"Health and wellness, including healthy eating, has been one of most important consumer trends in China," said Derek Deng, a partner with Bain and Company.

If products are associated with a healthier lifestyle, they can experience rocketing growth in China, according to a report Deng co-authored for Bain & Company last year. Demand for flavor enhancer monosodium glutamate, or MSG, has fallen dramatically over the years, for example, while oyster sauce has spiked because Chinese consumers view it as a healthy alternative.