Furthermore, a study conducted by market consultancy iiMedia Research offers an optimistic outlook for the future of the Chinese health supplements market. It predicts that the market will continue to expand, reaching a projected scale of around 423.7 billion yuan by 2027.

To further boost the popularity of vitamins and dietary supplements, companies are pushing ahead a transformation in terms of presentation, said Wang Maochun, vice-president of the China Chamber of Commerce for Import and Export of Medicines and Health Products.

The traditional image of health supplements, characterized by capsules or tablets reminiscent of medicinal pills, is being replaced with more visually appealing and "snack-like" options. This shift aims to attract younger consumers and alleviate any hesitancy associated with taking medication, Wang said.

Manufacturers have begun exploring ways to allow consumers to view supplement consumption as a rewarding and enjoyable habit rather than a chore, and to that effect, they have introduced new product formats such as chewable tablets and gummies, said Bayer's Gu.

The shift toward more appealing formats aligns with evolving consumer preferences and a desire for products that fit seamlessly into people's daily lives, Gu added.

Meanwhile, the accessibility of information and the influence of social media, such as lifestyle-sharing platform Xiaohongshu, Weibo and short video giant Douyin, have played a significant role in shaping the perception of health maintenance among young people.

Online platforms provide a wealth of health-related content, ranging from fitness routines and dietary tips to personal anecdotes and product recommendations. As a result, many young individuals have become more conscious of their health and are actively seeking ways to improve their well-being, said Bo Wenxi, chief economist at wealth management firm IPG China.

A search in late December using the keywords "health supplements" and "vitamins" on Xiaohongshu yields a substantial number of related posts, with notes related to vitamins standing at around 4.84 million.

"From influencers' recommendations to personal testimonials, these posts have piqued my interest in using these health products," said Huang Wei, a lawyer who now resides in Guangzhou, Guangdong province.

These posts often showcase before-and-after photos, detailed accounts of personal health journeys, and recommendations for specific brands or products, the 27-year-old said, adding that the desire to achieve similar outcomes drove her to follow suit and try these products herself.

Meanwhile, consumers can easily find and purchase these products through e-commerce platforms with just a few clicks, making it convenient to experiment and discover what works best for them, Huang added.

While the desire to optimize health and well-being — driven in part by social media and peer influence — is commendable, experts emphasize the need for comprehensive education, responsible marketing practices and transparent labeling within the industry.

Each person's nutritional needs are unique, and blindly following trends or recommendations without considering personal health conditions or medical history can be counterproductive, said Gu of the Beijing Dietetic Association, adding that consulting healthcare professionals or registered dieticians can provide consumers with personalized advice based on specific requirements.

Moreover, the market is flooded with a wide array of products, making it challenging for consumers to determine quality and efficacy. Dedicated efforts are needed to enforce more rigorous regulations to protect public health and promote responsible manufacturing, labeling and marketing practices, Gu added.