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China: Many Barriers To Health Food Land Of Milk And Honey

October 20, 2015: 12:00 AM EST
Health food marketers may think of China as a sort of “promised land” of sales opportunities, if a Chinese food industry five-year plan is to be believed. By 2019, health food sales in the country are expected to reach $48 billion, for several reasons: a growing overall obesity rate (up 67 percent between 2002 and 2012), a doubling of the obesity rate for children and adolescents, severe vitamin and mineral deficiencies, and mounting high blood pressure and cancer rates. Though Chinese consumers want high-quality foreign health foods, it’s still a daunting procedure for multinationals to get their products to market. It can take two to three years, and up to $15,800, to get one health food product registered under China’s blue hat system. The new Food Safety Law, now in effective, adds other hurdles.
Hua Deng, "Chinese New Regulation for Health Food Products", Natural Products Insider, October 20, 2015, © Informa Exhibitions LLC.
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