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PharmaLinea highlights growing opportunities in China's nutraceutical market following HNC recognition

Healthplex Expo, Natural & Nutraceutical Products China (HNC) is one of China's leading trade shows for the health and nutrition industry, bringing together brands, manufacturers, suppliers, and distributors from across the sector. At the 2026 edition in Shanghai, PharmaLinea received the Leading Enterprise for Quality & Tech Breakthrough Award, one of the awards introduced at HNC for the first time this year.

While the recognition reflects PharmaLinea's continued focus on quality and innovation, it also aligns with a broader trend the company has been observing: the growing relevance of the Chinese nutraceutical market for international brands and manufacturers.

China continues to attract growing attention from international nutraceutical companies seeking to expand their geographic reach and connect with a large and increasingly health-conscious consumer base. According to Innova Market Insights, more than 25% of supplement users in China have increased their supplement intake over the past year, while 80% purchase supplements at least once a month. China is also leading Asia in new supplement product launches, with a compound annual growth rate (CAGR) of 4% over the last five years.

This growing consumer interest is mirrored by the increasing importance of industry events in the region. Alongside HNC Shanghai, exhibitions such as the China International Import Expo (CIIE) have become important platforms for companies seeking to engage with the Chinese market. Major international brands, including Bayer, Haleon, Reckitt, GNC, Johnson & Johnson, Sanofi, and others, have all used these events to showcase products and innovations to Chinese consumers and business partners.

PharmaLinea has observed a similar shift. What began as participation at HNC Shanghai has evolved into a broader market development effort, with the company now preparing to exhibit at both HNC and CIIE.

"China has become an increasingly relevant market to follow for nutraceutical companies," commented Matevž Ambrožič, Marketing Director at PharmaLinea. "We see growing consumer interest in nutrition and wellbeing, strong engagement at industry events, and increasing opportunities to connect with local partners.."

The growing relevance of China is further reinforced by recent changes in global trade dynamics. During industry events such as Vitafoods Europe and HNC Shanghai, PharmaLinea has observed increased interest in European manufacturing capabilities from companies exploring alternatives and diversifying their sourcing strategies amid evolving international trade conditions.

For European manufacturers, this creates a significant opportunity. In many international markets, including China, European manufacturing continues to be associated with strong quality standards, while the "Made in EU" label remains an important differentiator. European manufacturers can therefore offer both high-quality production and an alternative supply base for brands looking to expand or diversify their operations.

However, entering the Chinese market is not without challenges. Regulatory requirements remain one of the most significant barriers for foreign brands and manufacturers. Companies looking to supply products to China often need to navigate complex compliance procedures, including obtaining registrations and certifications such as GACC approval.

"The market that requires patience, local understanding, and sustained effort," added Ambrožič. "Success is built over time through relationships, regulatory compliance, and a willingness to invest in understanding the market."

Against this backdrop, receiving the Leading Enterprise for Quality & Tech Breakthrough Award at HNC Shanghai carries significance beyond the recognition itself. It reflects PharmaLinea's growing engagement with the Chinese market and reinforces the company's commitment to developing clinically supported private label food supplements for partners around the globe.