In short — China is the world’s second-largest nutraceutical market (over US$17 billion annually according to WPIC), with 51 % of expenditure occurring online. The ‘Made in the EU’ label is becoming a key differentiator — clean sourcing, regulatory oversight, and a healthy lifestyle image — but it is not enough on its own: product localisation, scientific evidence and GACC compliance are essential for success.
China is the second largest nutraceutical market in the world, with annual sales exceeding 17 billion USD according to the WPIC agency. In this market, 51 % of consumer spending takes place online. The Made in EU It acts as a commercial signal for European dietary supplement suppliers.
For a European manufacturer, the question is no longer whether the EU origin has value in China — it does — but how to activate it. The Made in EU opens the door to: a reputation for quality, strict regulatory oversight, and association with a healthy lifestyle. It does not guarantee sales. Nutraceuticals sold on Tmall and JD.com, China’s two largest platforms, grew by 27.3 per cent last year according to WPIC, across categories such as omega-3, probiotics, vitamins and minerals, collagen — where European manufacturers traditionally excel. Provided, of course, you don’t turn up with your European playbook.
Why does the “Made in EU” label reassure the Chinese consumer?
Peter McMath, chief growth officer at WPIC, describes a cluster of positive associations linked to European manufacturing: «clean ingredient sourcing», strong regulatory control and integrity of manufacturing processes. And, on top of that, a cultural dimension.
«Chinese consumers also associate the European lifestyle with healthy living, which gives European supplement manufacturers a brand advantage in addition to the quality aspect,» points out McMath. In other words, the Made in EU Sell an image before an active ingredient.
Alexandre Blanc, global nutraceuticals director at ingredients distributor Barentz, supports this point with an observable socio-economic mechanism. «When people have more money, they want to source supplements that are either manufactured elsewhere or produced locally with foreign ingredients.» Chinese production is of very high quality, he adds—the gap is mostly down to perception.
Blanc compares the dynamic to luxury: you buy a fashion brand for its quality, but also for what it represents. Same principle for supplements. The Made in EU acts as a brand narrative, not as an isolated technical guarantee.
A two-speed market, not a shift to imports
Chloe Zhu, research consultant at Euromonitor, corrects too simple a reading. The Chinese supplements market is not sliding uniformly towards imported premium products – it is polarising.
The data described by Zhu clearly separates two winning segments. On the one hand, imported premium supplements with advanced ingredients and strong scientific backing are growing. On the other hand, heritage categories — E-Jiao (donkey-hide gelatin) and bird’s nest (a traditional wellness product made from edible swiftlet nests) — remain resilient, anchored in cultural heritage.
In between the two, the mid-range is shrinking. «Consumers are moving away from ambiguous, me-too products,» notes Zhu. Simply put: a product that relies on a well-established ingredient, without innovation or cultural roots, misses its mark.
- Imported premium advanced ingredients, clinical proof, transparent sourcing — growing segment.
- TCM Heritage Donkey-hide gelatin, bird’s nest — loyal, resilient consumer base.
- undifferentiated mid-range generic, uninspired ingredients – losing their relevance.
For a European supplier, the consequence is direct: the Made in EU must be accompanied by a strong scientific and commercial proposition. «You won’t sell them Ginkgo simply because it comes from Europe,» Blanc summarises. «But if you offer something they don’t have locally, you create interest.»
How to convert EU origin into sales on the Chinese supplements market?
McMath refers to the most frequent mistake: failing to localise. Brands arrive with their domestic market hero product, even though this category may be saturated or unpopular in China. Her recommendation consists of three steps: preliminary market research, a strategy designed for the Chinese consumer, and local marketing.
Livestreaming is not an option. «It is a pillar of branding and conversion in China, and brands that treat it as an accessory are falling behind,» says McMath. Blanc puts a figure on this lever: certain ingredient producers have created brands dedicated to China and generated extraordinary sales — 7 million euros worth of product in four or five hours via campaigns driven by influencers.
Matevž Ambrožič, marketing director of the Slovenian supplier PharmaLinea, broadens the perspective. China is no longer just an export destination: it is becoming a source of ideas. Chinese consumers adopt emerging health concepts early — the trends NMN and NAD+ show the speed at which a science-based category is becoming established.
His warning is clear: regulatory compliance alone does not guarantee commercial success. «Understanding the market is often the greatest challenge.»
The triptych to be activated before any shipment to China
Three building blocks condition the transformation of Made in EU in actual turnover. One: GACC (General Administration of Customs of China) registration requires documentation, preparation and ongoing commitment. Two: scientific proof — efficacy data, clinically validated ingredients, transparent sourcing — without which EU origin remains just a slogan. Three: a brand narrative tailored to local codes, including livestreaming.
Luca Bucchini, managing director at Hylobates Consulting, tempers the enthusiasm for cross-border e-commerce: «It is not as simple as it is sometimes presented; customs controls can be unpredictable and are not always applied uniformly.» Translation for your operations: unexpected customs delays, additional costs, a degraded customer experience. The market is growing strongly, but remains difficult to penetrate from a regulatory perspective.
What nutrition stakeholders have to balance
The mechanism is clear for ingredient suppliers: B2B markets follow wherever consumers lead, as Blanc puts it. Chinese demand, measured by online sales accounting for 51 per cent of expenditure according to WPIC, is driving downstream demand — and therefore orders for upstream ingredients.
In practical terms, a European R&D or marketing manager has to make a decision on three fronts. The category firstly: aiming for a differentiating space rather than the domestic hero product. The evidence then: document the effectiveness of occupying the premium segment rather than the collapsing mid-range. The canal finally: integrate the livestreaming and cross-border e-commerce from conception, not after launch.
Le Made in EU remains an asset — the reputation of European standards in terms of environmental matters, sustainability and quality control commands real respect, Bucchini notes. But it is an asset to be activated, never an automatic entry ticket. The question to be asked in committee: is our EU origin backed by scientific proof and a local channel, or does it rely solely on the flag?
References
- NutraIngredients. Building antioxidant defences before they falter. Editorial webinar.
- NutraIngredients. Omega-3 Diversification: Future-Proofing Your Supply. On-demand webinar.
- NutraIngredients. LinkedIn profile. LinkedIn.
- NutraIngredients. Facebook page. Facebook.
- NutraIngredients. X account. X.
- Google. Source preferences — NutraIngredients. Google.
- Please clear. Apply to re-use our content. Please clear.
FAQ
What is the size of the Chinese dietary supplement market?
According to the WPIC agency, China is the world’s second-largest nutraceutical market, with annual sales exceeding US$17 billion. The digital channel plays a central role there: 51 % of consumer spending takes place online, and sales on Tmall and JD.com grew by 27.3 % last year.
Is the Made in EU label enough to sell in China?
No. According to Peter McMath (WPIC) and Alexandre Blanc (Barentz), EU origin creates a perceptual advantage — quality, regulatory control, a healthy lifestyle — but must be accompanied by a differentiated product, scientific proof, and local marketing. «You won’t sell Ginkgo simply because it comes from Europe,» Blanc summarises.
Which supplement categories perform best in China?
According to WPIC, omega-3s, probiotics, vitamins and minerals, and collagen stand out — categories in which European manufacturers traditionally excel. According to Euromonitor, the market is polarising between imported premium products with strong scientific backing and heritage products (E-Jiao, bird’s nest), whilst undifferentiated mid-market products are declining.
Is cross-border e-commerce a reliable regulatory shortcut?
According to Luca Bucchini (Hylobates Consulting), cross-border e-commerce makes it possible to reach Chinese consumers without immediately meeting all domestic registration requirements, but remains complex: unpredictable, non-uniform customs checks, and possible additional delays and costs.
What regulatory procedures should be anticipated for exporting to China?
According to Matevž Ambrožič (PharmaLinea), GACC (General Administration of Customs of China) registration requires documentation, preparation and ongoing commitment. However, he stresses that compliance alone does not guarantee commercial success: understanding the local market is often the greater challenge.
Why is live streaming strategic in the Chinese supplements market?
According to Peter McMath (WPIC), livestreaming is a pillar of branding and conversion in China, not an option. Alexandre Blanc (Barentz) cites influencer campaigns that have generated 7 million euros in sales in four or five hours, proving the power of the channel.
Do you work on the Made in EU label?
→ Do you have a specific question? Our AI assistant can give you quick guidance: Talking to the assistant
→ Need structured support? Discover our service formats, from one-off projects to editorial partnerships: See the offers
→ Would you like to discuss it in person? 30 minutes to define your needs, with no obligation: Reserve a slot