iSuite Insight Spotlight Issue #20: Unlocking China's Booming Health Supplement Market — Trends and Strategies for 2025

Audience Demographic

The health supplement market in China is predominantly driven by female consumers, with women accounting for 88% of the market compared to just 12% male. This gender skew reflects long-standing cultural roles, where women have traditionally acted as health guardians for their families—purchasing supplements for spouses, children, and elderly parents. However, a new trend is emerging: women are evolving from caretakers to proactive health advocates for themselves. Modern Chinese women are seeking ways to optimize their lifestyles, valuing holistic health. Supplements are increasingly viewed as an integral part of daily self-care, not just for addressing ailments, but for enhancing beauty, vitality, and resilience.

Source: iFans data as of April 2025

Trending Topics for Health Supplement on Xiaohongshu by Engagement

Trending keywords on Xiaohongshu reveal high engagement around health supplement topics that emphasize internal wellness and daily health challenges faced by younger Chinese consumers, especially working women:

• • Engagement among Younger generations: Hashtags like “#熬夜” and “#上班族” reflects the interests of consumers with busy lifestyles actively searching for supplements to manage fatigue, skin concerns, and energy levels.

• • Priority on Internal health: Tags like “#內調” and “#內服好物” emphasize a strong consumer belief in improving health from within, often inspired by TCM philosophies.

These trends indicate that supplements are increasingly perceived as essential components of daily self-care rather than occasional remedies—particularly among young, health-conscious women.

Source: iFans data as of April 2025

Top Engaged Ingredients in Traditional Chinese Medicine (TCM)

Chinese consumers’ deep-rooted trust in TCM has helped popularize herbal supplements that promise holistic benefits, such as strengthening immunity, combating aging, and improving energy levels. The following ingredients have emerged as the most engaged on Xiaohongshu:

1. 1. 茯苓 (Poria): 913K – Known for its calming, anti-inflammatory, and digestive health properties.
   2. 黄芪 (Astragalus membranaceus): 748K – Believed to boost immunity and alleviate fatigue.
   3. 枸杞 (Goji berries): 687K – Popular for promoting vision health, liver protection, and anti-aging.
   4. 人参 (Ginseng): 514K – A staple for vitality, immune support, and mental clarity.
   5. 棗 (Jujube): 487K – Associated with improved sleep, digestion, and blood circulation.

The rising popularity of TCM among younger generations signals a cultural revival, where traditional health practices are integrated into modern lifestyles. These herbs resonate with Chinese consumers due to generational familiarity, perceived safety, and a strong belief in preventive care.

Source: iFans data as of April 2025

Top Engaged Ingredients in Western Health Products

Western-style health supplements also attract significant attention on Xiaohongshu, particularly those marketed with scientific backing, clinical studies, and international brand prestige. The most engaged Western ingredients in April include:

1. 1. 维生素/矿物质/钙铁锌硒 (Vitamins and Minerals): 5.8M – Essential for overall well-being, immune support, and bone health.
   2. 蛋白粉/氨基酸/胶原蛋白 (Protein Powder, Amino Acids, Collagen): 1.4M – Popular for their benefit in fitness, skin care, and muscle recovery.
   3. 保健食品 (Health Food Supplements): 44K – A broad category includes supplement food and drink such as probiotic and vegetable juice.
   4. 功能糖果 (Adult Gummy Vitamins): 18K – Appealing to younger consumers seeking
   5. 运动营养食品 (Sports Nutrition): 2.5K – Indicative of a growing fitness culture, especially in urban areas.

Western products appeal to Chinese consumers because of their precise formulation, scientific branding, and global credibility. Additionally, the convenience of capsules, powders, and gummies aligns well with the fast-paced lifestyles of young urbanites.

Source: iFans data as of April 2025

Observations from the Top 3 Brands by Business Notes’ Engagement

Consumer behavior on Xiaohongshu shows that Chinese audiences are drawn to content that not only promotes products but also educates and inspires. Insights from the top-performing posts of health supplement brands reveal two major strategies that resonate strongly with consumers.

• • Focus on “A Better Self”: Leading brands emphasize the concept of becoming a better version of oneself through consistent supplement use: For instance, PROYA highlights how daily supplementation can lead to noticeable improvements in skin and body condition, while also empowering women by linking wellness with self-worth and personal growth.

• • Sharing Personal Experiences: Brands like Swisseand Julytiger adopt an educational approach, sharing practical tips on maintaining healthy skin through regular supplement use. They often break down the benefits of specific ingredients, enhancing consumer understanding and trust. This combination of aspirational messaging and informative content is key for building credibility and emotional resonance in a competitive and personal category.

Source: iFans data as of April 2025