China Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Form, By Type, By Application, By End Use, By Distribution Channel, And Segment Forecasts

China Dietary Supplements Market Summary

The China dietary supplements market size was estimated at USD 25.92 billion in 2024 and is projected to reach USD 46.59 billion by 2030, growing at a CAGR of 10.4% from 2025 to 2030. The market is attributed to a rising geriatric population and an increasingly health-conscious younger generation.

Older consumers seek supplements for immunity, bone health, and chronic disease prevention. Moreover, younger demographics embrace wellness trends, using vitamins, protein powders, and herbal supplements to support active lifestyles and stress management. Increased health awareness, fueled by social media and education, is encouraging long-term supplement use across age groups. This dual demand from seniors and youth shapes a robust and diverse consumer base, boosting market expansion nationwide. Rapid growth of digital platforms and favorable regulatory changes are expected to propel China’s dietary supplements market. E-commerce giants like Alibaba and JD.com offer broad product access, personalized shopping, and health-focused marketing.

Urban and rural consumers increasingly turn to online channels for convenience and variety. Together, digitalization and policy support are accelerating growth across consumer segments. For instance, in January 2023, NSF International introduced the NSF 229 China GMP Registration for Nutritional Supplements in the nation. It is a program to meet the demands of the nutritional supplements manufacturing sector and assist the manufacturers in the industry in adapting to the requirements of the Chinese market. It consists of auditing the facilities of the nutritional supplement manufacturers selling products in the country.

Consumer Insights

Health-conscious consumers in China are increasingly turning to dietary supplements to support immunity, energy, and overall wellness. An aging population, along with growing awareness of preventive health, is driving demand for vitamins, probiotics, and supplements with traditional Chinese medicinal ingredients. Younger consumers, influenced by social media and KOLs, strongly prefer personalized and convenient formats like gummies and powders. Online platforms, especially Tmall and JD.com, dominate sales channels due to their convenience and access to global brands. Trust in product safety, quality, and efficacy remains a key factor in consumer purchasing decisions.

Consumer Demographics

Rising stress levels, urban lifestyles, and poor dietary habits are prompting many Chinese consumers to seek supplements that support sleep, digestion, and mental well-being. There is growing interest in clean-label, plant-based, and allergen-free products, especially among younger and more educated urban populations.

Ingredient Insights

The vitamin segment dominated the market with the largest share of 29.5% in 2024, attributed to increasing health awareness and a focus on preventive care. Consumers are seeking supplements to bolster immunity, enhance energy levels, and address nutritional deficiencies. Products like vitamin C, D, and multivitamins are in high demand, reflecting a shift towards maintaining overall health and wellness. This trend is supported by both domestic and international brands, catering to a diverse consumer base across the country.

The proteins and amino acids segment is projected to be the fastest-growing segment with a CAGR of 14.6% from 2025 to 2030. With rising interest in fitness and muscle health, consumers increasingly turn to protein supplements to meet their nutritional needs. Products such as whey protein, plant-based proteins, and branched-chain amino acids (BCAAs) are gaining popularity among athletes and health-conscious individuals. The growing fitness culture and a shift towards personalized nutrition solutions fuel this surge.

Form Insights

The tablets segment held the largest revenue share in 2024 due to convenience, precise dosing, and long shelf life. Urban consumers favor tablets for easy daily intake without preparation. Popular among all age groups, tablets dominate vitamin and mineral supplement formats. Manufacturers continue to innovate by adding coatings for easier swallowing and slow-release features. The format’s compatibility with multivitamin and herb-based supplements further supports widespread adoption, making tablets the most accessible and trusted delivery form in China's competitive supplement market.

The powders segment is anticipated to grow at the fastest CAGR over the forecast period, which is attributed to the increasing demand for customizable and fast-absorbing products. Health-conscious millennials and fitness enthusiasts prefer powders for protein, collagen, and meal replacement uses. E-commerce and social media influencers play a key role in shaping consumer choices, helping powders stand out in the wellness category. Flavored variants and mixable formats enhance appeal and ease of use. The surge in gym culture, coupled with rising interest in beauty-from-within solutions, positions powders as a booming segment with broad market potential.

Type Insights

The OTC segment dominated the market in 2024, driven by increasing consumer preference for self-care and preventive health measures. OTC supplements, including vitamins, minerals, and herbal products, are widely accessible through pharmacies and online platforms. This accessibility, combined with growing health consciousness, has contributed to the segment's dominance in the market.

The prescribed segment is expected to grow at the fastest CAGR during the forecast period, propelled by an aging population and rising chronic health concerns. Physicians increasingly recommend supplements for bone health, cardiovascular support, and chronic disease management. Government support for integrating nutrition into clinical care adds legitimacy to prescribed options. Consumers trust professional guidance, especially for condition-specific supplements like omega-3s, calcium, and joint-health formulas. Hospitals and clinics now offer branded supplement lines, improving access. The medically supervised approach enhances consumer confidence and marks a shift toward targeted, evidence-based supplementation in China.

Application Insights

The immunity segment dominated the market in 2024 due to heightened health awareness and concerns over infectious diseases. Supplements like vitamin C, zinc, and echinacea are popular choices among consumers seeking to bolster their immune systems. The emphasis on immune health has led to a surge in product offerings and consumer interest in this category.

The prenatal health segment is anticipated to grow at the fastest CAGR from 2025 to 2030, fueled by policies encouraging childbirth and rising awareness of maternal nutrition. Pregnant women and those planning pregnancy are increasingly adopting folic acid, iron, calcium, and DHA supplements. Urban families prioritize prenatal care, and driving demand for high-quality, OB/GYN-recommended brands. Marketing campaigns highlighting fetal development further fuel adoption. With maternal wellness becoming a national focus, and prenatal products gaining shelf space in pharmacies and online platforms, this segment is set to expand steadily in the coming years.

End Use Insights

The adult segment dominated the market with the largest share in 2024, propelled by heightened health awareness, busy lifestyles, and preventive healthcare habits. This demographic actively uses supplements to support immunity, energy, digestion, and heart health. Multivitamins, omega-3s, and herbal products are especially popular among working professionals and middle-aged consumers. The segment benefits from targeted marketing, product diversification, and easy availability across retail and online platforms. With growing concern for long-term wellness, adult consumers continue to drive the majority of sales in China’s supplement landscape.

The infant segment is projected to be the fastest-growing segment over the forecast period, attributed to increasing awareness of early childhood nutrition and developmental needs. Parents seek safe, high-quality supplements supporting immunity, brain development, and bone health during early growth stages.

Distribution Channel Insights

Offline distribution channels led the market with the largest share in 2024 due to the trust and convenience offered by pharmacies, health stores, and supermarkets. Consumers often prefer in-person consultations and the assurance of buying from licensed retailers. Pharmacies remain a primary source for over-the-counter vitamins and condition-specific products. Elderly and rural consumers, who are less digitally active, continue to rely on offline purchases. Strong brand visibility and promotional in-store campaigns also drive foot traffic. The channel's wide presence and consumer familiarity ensure its continued dominance in the current market.

Online distribution channels are anticipated to witness lucrative growth over the forecast period, owing to increasing internet penetration, mobile commerce, and digital health trends. E-commerce platforms like JD.com and Tmall offer convenience, broad product selection, and frequent discounts. Influencers, live-streaming, and health-focused content play a major role in shaping consumer decisions. Younger, tech-savvy shoppers are particularly drawn to online-exclusive formulations and international brands. With AI-driven personalization, subscription models, and expanding logistics networks, online channels are expected to become a leading force in dietary supplement distribution across China.

Key China Dietary Supplements Company Insights

Some key companies operating in the market include BYHEALTH Co., Ltd, Infinitus (Hong Kong) Company Ltd., Amway Nutrilite, Herbalife Ltd., Nestlé Health Science.

Recent Developments

• In November 2023, emoji entered into a partnership with Trolli China, a leading gummy candy company under the Mederer Group, to introduce a new range of center-filled gummies.

China Dietary Supplements Market Report Scope

China Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the China dietary supplements market report based on ingredients, form, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquid

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores