PROSPECTS AND OPPORTUNITIES
Foundational role of vitamins ensures persistent growth
Value sales of vitamins are expected to continue rising over the forecast period, reflecting the category’s broad consumer base and its products’ role as foundational health supplements. Premiumisation will remain a key driver, with brands introducing higher-value products through added ingredients, targeted formulations and innovative delivery formats.
Innovation continues to boost product and distribution development in vitamins
The vitamins category in China is increasingly shaped by innovation and technological progress across product development, manufacturing and distribution. On the product side, brands are diversifying beyond traditional tablets and capsules, offering consumer-friendly formats such as gummies to enhance convenience and compliance.
Health and wellness trends to support further progress
Health and wellness trends remain central drivers of growth for vitamins in China, underpinning positive projections over the coming years. Growing public focus on preventive healthcare, immunity and overall wellbeing has cemented vitamins as an everyday health essential.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins 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.
If you're in the Vitamins 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 Vitamins 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 Vitamins in China?
- Which are the leading brands in Vitamins in China?
- How are products distributed in Vitamins in China?
- How has the regulatory and operating environment for Vitamins changed in China?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in China - Category analysis
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
Consumer Health in China - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
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