Consumers have healthy respect for brand names

China's consumer health market is expected to experience an upswing in the next five years, The Boston Consulting Group said on Tuesday, saying that rising health consciousness in the world's second-largest economy will spark business opportunities.

China's growing health and wellness market is poised to reach nearly $70 billion by 2020, said BCG's Center for Consumer and Customer Insight, which surveyed 2,600 middle-and upper-income consumers aged 18 to 65 from across China.

"We project an average year-on-year growth of about 11 percent for the over-the-counter treatments segment and vitamins, minerals and supplements market between 2014 and 2020," said Wu Chun, who is a partner and managing director at BCG Greater China.