Bayer banks on new market opportunities in China

Rapidly evolving consumer markets in cities such as Shanghai, the growth of e-commerce and policy support under the Healthy China 2030 initiative, are reinforcing Bayer's confidence in the country's consumer health market. The German company sees China as both a key growth engine and a source of innovation, and is committed to investing for the long term, a senior executive said.

Julio Triana, global president of Bayer Consumer Health and a member of the Board of Management of Bayer AG, said China's fast-changing market offers valuable lessons for the company.

China's consumer health market covers a range of products, including nonprescription medicines and dietary supplements. According to the China Nonprescription Medicines Association, the country's over-the-counter drug market was worth about 300 billion yuan ($45 billion) in 2025.

Online business-to-consumer sales have grown 10.1 percent from 2024, highlighting the growing role of e-commerce in the sector. Meanwhile, market research firm Mintel expects China's health supplements market to surpass 300 billion yuan over the next five years.

For Bayer, China's importance goes beyond its market size. The country is an increasingly important source of consumer insights, innovation and business models that can be applied in other markets, Triana said. The pace of change also means multinational companies need to stay close to local teams, consumers and partners.

Triana said he plans to return to China more frequently given how quickly consumer preferences and market channels evolve. He also hopes to visit more regions beyond Shanghai to better understand the diversity of China's markets.

His visit coincided with the inauguration of Bayer Consumer Health's supply center new site in Qidong, Jiangsu province, on Oct 16. Backed by an investment of 750 million yuan, the facility marks another step in the company's long-term commitment to China. It will strengthen local manufacturing and support Bayer's supply network in China and overseas markets.

The investment builds on the company's expanding innovation network. Bayer Consumer Health established its China Center of Innovation and Partnership in Shanghai in October 2024 and expanded the network to Jinan, Shandong province, in June.

For Triana, these investments reflect a two-way approach: bringing Bayer's scientific expertise and trusted brands to China while drawing on the country's consumer insights and innovation capabilities to develop even more solutions for China and beyond.

Chinese consumers are becoming more proactive in managing their health, with growing interest in prevention and everyday self-care. At the same time, e-commerce, social commerce and artificial intelligence are changing how people discover and evaluate health products.

Triana said digital channels create opportunities for companies to provide more relevant guidance and help consumers understand the science behind products. AI, he added, should be seen as an opportunity to improve consumer engagement and business efficiency.

China's Healthy China 2030 initiative also aligns with Bayer's mission to help people live healthier lives. Rising health awareness, an aging population and greater demand for preventive care provide a basis for continued growth in self-care, he said.

For the upcoming 2026 China International Import Expo, Bayer will bring nearly 30 debut products and innovations across its pharmaceutical, consumer health and crop science businesses. Its consumer health business will present seven new products or first-time showcases, highlighting how local insights and scientific innovation can translate into practical health solutions.

zhengyiran@chinadaily.com.cn