Domestic brands rapidly raising their game

Yang Rui, the co-founder of Bio-Everyday, said, "We've noticed that Generation Z consumers are paying more attention to their health and that they have high expectations and special requirements for domestic products. As a result, we are offering probiotics (which provide health benefits when taken), especially for Chinese people. We have achieved effective results by doing this."

At first, Bio-Everyday targeted female consumers age 25 to 40 who were concerned about their health. In January, to broaden its consumer base, it introduced a set of probiotics for children and adults, including the elderly.

Last month, Bio-Everyday launched a laboratory jointly with the Wuxi Special Food, Nutrition and Health Institute and Jiangnan University. The lab developed the first beneficial probiotic strain approved for use, targeting solely Chinese consumers. Other probiotics products on the Chinese market are mostly imported and contain strains suitable for the natives of overseas countries.

Yang added that the brand would continue to research and develop strains and raise the technological bar in the domestic healthcare industry to stand out amid growing fierce competition.