On Monday, 10 February 2025, the Holland & Barrett headquarters in London played host to an event that delved into the rapidly evolving landscape of China’s health and wellness industry. CBBC’s first China Chat of 2025 brought together industry leaders, strategists and innovators to discuss the ongoing seismic shifts in Chinese consumer behaviour and the opportunities these changes present for global brands.
The event was a timely exploration of how China’s health and wellness market, already the second-largest in the world after the US, is set to nearly double in value by 2030, reaching $1.6 trillion. Chinese consumers are increasingly shifting their focus to holistic wellbeing, redefining what it means to live a healthy life. This shift is not just about physical health, but encompasses mental resilience, work-life balance, and a growing appetite for traditional Chinese medicine (TCM) fused with modern products and techniques.
The rise of holistic wellbeing in China
Antoaneta Becker, Director of Consumer Economy at the China-Britain Business Council (CBBC), set the stage with a compelling overview of the market. “China’s health and wellness industry is driven by young consumers, particularly Gen Z and millennials, who are the most curious and impulsive buyers in the market,” she explained. “Post-1995 generations are especially concerned about boosting immunity, a legacy of the Covid-19 pandemic, while the silver population – 300 million strong – are adopting a more rational, preventative approach to health.”
Becker highlighted key trends shaping consumer behaviour, from “lazy health” strategies that require minimal effort, to the resurgence of TCM, which has become “cool” among younger generations. “People want drinks that taste good but also offer health benefits,” she noted. “Baking, which isn’t traditionally Chinese, is now incorporating TCM ingredients. Even slow exercises like Tai Chi and Qigong are making a comeback.”
Nick Parker, International Development Director at Holland & Barrett, echoed this sentiment, emphasising the importance of understanding China’s diverse and dynamic market. “We’re three and a half years into our business in China, and consumer demands have evolved significantly,” he said. “Today’s consumers are more discerning and digitally savvy. Everything is visible online, from positive reviews to negative feedback, so transparency and engagement are crucial.”
A new approach to product development
Emily Fischer, International Product Development Lead at Holland & Barrett, shared insights into how the brand is tailoring its offerings to meet the unique needs of Chinese consumers. “We take inspiration from TCM and back it with scientific research,” she explained. “Our approach is cross-category, looking at customer needs holistically. Instead of just vitamins and supplements, we’re exploring how to support immunity through food, beverages, and even beauty products.”
Fischer highlighted the growing trend of “beauty from within,” where consumers seek products that enhance their appearance through internal health. “Gut health, beauty supplements and topical solutions are all part of this trend,” she said. “It’s about creating a holistic experience that resonates with the consumer’s lifestyle.”
Becker added that the line between beauty and skincare is increasingly blurred in China. “Everything you eat has to contribute to your beauty within,” she said. “Female consumers in particular are driving this market, seeking products that offer both health and aesthetic benefits.”
Navigating China’s complex sales channels
One of the most striking aspects of China’s health and wellness market is its reliance on digital platforms. E-commerce accounts for 51% of sales, a figure that is expected to grow. Supermarkets, once a dominant channel, are declining in importance, while direct sales are also on the wane due to a lack of consumer trust.
Desiree Wong, Senior E-commerce Consultant at Pattern, emphasised the importance of localising brand stories for the Chinese market. “Content is key,” she said. “You might have a great global brand and strong health claims, but does it suit the China market? Localisation goes beyond language and video – it’s about adapting the entire brand story to resonate with Chinese consumers.”
Wong also highlighted the rising costs of marketing in China. “Organic traffic is limited, so brands need to invest in performance marketing, influencers, and key opinion leaders (KOLs) to drive sales,” she explained. “Livestreaming, in particular, has become a powerful tool for engaging consumers and building trust.”
Jonny Kennedy, Founder of British health supplement brand Neubria, shared his experience of entering the Chinese market through a KOL partnership. “We launched in China via a livestream with a popular KOL and generated 3 million RMB from just three sessions,” he said. “It was a great way to test the market and see how our products were received.”
Lessons from China: A global perspective
While the event focused on China, the insights shared have broader implications for global markets. Parker noted that Holland & Barrett is learning valuable lessons from China that can be applied elsewhere. “The digital trends and innovations we’re seeing in China are influencing our strategies in Southeast Asia and the Middle East,” he said. “It’s not just about selling to China; it’s about leveraging these insights to drive growth globally.”
Wong agreed, predicting that Chinese shopping habits will soon influence Western markets. “Shopertainment – combining shopping with entertainment – is already making its way to the UK through platforms like TikTok and Temu,” she said. “AI-powered recommendations and hyper-personalisation will become the norm, offering consumers products tailored specifically to their interests.”
Fischer added that Chinese consumers’ proactive approach to health could also shape global trends. “In the UK, consumers tend to be reactive, seeking solutions to specific health issues,” she said. “But in China, there’s a growing emphasis on prevention and long-term wellbeing. This shift towards proactive health management is something we’ll likely see more of in the West.”
As China’s health and wellness market continues to grow, brands face both challenges and opportunities. Parker pointed out that the Chinese government’s focus on stimulating the domestic economy has led to a rise in patriotic consumption. “Consumers are spending more wisely, prioritising quality over prestige,” he said. “This poses interesting questions for international brands looking to adapt to the Chinese market.”
Parker acknowledged the challenges but remained optimistic. “China is a hugely important and exciting market for us,” he said. “We’re early in our journey, but we’re already seeing the benefits of investing in local teams, diversifying our channels, and creating products tailored to Chinese consumers.”
The event underscored the transformative changes taking place in China’s health and wellness industry. From the rise of holistic wellbeing to the growing influence of digital platforms, the market is evolving at a rapid pace, presenting both challenges and opportunities for global brands.
As Chinese consumers continue to prioritise health, fitness, and mental resilience, the demand for innovative, high-quality products will only grow. For brands like Holland & Barrett, understanding these trends and adapting to the unique needs of the Chinese market will be key to success.
As Becker aptly summarised, “China’s health and wellness market is not just lucrative – it’s a window into the future of global consumer behaviour. Brands that can navigate this dynamic landscape will be well-positioned to thrive in the years to come.”
As the event concluded, one thing was clear: the future of health and wellness is being shaped by the choices and aspirations of Chinese consumers, and the world is watching.
