AT A GLANCE

China’s growing health and wellness market—which is expected to reach nearly $70 billion by 2020—presents an enormous opportunity for forward-looking companies. But to gain a share of the market, manufacturers must understand the unique characteristics of Chinese consumers and how best to reach them.

Understanding Chinese Consumers

BCG surveyed 2,600 Chinese consumers from the middle and affluent classes, and the results led to a number of insights that can help guide companies as they develop strategies for capitalizing on this growing market. For instance, Chinese consumers are highly health conscious compared with consumers in other countries. Many report stress-related ailments and seek to self-medicate. And although many consumers buy Western over-the-counter products, traditional Chinese medicine is still deeply rooted in the culture.

Strategies for Winning

To gain a share of the Chinese health and wellness market, companies must choose their battlefields wisely, build their brands, educate and inform consumers, manage retail outlets aggressively, get ready for e-commerce, and understand the role that city size plays in consumer behavior.