June 2, 2025 – Innova Market Insights highlights key trends shaping the supplements market in China, from macro-level influences on category and product-level trends. It examines the consumer drivers that could inform future innovation, along with category dynamics, new product launch trends, and examples of innovation.
Consumer Insights
Supplement trends show that over 25% of supplement users in China have increased their intake over the past year, with 80% purchasing supplements at least once a month. Vitamins top the table as the most popular supplements in use. Millennials represent a key demographic, particularly for condition-specific supplements. Millennials are most likely to take supplements (94%) and Boomers the least likely (81%). There is a growing demand for personalized solutions in this market. The most commonly consumed nutritional supplements include multivitamins/minerals, gut/digestive health supplements, and individual vitamins. Millennials are also more inclined to take supplements to promote healthy aging and overall well-being. Furthermore, 50% of consumers in China express strong interest in physical appearance when purchasing supplements.
Category Growth in China’s Supplement Market
Chinese consumers are increasingly taking supplements, with boosting immunity as a key driver. The supplement market in China is fragmented, supporting various business types, from multinational giants to smaller specialists. The probiotic subcategory is a notable niche, showing a CAGR of 9%, indicating strong potential. China is also driving the “other supplements” category, with strong sales for children’s supplements and especially for liquid or drinkable products. These are extremely niche in other parts of Asia. With disease prevention gaining importance, consumers cite “help to boost immunity” and “help me stay healthy” as the top two reasons for supplement intake.
Personalized Supplementation
Personalized solutions are increasingly important. A significant 77% of Chinese consumers believe that it’s important for supplements to be tailored to their individual needs. Supplement brands support this by segmenting their offerings in various ways, such as by age, gender, ingredients, and specific health needs. Notably, 32% of consumers in China reported purchasing gender-specific nutrition within the last 12 months.
Claims in Chinese Supplements
Health and wellness are among the top claims in the Chinese supplements market, with notable growth in areas like mental acuity, bone health, and digestive health. Other fast-growing claims focus on diabetes and immune health. Supplement trends reveal that a significant 52% of consumers in China express strong interest in gut health when selecting supplements. Additionally, 27% of new vitamin and mineral products, including single supplements, market themselves under health or wellness rather than specific benefits. The rise of functional ingredients in the supplement market is notable, with specific ingredients highlighted for their health-promoting properties.
New Product Launch Trends
Launch numbers in China are leading in Asia, experiencing a compound annual growth rate (CAGR) of +4% over the past five years, albeit with fluctuations. Distinct growth has been seen in the launch of vitamins, minerals, and glucosamine supplements. While China is at the forefront of supplement innovation in Asia, its growth rate still lags behind the regional average. Soft gels and tablets remain mainstream formats, with Conba’s Orange Flavor Vitamin B Dietary Supplement as an example of a tablet format launch. Gummies are emerging as a growing format. Leading flavors in Chinese supplement product launches are orange, strawberry, and cow’s milk. Mental acuity is the fastest-growing claim over the past three years, with Angel Nutritech Dha Algal Oil Dietary Supplement being an example of a launch in this category, marketed as helping to improve memory.
What’s Next in Supplement Trends in China?
The Chinese supplement market is shifting towards more convenient formats like gummies, while soft gels and tablets remain mainstream. Key trends include increasing personalization in supplements, with products tailored for specific demographics such as seniors and women at various life stages (menopause, pregnancy, etc.). Brands should focus on integrating “hero” ingredients like poriacocoa mushroom and vitamin D while keeping an eye on emerging health trends.
To capitalize on these supplement trends, brands can segment their offerings, prioritize mental and joint health, and innovate flavors and formats to enhance consumer experience. Active communication and education about product benefits will further raise awareness and attract customers.
This article is based on Innova’s Now & Next in Supplements in China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
