Center

OTC market looks healthy

By Liu Jie (China Daily)
Updated: 2007-04-06 11:07

The phenomenal performance of the vitamin and dietary supplement market in China is one of the major reasons behind the global success of Nutrilite by Alticor (Amway China), according to Euromonitor's report.

As one of the world's most valuable OTC healthcare brands, Nutrilite generates one-third of its total sales in China.

The brand leads the Chinese market with its Nutrilite Protein Powder, accounting for over 8 percent of total vitamin and dietary supplement sales.

"Nutrilite has harnessed the trend for consumers taking responsibility for their own health by employing the tagline, 'no health, no future', and positioning their premium product as the best way to achieve this goal," said Crossley.

The Nutrilite brand is a key factor in Alticor's No 1 ranking in China's highly competitive OTC healthcare market.

Alticor is therefore well positioned to respond to the recent liberalization of direct selling in China, along with new direct sellers such as Joincare Pharmaceutical.

Euromonitor International predicted these companies would be able to raise the level of media exposure and consumer education on the benefits of self-medication, further improving growth in this burgeoning market.

The report also said that a lack of education in China would inhibit the market for products to help people quit smoking.

As the number of smokers in China continues to rise, a low level of product awareness, the withdrawal of the global brand Nicorette, and strong competition from herbal and traditional alternatives would create a difficult environment for OTC quit-smoking products to flourish, the report said.

(China Daily 04/06/2007 page15)