Purpose This study investigates how By-Health, a leading player in the health food industry, differentiates itself through innovative product development and monetisation strategies, particularly in response to the increasing ageing population, referred to as the silver economy. Design/methodology/approach The research explores the transformation of China's health food industry, identifying opportunities for growth and the challenges arising from an ageing society. It highlights By-Health's strategies for maintaining a competitive edge, including product innovation, technology adoption and business model adaptation. Findings The study reveals that By-Health has successfully capitalised on market opportunities by implementing high pricing strategies, forming strategic partnerships and acquiring leading companies globally. Despite these successes, the company faces significant challenges, including stringent government regulations, counterfeit products and the need for increased investment in R&D. Research limitations/implications To sustain its market leadership, By-Health must address these challenges, particularly by navigating regulatory constraints, ensuring product authenticity, and enhancing its R&D efforts to foster long-term growth. Originality/value This paper contributes to the understanding of how the silver economy is reshaping the health food sector, with a specific focus on By-Health's strategic responses. It offers insights for companies looking to innovate and capture value in an ageing society.
Wu et al. (Sat,) studied this question.