Chinese dietary-supplement buyers value quality and listed ingredients most, finds USP

Increasingly health-conscious middle-class consumers across China and an ageing population are helping to fuel demand for dietary supplements, including vitamins and probiotics. But with food safety scares and counterfeiting common in the region, consumers in this vast potential market are understandably wary of buying products without provenance, Lim explains.

USP offers third-party verification services for dietary supplement finished products and ingredients via its voluntary USP Dietary Supplements Verification Program. USP’s John Attwater tells Lim that increasingly complex supply chains due to globalisation increase the need for stronger systems to assess and ensure quality in these dietary supplements.

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Source: Quality, ingredient list and assurance seal most important to Chinese consumers – USP I NutraIngredients Asia