Younger, fitness-conscious consumers particularly fond of vitamins, dietary aid goods
Consumers pick gift boxes of health products for Spring Festival at a supermarket in Shanghai in January 2023. (PROVIDED TO CHINA DAILY)
While most consumers were busy filling their virtual carts with trendy items, electronics and skincare products during the "Double 11"online shopping festival, which ran from late October to mid-November, Zhang Qifeng, a 29-year-old resident of Beijing, took a different approach, prioritizing his well-being above all else.
Zhang's shopping haul included a variety of vitamins, such as vitamin C for immune support, vitamin D for bone health and B-complex vitamins for energy metabolism, as well as dietary supplements like protein powder for muscle recovery, omega-3 capsules for heart health and probiotics for gut health.
Believing that investing in his health was the best way to take advantage of the discounts and promotions offered during the annual shopping extravaganza, Zhang spent hours scouring various online platforms and healthcare stores, comparing prices and reading product reviews.
Zhang represents a rising wave of younger consumers who are now proactively seeking ways to nourish their bodies and improve health and wellness. This growing trend stems from their heightened understanding of the advantages associated with a balanced and nutrient-rich diet, coupled with a desire to bridge nutritional gaps caused by hectic lifestyles and dietary restrictions.
In 2023, healthcare products emerged as the third most popular consumer category among Chinese youth aged 18 to 35, often referred to as Gen Z, trailing only tourism services and tech gadgetry, said a survey jointly conducted in May by the National Bureau of Statistics, China Post and China Central Television.
In particular, the COVID-19 pandemic has enhanced public awareness of the importance of a robust immune system. Vitamins and supplements, known for their potential to support immune functionality, gained traction as people sought to bolster their body's natural defenses, Zhang said.
Nearly half of the Generation Z population incorporates dietary supplements and vitamins into their daily routines, which are often sought after as a convenient and accessible means to bridge potential nutritional gaps, according to an online survey conducted in March by KuRun Data.
In particular, the younger generation seeks healthcare supplements that cater to their specific needs, whether it's addressing vitamin deficiencies, supporting gut health or enhancing cognitive function, said Tang Zhengye, consulting partner of Deloitte China Life Sciences &Health Care.
More than half of China's post-1990 generation face challenges related to hair loss and vision problems, according to a report by CBN Data, a Shanghai-based consultancy, which also revealed that approximately 40 percent of this demographic struggle with obesity and declining physical fitness while 30 percent complain of weakened immunity.
The market has responded by offering a wide range of products designed to target various health concerns, allowing health-conscious customers to select supplements that align with their goals and provide them with the desired benefits, Tang said.
Moreover, vegan-friendly supplements, gluten-free options and products suitable for individuals with specific dietary restrictions are becoming more readily available, he added.
Packed Chinese caterpillar fungus, a traditional medicinal ingredient, is displayed during a food expo in Beijing in September. (PROVIDED TO CHINA DAILY)
To provide customers with a more personalized experience, many companies offer online platforms or consultation services where individuals can receive guidance and recommendations based on their specific health goals and requirements, said Gu Xiaojuan, head of the nutrition department at Bayer Consumer Health China, a unit of German life sciences giant Bayer AG.
These services may involve questionnaires, health assessments or virtual consultations with experts to help customers make informed decisions about their supplement choices, Gu said.
China's urbanites spend an average of more than 1,000 yuan ($140) a year on supplements and vitamins. Notably, 83.7 percent of customers driving this trend are part of the Gen Z demographic, according to a separate report jointly released by the healthcare unit of e-commerce platform JD.com, dietary supplements producer By-Health and Xinhua News Agency.
The willingness of the younger generation to invest in their health plays a significant role in this trend. They prioritize their well-being and are willing to allocate a portion of their budget toward high-quality healthcare supplements, said Gu Zhongyi, a council member of the Beijing Dietetic Association.
The Chinese health supplements market reached an impressive scale of 394.68 billion yuan in 2022, representing a year-on-year growth of 3 percent, said industry information network Chyxx.com.
Furthermore, a study conducted by market consultancy iiMedia Research offers an optimistic outlook for the future of the Chinese health supplements market. It predicts that the market will continue to expand, reaching a projected scale of around 423.7 billion yuan by 2027.
To further boost the popularity of vitamins and dietary supplements, companies are pushing ahead a transformation in terms of presentation, said Wang Maochun, vice-president of the China Chamber of Commerce for Import and Export of Medicines and Health Products.
The traditional image of health supplements, characterized by capsules or tablets reminiscent of medicinal pills, is being replaced with more visually appealing and "snack-like" options. This shift aims to attract younger consumers and alleviate any hesitancy associated with taking medication, Wang said.
Manufacturers have begun exploring ways to allow consumers to view supplement consumption as a rewarding and enjoyable habit rather than a chore, and to that effect, they have introduced new product formats such as chewable tablets and gummies, said Bayer's Gu.
The shift toward more appealing formats aligns with evolving consumer preferences and a desire for products that fit seamlessly into people's daily lives, Gu added.
Meanwhile, the accessibility of information and the influence of social media, such as lifestyle-sharing platform Xiaohongshu, Weibo and short video giant Douyin, have played a significant role in shaping the perception of health maintenance among young people.
Online platforms provide a wealth of health-related content, ranging from fitness routines and dietary tips to personal anecdotes and product recommendations. As a result, many young individuals have become more conscious of their health and are actively seeking ways to improve their well-being, said Bo Wenxi, chief economist at wealth management firm IPG China.
A search in late December using the keywords "health supplements" and "vitamins" on Xiaohongshu yields a substantial number of related posts, with notes related to vitamins standing at around 4.84 million.
"From influencers' recommendations to personal testimonials, these posts have piqued my interest in using these health products," said Huang Wei, a lawyer who now resides in Guangzhou, Guangdong province.
These posts often showcase before-and-after photos, detailed accounts of personal health journeys, and recommendations for specific brands or products, the 27-year-old said, adding that the desire to achieve similar outcomes drove her to follow suit and try these products herself.
Meanwhile, consumers can easily find and purchase these products through e-commerce platforms with just a few clicks, making it convenient to experiment and discover what works best for them, Huang added.
While the desire to optimize health and well-being — driven in part by social media and peer influence — is commendable, experts emphasize the need for comprehensive education, responsible marketing practices and transparent labeling within the industry.
Each person's nutritional needs are unique, and blindly following trends or recommendations without considering personal health conditions or medical history can be counterproductive, said Gu of the Beijing Dietetic Association, adding that consulting healthcare professionals or registered dieticians can provide consumers with personalized advice based on specific requirements.
Moreover, the market is flooded with a wide array of products, making it challenging for consumers to determine quality and efficacy. Dedicated efforts are needed to enforce more rigorous regulations to protect public health and promote responsible manufacturing, labeling and marketing practices, Gu added.
