Younger Consumer Base Transforming Demand in China’s Wellness Sector

A further boost has come from the government’s Healthy China 2030 initiative, which has seen awareness of wellness‑related issues rise substantially across the Mainland. At the same time, the evolving needs of the country’s increasingly elderly population are also underpinning the growth of the health and wellness sector. Confirming this, the 2025 China Health and Wellness Industry Consumption Trends Report estimated the value of the related market to be some RMB9.5 trillion, a figure expected to rise to RMB15 trillion by 2030.

Amid this growth, there has also been something of a change in emphasis, with consumers moving away from reactive, illness‑driven healthcare in favour of proactive prevention measures. The concept of “wellness before ageing” has also gained traction, a development that has seen many industry players look to refine their service models to factor in the needs of diverse age groups and evolving lifestyles.

Very much at the core of the wellness market, however, are the Mainland’s many middle‑aged and elderly citizens. With the over‑60’s now representing a substantial proportion of the country’s population, significant opportunities have emerged in the so‑called ‘silver economy’, including the provision of daily needs, catering to sundry lifestyle requirements, meeting the demand for Traditional Chinese Medicine (TCM) remedies, facilitating health tourism and delivering integrated medical‑wellness services.

Beyond the elderly, younger consumers (especially those in the Gen Z cohort) are also playing a key role in driving growth. Most notably, individuals in the 18‑35 age bracket have adopted a forward‑looking approach to health, prioritising early prevention and sustained well‑being. This has seen them embrace such concepts as “punk wellness” (which seeks to use health supplements to offset otherwise indulgent lifestyles) and “lazy wellness” (a focus on low‑effort health optimisation).

Influenced heavily by online content, including such e‑commerce platforms as Xiaohongshu and Douyin, these younger consumers tend to be highly trend‑sensitive and have a very personalised purchasing approach. For many of them, wellness is not only about health, but also self‑expression, social identity and emotional fulfilment.

Keen to super‑serve this younger segment, Tong Ren Tang – a renowned pharmaceutical company established in Beijing some 300 years ago – launched Zhima Health as a contemporary retail brand in 2018. At present, it offers a comprehensive range of products, including herbal cocktails, herbal mint candies, ginger‑goji and hawthorn‑based beverages, many of which are said to have been well received by “punk wellness” enthusiasts.

Demand for convenient yet functional health solutions, meanwhile, is apparently being driven by time‑pressed urban professionals. This has led suppliers of TCM wellness products look to get beyond the sector’s traditional slow‑acting “food as medicine” approach and focus more on convenience and immediate efficacy. As a sign of their success, such ready‑to‑drink items as adzuki bean and coix seed concoctions, multi‑ingredient tonic blends and turmeric‑infused drinks have become staples in many workplaces, while being particularly popular with Gen Z staff.

Taken together, these innovations have led to a surge in demand for wellness products. Indeed, according to Tmall Health, its annual sales of herbal pastes (based on or enhanced by compound formulations) grew by more than 80% in 2025. Over the same period, medicinal dietary powders surged by more than 150%, and demand for tonic wellness drinks was up by 170%.

In addition to physical health, a growing emphasis on mental well‑being has also become evident across the Chinese Mainland. In line with this, a recent survey showed that more than 80% of Mainland consumers are now familiar with a range of relaxation techniques, including meditation and aromatherapy, while more than 60% factor in ‘emotional benefit’ when purchasing health products.

Sleep has emerged as another key concern. Troubled by insomnia, many adults are turning to accessible solutions – including smart sleep devices, aromatherapy, music, meditation apps and even foot‑soaking treatments – to create a more conducive sleep environment.

The women’s market – particularly the maternity care sub‑sector – has also enjoyed substantial growth over recent years. According to the 2025 China Nutritional Supplement Consumption Insights Report, it’s a segment trending younger with products geared to enhancing qi and blood health particularly popular. Beyond such conventional nutrients as iron and folic acid, a range of antioxidants (including vitamin B complexes, astaxanthin and lycopene) have also been incorporated into relevant products in order to boost vitality, reduce fatigue and improve complexions.

Among the elderly, demand has remained particularly robust for TCM‑based home chronic disease management solutions. In line with this, the 2025 China Health and Wellness Industry Consumption Trends Report showed that more than half of all Mainland‑based purchasers of wellness products had a preference for TCM‑related elements and were willing to pay a premium of up to 20% for items that incorporated them.

In response, many retail pharmacies and TCM brands have been quick to expand into community‑based and home‑centred wellness services. This has seen such renowned players as Deshengtang, Yifeng and Tong Ren Tang opening new outlets with a particular focus on personalised care. With their services ranging from smart health monitoring and medication guidance to dietary therapy and in‑home physiotherapy, they aim to provide the elderly with both chronic condition management and everyday wellness maintenance.

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