How can retailers win China’s next-gen wellness consumers?

The boundaries between beauty and health are blurring.

Retailers in China’s booming wellness market are being challenged to meet the expectations of younger consumers, who are reshaping how wellness products are defined, marketed, and sold.

Wellness is now a priority for 94% of Chinese consumers, according to McKinsey & Co.’s Future of Wellness report released in May. More than 60% regularly buy products that help with brain health and energy.

The report, which surveyed more than 9,000 consumers across China, Germany, the UK, and the US, identified functional nutrition, ingestible beauty, mental health, and longevity as high-growth areas.

The strongest demand is in functional food and drink. Younger Chinese consumers are increasingly treating protein-enriched snacks, stress-relief drinks, and gut-health products as daily essentials rather than niche supplements.

In response, retailers are allotting more shelf space for fortified foods and redesigning digital platforms to allow shoppers to browse by benefit—such as sleep, focus, or digestion—rather than by product type.

McKinsey also notes that the boundaries between beauty and wellness are blurring. Younger consumers are buying collagen supplements and anti-aging skincare not only for aesthetic reasons, but also for long-term health benefits.

Interest in cosmetic procedures is also on the rise, with Gen Z consumers starting treatments at a younger age. Retailers are adapting by bundling aesthetic products with wellness tech, such as LED therapy masks and at-home diagnostic kits.

Healthy ageing is becoming another major area of interest. Longevity is no longer just about living longer—it’s about living better, according to the report.

Almost 60% of Chinese respondents said they prioritise products and services that promote energy, cognitive performance, and independence in later life. As a result, demand is growing for supplements, wrinkle-prevention products, and bio-monitoring tools.

In-person wellness experiences are becoming more popular among younger consumers. Intravenous clinics, fitness studios, and retreats are drawing interest, with some brands adding personalised supplements or digital follow-ups after in-store consultations.

Mental health is another fast-growing segment, especially amongst Gen Zers. Rising levels of burnout and stress are driving interest in calming teas, sleep supplements, and mental wellness apps.

Despite growing interest, many consumers feel there aren’t enough good options for gut health, emotional balance, and brain support. These gaps offer new chances for brands to stand out in a crowded market.

McKinsey also cited diverging price preferences. While many younger shoppers are willing to pay more for personalised or science-backed products, there is also strong demand for low-cost wellness options, particularly on fast-discovery platforms like Douyin and Xiaohongshu.

To stay relevant, retailers should rethink how they organise product assortments, set price strategies, and present digital content. Increasingly, shoppers are discovering products through creators, short videos, and filterable benefits—not traditional category navigation.

Questions to ponder: