Expo Rx for success with foreign pharma biz

From cellular health supplements developed in New Zealand and nutritional products from Britain to weight management products and services offered by US pharmaceutical firms, foreign health and wellness companies are expanding their presence in China as consumers increasingly seek preventive, personalized and long-term health management solutions.

The shift was evident at the ongoing ninth China International Import Expo in Shanghai, where companies are showcasing products, partnerships and services designed to make health management part of everyday life.

The expo has attracted 4,142 overseas exhibitors, with its medical equipment and healthcare products exhibition area among three sections being expanded this time around. Sixteen of the world's top 20 pharmaceutical companies are participating.

China Chamber of Commerce for Import and Export of Medicines and Health Products said the country's imports and exports of nutritional and health products totaled $12.89 billion in 2025, up 7.1 percent year-on-year.

British consumer health company Haleon, participating in the expo for the ninth consecutive time, has presented more than 70 products and health solutions, including seven global or Asian debuts.

The exhibits include a prebiotic fiber brand making its Asian debut and nutritional supplements designed to support dietary needs during weight management.

Gu Haiying, senior vice-president of Haleon and general manager for the Chinese mainland and Hong Kong, said the company is placing greater emphasis on helping consumers recognize health risks and concerns earlier to make informed and proactive decisions.

"Sharing the opportunities of China's vast market means making proactive health part of more people's everyday lives through trusted science," Gu said.

The company also introduced digital self-assessment tools covering bone and muscle health, combining products with consumer education and preventive services.

Meanwhile, New Zealand-based MitoQ is exploring opportunities in the healthy aging sector as China's population ages.

At the expo, the company launched three new products from its cell essentials range in Asia and signed a strategic cooperation agreement with Yiling Medical Technology Group to explore services combining health assessments, personalized programs and ongoing follow-up.

MitoQ CEO Mahara Inglis described China as a strategic market for the firm's global business.

US pharmaceutical company Pfizer is focusing on long-term weight management through partnerships with hospitals, pharmacies and digital healthcare platforms.

Its weight management service initiative has expanded to 600 pharmacies across 40 Chinese mainland cities, providing body composition analysis, physical assessments and health consultations.

Wang Fei, general manager of Pfizer Innovation Center, said the company aims to extend support beyond clinical treatment by connecting medical resources with community-based services.

Pfizer has also partnered with Tencent Medipedia to introduce an interactive digital tool designed to improve public understanding of weight management and encourage healthier habits.

Lin Xianping, an associate professor at Hangzhou City University, said foreign firms' growing interest in China's health management sector reflects changing consumer demand and the opportunities offered by the country's vast domestic market.

"Chinese consumers are no longer simply purchasing nutritional supplements or monitoring devices. They increasingly want comprehensive solutions covering health assessments, interventions, follow-up services and digital tracking," Lin said.

He added that foreign healthcare companies are consequently shifting from supplying individual products toward offering integrated and comprehensive health management solutions.

Lin cautioned that overseas health management models cannot simply be replicated cookie-cutter style in China because of differences in dietary habits, chronic disease patterns, healthcare systems and consumer behavior, adding that foreign firms' strengths in scientific research and standardized systems could complement Chinese partners' understanding of local consumers and digital service networks.

zhengyiran@chinadaily.com.cn