China is a promising market for the consumer health industry, with consumer expenditure on health goods and medical services expected to grow by 56 percent between 2013 and 2018. Vitamins and dietary supplements, especially fish oils and omega fatty acids are among the strongest prospects for the country. The average adult in China consumes only one-quarter of the recommended daily intake of DHA and EPA which is found in these supplements.  Although the regulatory infrastructure for dietary supplements in China is notoriously strict, proposals are in place to change the process.