amp; Cardiovascular Support<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Helps lower blood lipids<\/li>\n\n\n\n<li>Helps lower blood sugar<\/li>\n\n\n\n<li>Helps lower blood pressure<\/li>\n\n\n\n<li>Weight loss<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Digestive &amp; Liver Support<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Promotes digestion<\/li>\n\n\n\n<li>Relieves constipation<\/li>\n\n\n\n<li>Regulates intestinal microbiota<\/li>\n\n\n\n<li>Provides auxiliary protective function against chemical liver damage<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Skin, Beauty &amp; Anti-Aging<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Anti-oxidation<\/li>\n\n\n\n<li>Improves skin moisture<\/li>\n\n\n\n<li>Eliminates acne<\/li>\n\n\n\n<li>Eliminates skin chloasma<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sensory, Bone &amp; Respiratory Care<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Alleviates eye fatigue<\/li>\n\n\n\n<li>Clears the throat<\/li>\n\n\n\n<li>Increases bone density<\/li>\n\n\n\n<li>Provides auxiliary protective function for gastric mucosal damage<\/li>\n<\/ul>\n\n\n\n<p>Data source: Joint announcement by SAMR, National Health Commission of the People&#8217;s Republic of China, and National Administration of Traditional Chinese Medicine<\/p>\n\n\n\n<p>With severe <a href=\"https:\/\/www.gov.cn\/zhengce\/2020-11\/03\/content_5723692.htm\">penalties<\/a> for non-compliance, including fines (RMB 10,000-30,000) and certificate revocation, regulators prioritize consumer protection and market transparency. This balances industry innovation with strict oversight to prevent misleading claims and ensure product reliability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are the latest health supplement consumption trends in China<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>China\u2019s health supplement market reached RMB 387.9 billion in 2023, and is projected to reach RMB 506.7 billion by 2028.<\/li>\n\n\n\n<li>While Gen Z and Millennials crave convenience, seniors prioritize value and credibility, being both price-sensitive and independent.<\/li>\n\n\n\n<li>Hot categories include probiotics, oral beauty, gut health, and post-pandemic recovery, such as CoQ10.<\/li>\n\n\n\n<li>Function, ingredients, and certification matter most to buyers. Meanwhile, doctor recommendations beat KOLs in consumer influence.<\/li>\n\n\n\n<li>Importantly, \u201cBlue Hat\u201d approval is a must-have for functional claims and market credibility.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"800\" height=\"280\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-800x280.png\" alt=\"\" class=\"wp-image-63031 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-800x280.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-300x105.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-768x269.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-1536x537.png 1536w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2023\/02\/Daxue-Banner-bottom-of-articles-2048x717.png 2048w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/280;\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Health supplement consumption trends in China are evolving rapidly, unlocking massive demand and reshaping the wellness landscape. From 2018 to 2023, China\u2019s health supplement market achieved a CAGR of 6.9%. In 2023, the market size of health supplements in China reached RMB 387.9 billion, marking a year-on-year increase of 29.8% &#8211; a surge reflecting post-pandemic [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":63105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[11],"tags":[4352,14153,9185,5174,16823,4354],"daxue_industry":[16587],"class_list":["post-17383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-china","tag-dietary-supplements-in-china","tag-health-awareness-in-china","tag-health-supplements-in-china","tag-vds-market-in-china","tag-vitamin-market-in-china","tag-vitamins-in-china","daxue_industry-healthcare"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - 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Market Research and Consulting China\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/matthieu.davidexperton\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-27T17:59:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/05\/daxue-consulting-health-supplement-cover.avif.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1430\" \/>\n\t<meta property=\"og:image:height\" content=\"953\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthieu David\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:site\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthieu David\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"15 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/\"},\"author\":{\"name\":\"Matthieu David\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/person\/ec8c4807ed3a49325c73209233a5de1a\"},\"headline\":\"Health supplements and vitamins in China: a promising market dominated by foreign brands\",\"datePublished\":\"2025-11-27T17:59:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/\"},\"wordCount\":1619,\"publisher\":{\"@id\":\"https:\/\/daxueconsulting.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/05\/daxue-consulting-health-supplement-cover.avif.jpg\",\"keywords\":[\"Dietary Supplements in China\",\"health awareness in China\",\"health supplements in China\",\"VDS market in China\",\"vitamin market in China\",\"Vitamins in China\"],\"articleSection\":[\"Market research China\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/\",\"url\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/\",\"name\":\"Health supplement consumption trends in China\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/05\/daxue-consulting-health-supplement-cover.avif.jpg\",\"datePublished\":\"2025-11-27T17:59:00+00:00\",\"description\":\"The rapidly aging population represents a defining force behind health supplement consumption trends in China\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/daxueconsulting.com\/vitamins-dietary-supplements-china\/#primaryimage\",\"url\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/05\/daxue-consulting-health-supplement-cover.avif.jpg\",\"contentUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/05\/daxue-consulting-health-supplement-cover.avif.jpg\",\"width\":1430,\"height\":953},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/daxueconsulting.com\/#website\",\"url\":\"https:\/\/daxueconsulting.com\/\",\"name\":\"Daxue Consulting - 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