The fulfilment of basic food security needs has largely been met in China and is therefore no longer top priority, hence there is now a shift among Chinese consumers towards the consumption of healthier and more popular foods. Awareness of health and nutrition is now a state priority. As a result, it is expected that the health food market in China will continue to develop and grow.
As China’s upper and middle classes continue to grow,and awareness of healthy living continues to increase, spending on health foods in China is expected to reach nearly EUR 62.5 billion in 2020.This growth is mainly driven by financially independent urban residents that have developed a taste for “all-natural” products and who are willing to pay a premium for health foods.
There are four key reasons why market expansion is expected to continue in the future: China’s strong economy, the growth of the Chinese middle class, an ageing population, and changing attitudes toward health foods.
Aside from the expected growth in the Chinese market for health foods, it is also predicted that the health food market will become more difficult to enter for both Chinese and international companies. The new Food Safety Law sets higher standards in terms of health food classification.
This guideline helps SMEs to gain a better understanding of the opportunities and challenges in China’s Health Food Market.
1. An Overview of China’s Health Food Market
1.1. Classification of Health Foods
1.2. Key Players
1.3. Packaging, Potency, and Ingredients
1.4. Registration Requirements and Procedures
1.5. Cross-border E-commerce
2. Health Food Import Procedures
2.1. Preconditions for International Health Food Exporters
3. Future Trends in the Health Food Market in China
4. Case Studies
4.1. Case Study One: Holland & Barrett
4.2. Case Study Two: Easynutra
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