China Supplement Market Outlook for 2022

Snapshot of China’s Supplement Market

The COVID-19 pandemic has been influencing which health benefits consumers seek in supplements, while the associated lockdowns have affected how they shop. Though companies have been employing different strategies with varying success to meet these new needs, the top twelve companies in China’s supplement market in 2019 held their spots in 2020.¹

By-Health, Infinitus (China), and Amway lead in China’s supplement market—together accounting for nearly a quarter of the market^.2 Of the three, only By-Health gained market share (+0.2%) between 2019 and 2020, amidst increased competition in the market.³ The total market share of the companies outside of the top twelve increased by 2.1%.⁴ Continued surveillance of the illegal practice of direct selling is driving the loss of market share among companies engaged in this.

Top 4 Trends in China’s Supplement Market

1. E-Commerce Driven

One of the most important trends reshaping China’s supplement market is e-commerce. The three major companies that gained market share between 2019 and 2020—By-Health, H&H and Dong-E-E-Jiao—all had in common an expansion in e-commerce that allowed consumers to conveniently purchase their products even during lockdowns. E-commerce is expected to influence long-term changes in supplement purchasing habits.

2. Healthy Aging

Seniors are the demographic known to be most at risk of developing serious health complications from COVID-19. This is creating opportunity in supplements that address the health needs of seniors, including ensuring micronutrient needs are met for optimal health and immune support. 70% of those ages 50-65 in China are interested in health supplements targeted specifically at seniors.⁵

3. Immunity Makes Way for Slimming

Weight loss supplements are overtaking immunity-focused supplements in China. New vitamin and supplement launches with slimming claims rose from 3.9% in 2020 to 10.3% in 2021, while immune system claims dropped from 9.2% to 2.2%.⁶ China’s increased incidence of being overweight compared to the pre-COVID period is behind this shift.⁷ A notable trend among today’s weight loss supplements is the use of botanicals as supporting ingredients.

Download our Premix Guide to learn how you can use a premix to easily create a healthy aging or weight loss product.

4. New Formats

A 2021 change in China’s supplement regulations has led to rapid growth in alternative supplement formats. While tablets remain the top format, alternative formats have replaced capsules and powders,  formerly the second and third most common formats in new product launches. Chews/gummies jumped from 2.6% of 2020’s supplement launches to 17.6% in 2021.⁸ The “other” category, which includes cake, seed, jelly, and candy formats, rose from 2.6% to 12.5%.⁹  More enjoyable formats like these can help fight pill fatigue and increase compliance.

Finding Success  in Supplements

Offering consumers the distribution channels, health benefits, and formats they’re looking for, along with the right ingredients, will be key to supporting brand growth in the Chinese supplement market. As a global leader in nutritional ingredients, Glanbia Nutritionals is uniquely positioned to help your brand succeed in supplements—through market insights, product development expertise, and optimized ingredients.

Our premix solutions can give your product the exact blend of health-boosting ingredients needed to appeal to your target consumer, while also simplifying sourcing and saving you time. Choose from our wide range of ingredients that address today’s top health concerns or let us develop a custom premix unique to your brand. 

References

1-4. Mintel, Health Supplements-China, November 2021.
5. KuRunData/Mintel.
6. Mintel, Health Supplements-China, November 2021.
7. Mintel, Trends in Health & Wellness – China – March 2021.
8-9. Mintel GNPD, October 2021.