2025 China Nutritional Supplements Consumption

The global nutritional supplements market is posting robust growth, with China leading the world at a 10% growth rate as the most dynamic growth engine. China’s cross-border imported health products market has expanded 19-fold since 2016, and the top five brands including FANCL command over 60% market share, leading this high-growth segment.
Despite its sizable scale, China’s per capita consumption stands at a mere 22% of the U.S. level, market penetration is below 30%, and loyal users account for just 10%. These three gaps point to massive untapped growth potential.

Asian populations differ distinctly from Western counterparts in dietary patterns, cooking habits and genetic predispositions, making targeted nutritional supplementation essential. Yet diversified supplementation has brought dual challenges of safety and convenience: the hassle of managing multiple supplement bottles and the risk of excessive ingredient overlap are driving the industry toward a more scientific and precision-focused transformation.

Age- and gender-specific nutrition strategies represent the optimal solution, balancing scientific precision and cost efficiency. As an industry trailblazer, FANCL launched the world’s first age-specific adult nutrition pack in 2015, tailoring products to Asian physical traits and setting an industry benchmark.

Japan’s mature market model, with coordinated alignment of policies, consumer demand and supply capacity, offers valuable insights for China’s health products sector.

Moving forward, precision nutrition and technological innovation will jointly fuel high-quality industry upgrading. By stepping up consumer education and optimizing product experience, the sector will better fulfill consumers’ full life-cycle health needs.