After the pandemic, Chinese consumers have developed a more positiveperception towards health supplements, increasingly incorporating theminto their daily health routines. The demand for these products is growingrapidly.
Euromonitor’s Health and Nutrition consumer survey indicates thatamong Chinese consumers who take health supplements, the proportionwho take them daily (or almost every day) rose from 20% in 2019 to anexpected 26.8% in 2025.”
Notably, parents in medium-sized cities have become a significantgrowth demographic, with younger parents focusing their health-relatedpurchases on their children. They prioritize ingredients and effectssupported by scientific evidence, showing strong interest in personalizedsupplements such as calcium, omega-3 (DHA), eye health nutrients, andprobiotics.
The Alpha generation faces unique challenges, including increased digitalexposure, reduced outdoor activity, and food safety concerns.Consequently, it is crucial for brands to connect with this generationthrough trustworthy messaging and customized products.
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