Healthy Food : 3 steps to hit Chinese market

China’s appetite for healthy and natural food is becoming an insatiable hunger. It seems in fact that the Chinese want more and more healthy food products. A market that is developing fast so much so that we are talking about peaks of 70 billion for 2024

if you’re a healthy food brand trying to break into the Chinese market, you’re sitting on a goldmine of opportunity right now. The demand for healthy food in China is off the charts—it’s not just a trend, it’s a lifestyle shift. With the growing middle class, health-conscious consumers, and the influence of social media, this market is READY for disruption. But listen, this isn’t just about throwing your product out there and hoping it sticks—you’ve got to be strategic, authentic, and make moves fast. Let me break it down in three steps to crush it in China’s healthy food space.

1. Know Your Audience and Localize Your Brand

First off, you need to understand the Chinese consumer. They want health, but not in the same way Western markets do. They’re looking for foods that are natural, clean, and traditional with a modern twist. Think about ingredients like goji berries, ginger, or green tea—these resonate because they’re tied to ancient health practices.

But don’t just import your brand as-is—localize it. If your product is plant-based, gluten-free, or organic, that’s awesome, but you need to frame it in a way that connects with local culture and values. For example, talk about how your product supports digestive health or boosts immunity, because these are the things Chinese consumers care about. Learn from brands that have won over the market by making small but powerful adjustments to flavor, packaging, and messaging to fit local tastes.

2. Crush It on Social Media with KOLs

Next up, social media is your golden ticket. Platforms like Douyin (TikTok) and Xiaohongshu (Little Red Book) are where Chinese consumers discover and connect with brands. But here’s the real secret sauce: KOLs (Key Opinion Leaders). These influencers have serious clout, and partnering with them gives you instant credibility. But don’t just go after the biggest name—focus on micro-influencers who have deep connections with niche health-conscious communities.

Whether it’s a short, snappy Douyin video of an influencer whipping up a smoothie with your product or a Xiaohongshu post breaking down the health benefits, the key is authentic content that tells a story. Recipes, health hacks, and personal endorsements from trusted influencers are how you build brand trust in China.

3. Leverage E-Commerce and Delivery Channels

Finally, you gotta be where the consumer is buying—and in China, that means e-commerce. Platforms like Tmall, JD.com, and even WeChat mini-programs are your go-to for distribution. You can also tap into food delivery apps like Meituan and Ele.me because urban consumers are all about convenience. They’re not just buying healthy foods—they’re having them delivered to their door in minutes.

Here’s the kicker: Offer special bundles, exclusive online discounts, and limited-edition items only available through these platforms. This not only creates demand but also builds loyalty and makes your brand stand out in a crowded marketplace.

Influenced by the United States, China is always looking for detox and natural products. A trend that is becoming more and more popular in metropolitan cities like Shanghai and Beijing, even if we can not speak of absolute novelty. In fact according to the BCG survey, as early as 2014, the Chinese continent was one of the most conscientious countries in terms of a healthy lifestyle.

But in a few years the percentage of consumers of “green juices” has increased dramatically. For example, 9 out of 10 Chinese people drink a plant-based drink, organic juices, and grain juices every single day. The research from Mintel reports that 30%  people more than the previous year, drink coconut water for its innumerable properties.

From this trend and from the younger Chinese, a market is emerging that is always on the rise. This market of living and healthy eating is for the new generations as the idea of healthy first was different. In fact, Tian Tian Maymin, founder of V Cleans, one of the first clean companies, says

“In China, it’s a recent trend that’s been influenced by American culture, but also one that’s deeply connected with the way many post-Cultural Revolution babies grew up. Having experienced famine, my grandmother used to feed me sugar and spam when I was a kid, as that was ‘healthy’ food for her. Many people my age experienced the same. Now, as perceptions of health have changed over the years, they’re beginning to reassess their food habits. And purposeful eating is what they are after.”

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The Chinese supporters of this type of lifestyle ask for quality, from the packaging, and to the ingredients, they want a product that is good in all the possible aspects.

Obviously, we are not talking only about juices, but also about restaurant chains that offer healthy food. Both categories have managed to conquer the Chinese market through quality and marketing innovation.

HEALTHY SHARING ON SOCIAL MEDIA

Totox with its all-natural hot drinks and Detox packages has won over its audience through social media. The use of platforms such as WeChat and Weibo has made the brand very popular with millennials, which spend an average of 3 hours a day on social media.

KOLs = HEALTHY

The Totox company has understood well how to aim for Chinese millennials. In fact, sales are doubled among young women after Angelababy, a famous Chinese celebrity has advertised a detox drink. This is because in China there is so much trust in the Kols. “they say it’s healthy, then I buy it”

FRESH AND FAST WITH AN ONLINE STORE

China is the largest e-commerce in the world, consumer faith in e-commerce stores is remarkably robust. They buy everything online. From this Factory Fresh made its fortune with its online store that gives the possibility to its customers to choose healthy food, from breakfast to dinner, from their device which will then be delivered directly to the home.

We are a Digital Marketing Agency based in Shanghai. We are dedicated to helping our clients grow in the Chinese market by implementing the most effective digital strategy to offer return on investment. If you are struggling to market your business in China, contact us.