A growing number of companies, particularly in the functional food sector, has entered China’s meal replacement sector as the country fights rising cases of obesity and diabetes.
The decision to diversify aligns with China’s National Health Commission’s 3-year weight management plan introduced last year. Many functional ingredient companies have prioritised on weight management as one of the key focuses for the China market.
One example is Qingdao-based company, Synutra which specialises in infant formula products. It ventured into meal replacement product for weight control under the brand of Xianfeng, tapping on its infant formula and milk protein expertise. Xianfeng was formulated with milk protein concentrates, 10 vitamins, 4 minerals, and maltodextrin. It was designed to be a complete meal replacement drink. In 2025, Synutra also launched a jasmine milk tea flavour meal replacement drink to tackle demand from female consumers – a key consumer market.
The meal replacement market has been growing rapidly in China, accounting for more than 15% of the global market estimated at US$24 billion in 2024. The US and European markets continue to dominate this segment with more than 55% share.
To ensure strong demand for weight management/replacement products, brand owners in China often work with nutritionists as well as social media livestreamers to market their products.
