The supplement market used to be dominated by basic categories such as vitamin C, calcium and multivitamins. Today, demand is becoming more segmented, with consumers paying attention to sleep, gut health, immunity, children’s growth, women’s wellness, and bone or joint support for older adults.

According to Grand View Research, the global dietary supplements market was estimated at approximately USD 187 billion in 2024 and is projected to reach about USD 319 billion by 2030. This indicates that nutritional wellness is becoming part of everyday household health spending.

Three forces are driving this shift: stronger consumer health awareness, faster product education through e-commerce and social media, and long-term nutrition needs linked to aging populations and modern lifestyles.

For import and trade companies in China, product selection should not focus only on low price. Strong candidates need a clear functional scenario, repeat-purchase logic, compliant ingredient communication and stable supply capability.

RONCO focuses on identifying transparent, reliable and family-oriented nutrition products from Europe and other mature markets, then supporting their entry into China through cross-border supply chain capabilities.

China’s wellness market has moved beyond the stage where “foreign brand” alone is enough. Consumers now compare ingredients, dosage, target users, reviews, platform credibility and price structure. Imported brands still have opportunities, but these opportunities are concentrated in products with real differentiation and long-term trust.

Cross-border e-commerce remains an important route for overseas nutrition products entering China. Under China’s regulatory framework, cross-border retail imports generally need to fall within the relevant product list, be for personal use, and support the matching of transaction, payment and logistics data through connected platforms.

This means market entry is not simply about shipping products to China. It requires platform compliance, product-list review, Chinese-language communication, consumer identity rules, logistics fulfillment, after-sales handling and tax considerations.

For small and medium-sized European brands, a practical approach is to start with controlled testing through cross-border e-commerce and private distribution channels, then evaluate conversion, repeat purchase and consumer feedback before expanding cooperation.

RONCO aims to act not only as a logistics service provider, but also as a bridge connecting overseas brands, Chinese platforms, consumers and compliant supply chain execution.

When overseas brands enter China, they often focus on labels such as “made in Europe,” “natural” or “premium.” In the nutrition industry, however, sustainable competitiveness depends on whether consumers can understand, trust and repeatedly purchase the product.

The European Union has a clear regulatory framework for food supplements and nutrition or health claims. The European Commission describes food supplements as concentrated sources of nutrients or other substances with nutritional or physiological effects, often supplied in dose form such as tablets, capsules or liquids.

For health claims, the EU emphasizes scientific evidence and consumer understanding. Brands need to explain the logic of ingredients, dosage, function, target users and usage boundaries, instead of relying on exaggerated promises.

This is also important for the Chinese market. Consumers are increasingly cautious about miraculous or fast-result claims. European brands with transparent formulas, proper labels, reliable testing documents and stable batch control are better positioned to build long-term trust.

When evaluating overseas nutrition brands, RONCO prioritizes brand history, production qualification, ingredient transparency, compliant communication, supply stability and China-channel suitability over short-term price gaps.