“Chinese consumers also associate the European lifestyle with healthy living, which gives European supplement makers a branding advantage on top of the quality aspects.” Chinese consumers have traditionally favored supplements from North America and Australasia, but European brands are quickly gaining ground. But now, with the proliferation of social media, European brands are quickly gaining ground. For European brands, this means that a European origin story must sit alongside a strong scientific and commercial proposition. Barentz’s Blanc agreed, noting that China has a long history of traditional medicine, meaning European brands need to offer something genuinely differentiated.