DRY Consulting

Sectors

Consumer Health

We work with European and Swiss Consumer Health brands that want a clear path into China: the right registration route, trustworthy partners and channels, and a brand that stays recognisable and protected.

China

China consumer health market: opportunities and challenges

China represents one of the world's most dynamic consumer health markets, driven by rising health awareness, an aging population, increasing demand for preventive healthcare, and growing interest in high-quality nutritional supplements and wellness products.

01

Sophisticated, digital consumers

The market is highly complex, competitive, and rapidly evolving. Chinese consumers are increasingly sophisticated, digitally connected, and demanding when it comes to product efficacy, scientific evidence, brand credibility, and value for money. E-commerce and social commerce platforms, such as Tmall, JD.com, Douyin, and Xiaohongshu, play a central role in shaping purchasing decisions, requiring brands to continuously adapt their marketing and distribution strategies.

02

Regulation is the first barrier

For European brands, regulatory complexity is often the first barrier, with different requirements for product registration, ingredient compliance, health claims, and import procedures depending on the product category and market entry model.

03

Competition demands clear positioning

Intense competition from both established international players and increasingly innovative domestic brands makes differentiation and clear brand positioning essential.

04

Local partners and execution

Identifying reliable local partners, selecting the right distribution channels, and managing marketing investments are critical to sustainable growth. Unlike many European markets, success in China often requires substantial localization, rapid execution, and continuous adaptation to changing consumer trends and platform dynamics. What matters most is choosing between cross-border and general trade first based on your brand's situation and what you expect from the China market.

While European origin and quality standards remain strong advantages, they are no longer sufficient on their own. A successful market entry requires a well-defined strategy, a differentiated value proposition, strong local execution capabilities, and a long-term commitment to building brand awareness and consumer trust.

Focus

Where we focus inside Consumer Health

Dermo-cosmetics

Skincare and dermocosmetic brands that need careful claims, trusted partners and a clear China story without diluting European brand codes.

Food supplements / Nutraceuticals

Supplement and nutraceutical brands navigating registration routes, channel choices and education that stays credible with Chinese consumers.

OTC

Over-the-counter brands where regulation, pharmacy and platform channels, and long-term brand trust have to move together.

How we work

How DRY helps

Enter, Grow and Own are one continuous path. For Consumer Health we stay close to registration, partners and brand protection as the business develops. See also Services.

Enter

Clarify go / no-go, map registration and channel options, and shortlist partners that fit your category before capital is locked in.

Grow

Stay close to distributors and platforms so pricing, data and performance stay visible from Europe as volume builds.

Proof

Related work

Selected Consumer Health engagements: market activation, regulatory pathway and China trademark work.

Consumer HealthMarket activation

China market activation for a French sports nutrition brand

Client

Consumer health brand (dietary and sports nutrition) of a large, long-established French pharmaceutical group

Challenge

Enter China with the right distributor and a clear market activation path.

What we did

  • Market assessment and distributor selection
  • Facilitated signature of the distributor service contract
  • Accompanied the shortlisted Chinese distributor to Europe for a factory visit and brand meeting

Result

Activation completed within 6 months; contract signed; brand entered China via cross-border e-commerce.

Consumer HealthNMPA regulatory study

A 360° NMPA regulatory study for a Swiss efficacy skincare brand

Client

Swiss functional / efficacy skincare brand with its own proprietary patented formula

Challenge

One ingredient is sensitive in China; the brand needed a clear compliance and regulatory pathway before entry.

What we did

  • Upfront market and competitor research
  • Paper check on ingredient compliance
  • Coordination with NMPA by phone, email and in-person consultations
  • 360° compliance and regulatory pathway reality check with recommendations

Result

Complete assessment report on the ingredient's status in China; key input for entry and growth decisions and for the brand dossier used with distributors, suppliers and resellers.

Consumer HealthChina trademark

Recovery of 12 Swiss nutrition trademarks

Client

Swiss nutrition and supplement brand

Challenge

A former Chinese distributor had registered 12 of the brand's trademarks in the name of its own Chinese company.

What we did

  • Managed negotiation and recovery after the partnership ended
  • Drove the full transfer process back to the Swiss brand owner
  • Secured official transfer certificates for each mark

Result

Within 3 months of signing, all 12 trademarks were transferred back to the Swiss brand owner.

China trademark registration

Consumer HealthChina trademark

Multi-track recovery for Swiss dermo-cosmetics

Client

Swiss dermo-cosmetic skincare brand

Challenge

A third party held the brand's name in a key class in China.

What we did

  • Secured new filings in the brand's own name
  • Opened direct dialogue with the current holder
  • Initiated formal legal action to reclaim the mark

Result

Multi-track recovery launched within 3 months; procedure under review by the China trademark office.

China trademark registration
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