Intl brands debut innovations at CIIE as China targets weight, chronic diseases

In response to China's ongoing three-year action plan on weight management and chronic disease management, and focusing on the Healthy China initiative, multinational consumer health brands are showcasing new products at the highly anticipated eighth China International Import Expo in Shanghai, hoping to accelerate their entry into the China market.

These global companies noted that China's recent focus on chronic diseases and health issues related to overweight and obesity has created a golden opportunity for the nutrition and health sector, and such an environment is ripe for the growth of consumer health goods that cater to more refined and personalized needs.

Weight management is a key focus for Herbalife, a United States-based health and wellness company, at this year's CIIE. The company introduced MultiBurn, a metabolic health supplement made from plant extracts, marking its Asian debut. The product provides a multi-dimensional weight management support solution while promoting metabolic health, according to the company.

Herbalife also introduced its personalized health management platform, Pro2col, to Asia for the first time. Launched in North America in July, this digital solution offers consumers personalized health management plans and supports scientific health management through continuous tracking and dynamic optimization.

"Our showcase at the expo reflects our deep understanding of the shift in consumer health needs toward personalized and proactive management and demonstrates the company's commitment to advancing health management through science and innovation," said Stella Tsai, managing director of Herbalife China.

Bayer's One A Day high EPA fish oil also made its global debut at the CIIE. The company claims that the health supplement can help support cardiovascular health and lower cardiovascular risks.

He Yong, general manager of Bayer Consumer Health China, said that while being deeply rooted in the segmented and refined insights into China market's needs, the company uses global resources as its supply pool.

"The proportion of products responding to foreign consumer needs and directly brought from abroad is decreasing, which is a significant change. A large proportion of our current product line, including fish oil and liquid calcium, is based on the needs of the China market," he said.

Bayer Consumer Health also hosted a forum focusing on AI empowering self-health management during the CIIE. Experts from industry, academia and research discussed how various sectors can leverage AI technology to jointly meet the health needs of the public. They also explored AI applications and future opportunities in self-health management, providing practical pathways for the industry.

Data from industry research firm ChinaIRN showed that the market size for functional foods in China is expected to reach 285.7 billion yuan ($40 billion) by 2025, with a compound annual growth rate of over 5 percent from 2020 to 2025. By 2030, the market is predicted to exceed 600 billion yuan.