That's the view of Carl Gibson, CEO of trade body Complementary Medicines Australia (CMA), who spoke to us during a recent trip to Shanghai.
Last year, 22.3% of all dietary supplements imported to China came from Australia, while 20.4% came from the US.
And this is only those that are included in official import figures, which do not factor in the large volume of products entering via daigou channels.
Including dietary supplements and special medical foods, China’s health food market is estimated to worth RMB$700bn.
Take a look at the video to hear Gibson discuss how Australia has captured the market, its prospects for future success, and the impact of the US-China trade war.