Discover the Chinese nutraceuticals market at Vitafoods Asia 2019

September 2019 - Press Release

At Vitafoods Asia 2019, the only event that offers end to end insights into the nutraceuticals supply chain, global manufacturers attend to showcase their key ingredients, randed finished products and services to buyers from China, and Chinese suppliers showcase their products and services to regional and international

China has the most rapidly growing market for nutraceuticals in the world. By 2021, China’s USD10 billion nutraceuticals industry is expected to exceed USD43 Billion and, by 2030, China will be the world’s largest market for nutraceutical products. FMCG Gurus found in their Q1 Clean Label Survey for 2019, that over 27% of Chinese consumers are willing to pay more for products that are made of real ingredients, are organic, free from synthetics, sugar-free, plant-based, or are environmentally friendly.

In China, some of the most popular nutraceutical products are health foods, beverages or supplements that address gut health, beauty-from-within, cognitive function and stress support, along with supplements that help regulate the immune system or blood lipids and help fight fatigue and regulate blood lipids. Currently some of the key areas for product development are in reformulated products with traditional Chinese cooling herbs or tonic herbs.

Key trends for nutraceuticals growth in China include the following.


The provenance of nutraceuticals products is important to the Chinese. There is a growing preference for supplements that are co-owned and manufactured in Australia. Australian supplements are perceived by Chinese consumers to be premium, clean, green, safe and secure. Chinese buyers can meet exhibitors from Australian and New Zealand at the Vitafoods Asia exhibition, including AWS Medical, GC Rieber Oils, Alpha Laboratories, Amrita Nutrition and GMP Pharmaceuticals.

Healthy Ageing

By 2050, some 400 million Chinese will be over the age of 65, up from 240 million in 2016. Currently, more than 50% of the nutraceuticals consumed in China are by seniors. According to the Mintel APAC Food and Drink Landscape 2019 report, research has found that three in five consumers in China aged 55 and older exercise regularly, while more than two in five agree that it is worth controlling what they eat in order to stay young.

Mintel found that there is an opportunity for companies and manufacturers to create dairy drinks that meet the nutritional needs of Asia’s rapidly ageing population who are looking to stay fit and healthy for longer. Unique in that they can be positioned as healthy ageing products, dairy drinks are already perceived to be functional and effective for maintaining bone health and preventing osteoporosis. In fact, Mintel found that almost half of Chinese consumers agree that milk is good for the elderly.

Functional foods and drinks areespecially important for seniors that don’t actively treat their health issues. Mintel found that in China, over half of consumers aged between 55-74 suffer from poor eyesight, as well as weak memory, yet are not doing anything about it.

Vitafoods Asia is a rich source of information about Healthy Ageing. Tap the Omega-3 Resource Centre or the Probiotics Resource Centre for deep insights. Sample functional foods and beverages at the Tasting Centre, and vote for your favourite in the Tasting Centre Awards.

Maternal & Child Health

China’s move to a two-child policy will see bourgeoning demand for nutrition during prenatal and maternal life stages.  The Vitafoods Asia 2019 Conference as well as sessions at the Vitafoods Asia Exhibition Life Stages Theatre explain what the latest trends in maternal health are, as well as give insights into regulatory matters to address. Visitors to the Vitafoods Asia exhibition can meet with a multitude of suppliers for the newest, on trend, functional ingredients and the current, best nutritional formulations to use during pregnancy and breastfeeding. Hear experts discuss the maternal and child health at Vitafoods Asia’s Life Stages Theatre.

Flowery Drinks

Mintel reports that flower ingredients are increasingly used as an element to popularise drinks in China. Mintel research shows that Chinese consumers have a positive perception of flowers as natural and light flavourings and a quarter say they want to drink more floral tea in the future. Beyond the tea category, Mintel research also reveals that a third of soft drinks consumers (32%), are interested in carbonated soft drinks with floral flavours. Mintel’s Global New Products Database (GNPD) has revealed thatnew floral-flavoured drinks are rising in popularity in China: 28% of drink launches in 2018 were floral-flavoured, up from just 15% in 2014.

Sakura is one of the most popular flavours, but the functional benefits of super flowers benefits—made popular by the practice of traditional Chinese medicine (TCM), such as Chrysanthemum, rose and honeysuckle are gaining in popularity.

Chinese Nutraceutical products

Currently 95% of nutraceuticals sold in China are manufactured locally. There are 42 exhibitors from China at the Vitafoods Asia Exhibition 2019 this year, spanning the Ingredients & Raw Materials, Contract Manufacturing & Private Labellers, Branded Finished Products, and Services & Equipment areas. Discover more about these exhibitors by exploring our Chinese Pavilion.

Manufacturers that want to enter

China can consult with companies like Antion, a regulation consulting company from China. At the trade show, scores of exhibitors from China offer direct access to
nutraceutical products developed in China at the Market Entry Hub.

At Vitafoods Asia 2019, suppliers of nutraceuticals from across the world come to Singapore to connect with buyers from the Asia Pacific. At the Vitafoods Asia exhibition, brands can source key functional ingredients, or to buy, package and brand finished nutraceutical products. Exhibitors include global suppliers of natural & herbal medicines, vitamins, minerals, nutricosmetics, omegas, and probiotics.

Register for Vitafoods Asia

The Vitafoods Asia Exhibition and Conference is where the nutraceutical industry comes together to find solutions, share knowledge and create business opportunities. Discover high quality products, ingredients and services, learn about the latest trends and network with 350+ global suppliers from 60+ countries across the global nutraceutical supply chain. Register to visit the Exhibition for free here. If you wish to attend the Asia Conference, please click here.