Core Insights - The Chinese health supplement industry is experiencing robust growth driven by economic improvement, increased health awareness, and an aging population, with the market expected to reach 260.2 billion yuan by 2024, ranking second globally and growing at a rate of 6% thereafter [1][5][21]. Market Demand - The primary consumer groups for health supplements are the elderly and those in sub-health conditions, with over 230 million elderly individuals and more than 568 million sub-healthy individuals in China [1][22]. - The domestic health supplement industry has a gross profit margin of approximately 30-40%, with leading brands like Tongrentang achieving margins of 60-70% [1][5]. Competitive Landscape - There are over 8.2 million companies in the health supplement sector, with 1.837 million new companies registered in 2024, and over 32,882 products registered or filed, of which 99.05% are domestic [1][10]. - The market is characterized by low concentration, with leading brands such as Tongrentang, Amway, and others dominating the top positions, while e-commerce has become the primary sales channel, accounting for 42% market share on platforms like Taobao/Tmall [1][10][11]. Consumer Behavior - Middle-aged individuals are the main consumers, with a noticeable trend of younger and more diverse online users. Consumers are becoming more rational, focusing on product functions and ingredients, with a preference for innovative forms and mid-to-high-end products priced between 500-1000 yuan [2][5][10]. - The purchasing motivation is often driven by recommendations from others, and there is a growing preference for products that taste good [2][5]. Policy Environment - The government is continuously regulating the market, with multiple policies expected to be introduced by 2025 to optimize approvals and standardize labeling, providing guidance for industry development [2][5][18].