China Consumer Update: Health and Wellness Spending Grows 28% Year-over-Year — Key Takeaways
In 2024, China’s health and wellness spending surged 28% year-over-year, reaching ¥1.92 trillion (US$265 billion), according to the National Bureau of Statistics. This growth outpaces GDP expansion and signals a structural shift in consumer priorities post-pandemic. For foreign executives planning market entry, this trend offers high-potential entry points—but only with nuanced understanding of local consumer behavior and regulatory context. This article unpacks the numbers, drivers, and pitfalls to guide your China strategy.
The 大健康产业 (Big Health industry, dàjiànkāng chǎnyè) has become the fastest-growing consumer segment in China, expanding at more than double the rate of retail sales overall (estimated at 11.4% in 2024). A 2024 survey by McKinsey found that 70% of urban Chinese now spend more on wellness than they did in 2020, with monthly per capita expenditure trending toward ¥560. This surge is reshaping product categories, distribution channels, and brand strategies from vitamins to fitness wearables.
Key Drivers of the 28% Growth
The double-digit expansion is not a one-time spike but the result of three converging forces. First, government policy—especially the “Healthy China 2030” strategy—has explicitly prioritized preventive care and wellness, driving public awareness and state investment in health infrastructure. Second, the post-pandemic mindset shift has made urban Chinese consumers more proactive about immunity, mental health, and aging gracefully. Third, digital platforms like 小红书 (Little Red Book, xiǎohóngshū) and 抖音 (Douyin, dōuyīn) have created new consumption habits, with wellness content generating over 12 billion views in Q1 2024 alone and directly triggering purchase decisions.
In parallel, Gen Z consumers (aged 18–29) have grown their wellness spending 40% faster than the 30–45 cohort over the past two years, while male spending on grooming and fitness rose 35% year-over-year—breaking traditional gender norms. Together, these shifts mean the 大健康产业 is no longer a niche category but a cross-demographic movement, with 55% of total spending now coming from consumers under age 45.
Subcategories: Where Spending is Concentrated
To understand where foreign brands can best position themselves, it is important to break down spending by subcategory. The table below, based on 2024 industry estimates from Euromonitor and KPMG, highlights growth hotspots and their share of the total wellness market.
| Subcategory | Share of Total Spending | Growth Rate (YoY) | Key Consumer Trend |
|---|---|---|---|
| 保健食品 (Health food, bǎojiàn shípǐn) | 35% | 32% | Functional ingredients for immunity and brain health |
| 运动健身 (Fitness & sports, yùndòng jiànshēn) | 22% | 27% | Home-gym equipment and connected wearables |
| 心理健康 (Mental health, xīnlǐ jiànkāng) | 15% | 45% | Therapy apps, sleep aids, mindfulness subscriptions |
| 健康管理 (Health management services, jiànkāng guǎnlǐ) | 18% | 30% | Personalized nutrition plans and biomarker testing |
| 美容营养 (Beauty nutrition, měiróng yíngyǎng) | 10% | 25% | Collagen drinks and ingestible skincare |
Notably, 心理健康 (mental health) grew fastest at 45%, a segment that barely existed in consumer consciousness three years ago. Online sales of health products now account for 62% of total wellness revenue, driven by livestream commerce and social e-commerce on 抖音 and 微信 (WeChat, wēixìn).
Consumer Demographics: Who is Spending?
The typical health and wellness spender in China is now younger and more digitally native than in 2021. Consumers aged 30–45 still lead at 45% of total spending, but the 18–29 bracket has grown 40% faster, driven by workplace stress and social media influence. Meanwhile, 60% of surveyed Gen Z consumers say they trust foreign brands in supplements, provided the brands adapt to local preferences—a finding that reinforces the need for product localization rather than simple importation.
Geographically, spending is concentrated in first-tier cities (Beijing, Shanghai, Guangzhou, Shenzhen) and affluent second-tier cities, but growth is spreading. For example, wellness spending in Chengdu and Hangzhou rose 35% year-over-year in 2024, outpacing the national average. Female consumers still account for 65% of spending, but male participation in fitness, nutritional supplements, and personal care is growing rapidly, expanding the total addressable market.
Implications for Global Brands
The 28% growth creates clear opportunity—but it also tightens competition. Local players like BYHEALTH and Swisse (now Chinese-owned) dominate shelf space online and offline, while foreign laggards risk being overshadowed if they fail to invest in local marketing, WeChat mini-programs, and 抖音 influencers. Additionally, the 保健食品 (health food, bǎojiàn shípǐn) category requires registration with the State Administration for Market Regulation (SAMR), a process that can take 18–24 months. Brands that treat China as a single market and skip local adaptation often fail to achieve the same growth rates as domestic competitors.
Foreign executives should prioritize science-backed claims, transparent sourcing, and culturally relevant packaging. The rise of 中医药 (Traditional Chinese Medicine, zhōngyīyào) fusion products—such as ginseng-infused protein bars—shows that blending global innovation with local heritage can unlock premium pricing and brand loyalty.
NEXT STEPS
- Download our full analysis of the China health and wellness market for 2025. Get the report here — includes subcategory forecasts, competitive landscape, and regulatory timeline.
- Understand the regulatory pathway for 保健食品 registration. Read our step-by-step guide — covers SAMR requirements, documentation, and typical approval timelines.
- Set up your China presence the right way. Use our market entry checklist — covers entity structure, trademark protection, and channel strategy for wellness brands.
— China Gateway 360 —
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