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Consumer Health in 2025: The big picture
Value sales of consumer health in China are increasing in 2025, underpinned by rising health awareness and heightened willingness to invest in wellbeing. Post-pandemic, local consumers continue to view pharmaceuticals and supplements as essential, while brands are invested in expanding education and cultivating demand – especially in areas such as beauty, women’s health, and stress management.
Key trends in 2025
One of the most prominent trends in 2025 is dosage-form innovation, which is significantly enhancing consumer convenience and engagement. Traditional products are being increasingly reintroduced in modernised formats – for example, liquid calcium is replacing tablets to improve absorption, fish oil is offered in drop form for children, gummies have emerged as a playful yet functional supplement format, and even traditional E-jiao has been developed into instant powder that can be consumed more easily. Innovative development is not only broadening product appeal but also supporting premiumisation across categories.
Competitive landscape
NBO Amway (China) Co holds the leading position of overall consumer health in China in 2025, supported by its flagship brand, Nutrilite. Amway’s XS brand is active in sports nutrition, while its Nutrilite brand spans vitamins and dietary supplements (both adult and paediatric), weight management and wellbeing, and herbal/traditional products. The popularity of Nutrilite ensures wide coverage across both modern and traditional health needs, enabling the company to cater to diverse consumer segments.
Channel developments
E-commerce continues to be the primary channel for consumer health products, though overall growth is decelerating as major platforms like Tmall and JD.com near saturation. Despite this, retail e-commerce is posting the fastest growth among distribution channels in consumer health, followed closely by small local grocers, with the latter rising from a tiny base.
What next for Consumer Health?
Value sales of consumer health are set to increase further over the forecast period, with rising public health consciousness still a fundamental driver of demand in China's consumer health market. In the wake of the pandemic, preventive self-care has become deeply ingrained in daily life, leading consumers to routinely incorporate dietary supplements, functional foods and other wellness products into their regimens. This sustained focus on proactive health management ensures stable and ongoing demand for a broad array of health products, ensuring steady activity.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in China?
- Which are the leading brands in Consumer Health in China?
- How are products distributed in Consumer Health in China?
- How has the regulatory and operating environment for Consumer Health changed in China?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in China
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in China
KEY DATA FINDINGS
Topicals drive growth amid systemic weakness
Yunnan Baiyao sustains leadership through innovation and community pain services
Offline pharmacies maintain reach as O2O e-commerce accelerates analgesics access in China
Rising prevention and professional care weigh on paediatric analgesics demand in China
Digital transformation and smart distribution reshape OTC analgesics
Strengthening child-resistant packaging standards in China’s pharmaceutical market
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Sleep Aids in China
KEY DATA FINDINGS
Sleep aids sees impressive value growth in 2025
Competitive landscape remains fragmented
E-commerce as biggest and most dynamic distribution channel for sleep aids in China
Sleep aids faces further steady growth as consumer awareness continues to rise
Innovation to focus on ingredients and product format
E-commerce set to see further expansion during forecast period
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in China
KEY DATA FINDINGS
Weak seasonal demand limits short-term growth
CR Sanjiu retains leadership despite weak cold and flu season
Digital channels gain share as online pharmacy chain expansion pressures offline sales
Steady growth ahead amid shifting demand drivers
Digital innovation redefines marketing, distribution and product formats
Rising accessibility of Rx antivirals challenges OTC cold remedies
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in China
KEY DATA FINDINGS
Antifungals and hair-loss treatments drive growth in dermatologicals in 2025
Xian Janssen leads overall, while Wanma gains ground as it heads up hair loss treatments
Rising influence of social media supports e-commerce expansion
Vaginal antifungals faces retail slowdown and sluggish growth in store-based retail
Digital innovations driving personalised consumer experiences
Intensified competition expected in topical germicidals/antiseptics
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in China
KEY DATA FINDINGS
Stable growth driven by lifestyle shifts and diverging consumer preferences
TCM and consumer trust ensure CR Jiangzhong maintains overall leadership in 2025
Pharmacies anchors digestive OTC sales as e-commerce rapidly expands
Sustained value growth will be driven by lifestyle and demographic dynamics
Digital and technological advancements enhance channel reach and product accessibility
Probiotics expansion poses challenges to long-term growth of OTC digestive remedies in China
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in China
KEY DATA FINDINGS
Positive growth curbed by low innovation and high price sensitivity
Mentholatum (Zhongshan) Pharmaceuticals leads eye care in 2025
Retail e-commerce accounts for greatest proportion of eye care sales in China
Lifestyle shifts and habitual use support further steady growth
Increased tech adoption for refined products, deeper engagement and broader access
Eye care as essential wellness products
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
Wound Care in China
KEY DATA FINDINGS
Solid growth supported by ageing population
Yunnan Baiyao continues to benefit from longstanding reputation
Rapid expansion of e-commerce improves wound care accessibility
Demographic shifts in China to drive future growth for wound care
Intelligent wound monitoring represents key technological trend for forecast period
Health and wellness trends expand into wound care
Table 49 Sales of Wound Care by Category: Value 2020-2025
Table 50 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Wound Care: % Value 2021-2025
Table 52 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 53 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in China
KEY DATA FINDINGS
Sports non-protein products drives overall growth in 2025
Beijing Competitor SportsTechnology leads while MuscleTech continues to struggle
Retail e-commerce maintains dominance as other sales channels struggle to achieve strong growth momentum.
Growing number of fitness enthusiasts set to drive growth in forecast period
Compact and portable packaging as key consumer demand driver
Domestically produced protein ingredients hold potential for progress in protein powder
Table 55 Sales of Sports Nutrition by Category: Value 2020-2025
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 57 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in China
KEY DATA FINDINGS
Rising health consciousness and paediatric focus drive growth in 2025
By-health leads as Orkla enjoys most rapid expansion
E-commerce as favoured and fastest-rising channel for dietary supplements in China
Steady growth forecast for dietary supplements
Innovation ensures continued dynamism
Sustainability trends shape progress
Table 61 Sales of Dietary Supplements by Category: Value 2020-2025
Table 62 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 63 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 64 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 65 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 66 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 67 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in China
KEY DATA FINDINGS
Vitamins enjoys continued growth in China in 2025
Amway retains leadership while Nutrend rises fastest
E-commerce remains most dynamic channel in 2025
Foundational role of vitamins ensures persistent growth
Innovation continues to boost product and distribution development in vitamins
Health and wellness trends to support further progress
Table 68 Sales of Vitamins by Category: Value 2020-2025
Table 69 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 70 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Vitamins: % Value 2021-2025
Table 72 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 73 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 74 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in China
KEY DATA FINDINGS
Emerging new health-oriented products undermine growth for weight management and wellbeing
Leading players face pressures and growing scepticism from consumers
Retail e-commerce remains dominant channel in 2025
Shifting weight-loss treatment strategies from consumers to reshape development
GLP-1 drugs expand options for consumers in China
Chinese government policies focus on healthier weight management practices
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in China
KEY DATA FINDINGS
Herbal/traditional products gains momentum amid renewed consumer interest
CR Sanjiu Medical & Pharmaceutical leads, with supplements players showing dynamism
Pharmacies maintains narrow lead as e-commerce continues to steal share
Stagnation in TCM/herbal vaginal antifungal products
Updated formats cater to demand for convenient and modern solutions
Sustainability becomes increasingly important in herbal/traditional products
Table 81 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in China
KEY DATA FINDINGS
Rising parental focus and product upgrades drive paediatric health growth
Nature’s Story leads while Swisse Wellness rises fastest in 2025
E-commerce overtakes health and beauty specialists to lead distribution in 2025
Paediatric consumer health faces niche opportunities amid demographic challenges
Innovation and digital advancements drive development
Strengthening child-resistant packaging standards in China’s pharmaceutical market
Table 87 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 89 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 90 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 91 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 92 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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