Growth seen in nutrition, health food, supplements market

China's healthcare supplement market is in a stage of rapid transformation and development, with demand shifting from basic healthcare to quality upgrades and precise maintenance, industry experts said.

Their comments coincided with Healthplex Expo 2026 and Natural and Nutraceutical Products China 2026, which were recently held in Shanghai by the China Chamber of Commerce for Import and Export of Medicines and Health Products, or CCCMHPIE, and Shanghai Sinoexpo Informa Markets International Exhibition Co.

The expos, covering an area of over 200,000 square meters, have become a platform for domestic and international enterprises to connect with new partners, expand business channels and learn about the latest trends in the field of health and nutrition.

Fabio De Cillis, chief representative of the Italian Trade Agency Shanghai Office, said: "The health supplement market in China is mature, and consumers of all ages have a demand for health products. Therefore, ITA will require Italian health product brands to adopt a localization strategy to better serve Chinese consumers."

John O'Doherty, CEO of Complementary Medicines Australia, said: "Chinese consumers have a leading understanding of health products globally, so many consumers choose Australian health products because of their higher quality. Most countries regulate health products as food, but in Australia, health products are regulated as drugs. The health product market in Australia is $4 billion annually, with a significant portion coming from China."

Against the backdrop of a complex and ever-changing global trade environment, marked by geopolitical and supply chain fluctuations, China's nutrition and health food industry still demonstrated strong development resilience. Data from the CCCMHPIE showed that in 2025, the import and export volume of the industry reached nearly $12.9 billion, up 7.1 percent year-on-year.

The import volume rose 6.9 percent year-on-year to nearly $8.3 billion, while the export volume increased by 7.8 percent year-on-year to $4.6 billion. The trade deficit was around $3.68 billion, increasing for three consecutive years, said the CCCMHPIE.

Chen Xi, deputy general manager of Shanghai Ai Huitong Biotechnology Co, said, "Currently, in the healthcare industry, where there is a mix of good and bad products, it is necessary to strengthen publicity and help consumers identify products."

Li Baoheng, president of Baoheng Group, called for the introduction of more relevant laws and regulations to promote the healthy and sustainable development of the industry.

Zhang Xinyuan, a researcher at Co-Found Think Tank, said the future development opportunities of the healthcare supplement market mainly lie in the personalized and precise nutritional needs brought by "full-cycle health management", especially customized products for the elderly, children and sub-healthy populations.

In addition, the integration and innovation of traditional culture, such as medicine and food sharing the same origin, is important. Meanwhile, enterprises should pay attention to the scenario-based development of functional supplements — such as sleep aids, sports nutrition and emotional management — and new trends in the healing economy.

zhengyiran@chinadaily.com.cn