iSuite Insight Spotlight Issue #20: Unlocking China's Booming Health Supplement Market — Trends and Strategies for 2025
China’s health supplement market is undergoing a remarkable transformation, influenced by both cultural traditions and modern wellness trends. The rise in health awareness—intensified by the COVID-19 pandemic—has led to a shift in consumer behavior toward preventive care. Chinese consumers are increasingly investing in health supplements to boost immunity and maintain overall well-being. Demand spans two key segments: Western health products such as vitamins and dietary supplements (VDS), and Traditional Chinese Medicine (TCM) products, rooted in centuries-old healing philosophies. This article delves into key market statistics, consumer behaviors, trending content on Xiaohongshu, and strategies for brands to effectively engage with this fast-evolving sector.
Overview of China’s Health Supplement – A Billion-Dollar Opportunity
Key Market Statistics
According to iiMedia Research, China’s health supplements market was valued at approximately RMB 328.2 billion in 2023 and is projected to grow to RMB 423.7 billion by 2027, reflecting a robust compound annual growth rate (CAGR) of about 6.5%. This growth reflects rising disposable incomes, urban lifestyles, and a cultural shift toward proactive health management. Key drivers include:
- Post-Pandemic Awareness: COVID-19 accelerated demand for immunity-boosting supplements.
- Cultural Roots: TCM products, like goji berries and ginseng, resonate with consumers’ trust in holistic healing.
- Western Appeal: Scientifically backed vitamins and collagen attract urban, tech-savvy buyers.
Sources: https://www.nhnexpo.com/News/View/1197#:~:text=According%20to%20data%20by%20iiMedia,Survey%20data%20shows%2072%25%20of
Insights from iSuite: Understanding Consumers in China’s Health Supplement Market
Audience Demographic
The health supplement market in China is predominantly driven by female consumers, with women accounting for 88% of the market compared to just 12% male. This gender skew reflects long-standing cultural roles, where women have traditionally acted as health guardians for their families—purchasing supplements for spouses, children, and elderly parents. However, a new trend is emerging: women are evolving from caretakers to proactive health advocates for themselves. Modern Chinese women are seeking ways to optimize their lifestyles, valuing holistic health. Supplements are increasingly viewed as an integral part of daily self-care, not just for addressing ailments, but for enhancing beauty, vitality, and resilience.
Source: iFans data as of April 2025
Trending Notes Style on Xiaohongshu
An analysis of the top performing Xiaohongshu notes related to health supplement reveals the following insights:
- Consumers Trust Professional Voices: An analysis of the top 10 Key Opinion Leaders (KOLs) in the health category on Xiaohongshu1 in April reveals a dominance of medical professionals—including practitioners of traditional Chinese medicine, dermatologists, psychiatrists, and general practitioners. This trend signifies a consumer preference for scientifically grounded advice and trusted sources. Brands that partner with authoritative figures can effectively enhance their credibility, as health-related tips and professional endorsements significantly boost both awareness and conversions.
1 Data by iFans index: This index evaluates an account’s performance on Xiaohongshu based on five key metrics: number of followers, follower growth, likes, saves, and comments.
- Consumers Trust Professional Voices: An analysis of the top 10 Key Opinion Leaders (KOLs) in the health category on Xiaohongshu1 in April reveals a dominance of medical professionals—including practitioners of traditional Chinese medicine, dermatologists, psychiatrists, and general practitioners. This trend signifies a consumer preference for scientifically grounded advice and trusted sources. Brands that partner with authoritative figures can effectively enhance their credibility, as health-related tips and professional endorsements significantly boost both awareness and conversions.
- Video Outperforms Photo: For health supplement content on Xiaohongshu, video content significantly surpasses photo posts in performance. This can be attributed to several reasons:
- Demonstration Value: Videos offer richer storytelling, allowing KOLs to effectively showcase product usage, illustrate transformations, and compare ingredients.
- Authenticity and Engagement: The dynamic combination of motion and voice creates a deeper emotional connection, enhancing the credibility and persuasiveness of health claims.
- Platform Optimization: Xiaohongshu’s algorithm favors video content within the health and wellness sector, as it generates higher dwell time and shareability, thereby improving visibility and driving organic reach.
For brands, leveraging video—especially short-form and vertically framed clips—is crucial in capturing audience attention and increasing content discoverability.
- Platform Optimization: Xiaohongshu’s algorithm favors video content within the health and wellness sector, as it generates higher dwell time and shareability, thereby improving visibility and driving organic reach.
- Video Outperforms Photo: For health supplement content on Xiaohongshu, video content significantly surpasses photo posts in performance. This can be attributed to several reasons:
Source: iFans data in April 2025
Trending Topics for Health Supplement on Xiaohongshu by Engagement
Trending keywords on Xiaohongshu reveal high engagement around health supplement topics that emphasize internal wellness and daily health challenges faced by younger Chinese consumers, especially working women:
- Engagement among Younger generations: Hashtags like “#熬夜” and “#上班族” reflects the interests of consumers with busy lifestyles actively searching for supplements to manage fatigue, skin concerns, and energy levels.
- Priority on Internal health: Tags like “#內調” and “#內服好物” emphasize a strong consumer belief in improving health from within, often inspired by TCM philosophies.
These trends indicate that supplements are increasingly perceived as essential components of daily self-care rather than occasional remedies—particularly among young, health-conscious women.
Source: iFans data as of April 2025
Top Engaged Ingredients in Traditional Chinese Medicine (TCM)
Chinese consumers’ deep-rooted trust in TCM has helped popularize herbal supplements that promise holistic benefits, such as strengthening immunity, combating aging, and improving energy levels. The following ingredients have emerged as the most engaged on Xiaohongshu:
- 茯苓 (Poria): 913K – Known for its calming, anti-inflammatory, and digestive health properties.
- 黄芪 (Astragalus membranaceus): 748K – Believed to boost immunity and alleviate fatigue.
- 枸杞 (Goji berries): 687K – Popular for promoting vision health, liver protection, and anti-aging.
- 人参 (Ginseng): 514K – A staple for vitality, immune support, and mental clarity.
- 棗 (Jujube): 487K – Associated with improved sleep, digestion, and blood circulation.
The rising popularity of TCM among younger generations signals a cultural revival, where traditional health practices are integrated into modern lifestyles. These herbs resonate with Chinese consumers due to generational familiarity, perceived safety, and a strong belief in preventive care.
Source: iFans data as of April 2025
Top Engaged Ingredients in Western Health Products
Western-style health supplements also attract significant attention on Xiaohongshu, particularly those marketed with scientific backing, clinical studies, and international brand prestige. The most engaged Western ingredients in April include:
- 维生素/矿物质/钙铁锌硒 (Vitamins and Minerals): 5.8M – Essential for overall well-being, immune support, and bone health.
- 蛋白粉/氨基酸/胶原蛋白 (Protein Powder, Amino Acids, Collagen): 1.4M – Popular for their benefit in fitness, skin care, and muscle recovery.
- 保健食品 (Health Food Supplements): 44K – A broad category includes supplement food and drink such as probiotic and vegetable juice.
- 功能糖果 (Adult Gummy Vitamins): 18K – Appealing to younger consumers seeking
- 运动营养食品 (Sports Nutrition): 2.5K – Indicative of a growing fitness culture, especially in urban areas.
Western products appeal to Chinese consumers because of their precise formulation, scientific branding, and global credibility. Additionally, the convenience of capsules, powders, and gummies aligns well with the fast-paced lifestyles of young urbanites.
Source: iFans data as of April 2025
Brand Performance and Consumer Preferences on Health Supplement
Observations from the Top 3 Brands by Business Notes’ Engagement
Consumer behavior on Xiaohongshu shows that Chinese audiences are drawn to content that not only promotes products but also educates and inspires. Insights from the top-performing posts of health supplement brands reveal two major strategies that resonate strongly with consumers.
- Focus on “A Better Self”: Leading brands emphasize the concept of becoming a better version of oneself through consistent supplement use: For instance, PROYA highlights how daily supplementation can lead to noticeable improvements in skin and body condition, while also empowering women by linking wellness with self-worth and personal growth.
- Sharing Personal Experiences: Brands like Swisseand Julytiger adopt an educational approach, sharing practical tips on maintaining healthy skin through regular supplement use. They often break down the benefits of specific ingredients, enhancing consumer understanding and trust. This combination of aspirational messaging and informative content is key for building credibility and emotional resonance in a competitive and personal category.
Source: iFans data as of April 2025
Conclusion on China’s Health Supplement Market
The health supplement market in China is evolving rapidly, driven by heightened post-pandemic health awareness, female empowerment, and digital culture. From Traditional Chinese Medicine to Western supplement, consumers are increasingly proactive in managing their health and appearance, and actively seeking for professional advice, product news and lifestyle tips.
Key Takeaways for Brands:
- Emotional Connection Matters: Align product benefits with broader themes like beauty, empowerment, or self-care to create deeper resonance with consumers.
- Informative Content Wins: Offer useful tips, ingredient breakdowns, and real-life applications to gain trust.
- Influencer Partnerships with Purpose: Collaborate with both medical experts and relatable micro-influencers to cover a wide spectrum of consumer trust points.
Brands looking to succeed in this market must adopt a culturally nuanced and digitally agile approach. Leveraging video content, professional KOL endorsements, and authentic storytelling can unlock new opportunities. As health becomes a lifestyle choice rather than a mere necessity, the potential for health supplements is enormous.
Ready to explore in-depth strategies tailored to your brand? Contact our iClick team today for a personalized consultation.
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