Customised solutions for the Asian market

AT THE HEART of successful food and beverage products are ingredients that aim to satisfy diverse requirements on flavour, texture, colour, and nutrition. Consumers expect to add a high degree of quality and shelf life to their products when sourcing ingredients. But to a greater extent, the impact of these ingredients on health and wellness is a major factor in their choices. In recent years, manufacturers, whether developing or reformulating a product, have been seeking clean-label solutions to meet demand for better foods, from confectionery to savoury meals. This is merely a reflection of the end-consumer’s food preferences, the need to stay healthy, and the demand for products free from certain ingredients. But affordability is also a major factor because Asia has a diverse market profile.

The Asian picture

Markets are economically booming in Asia, making the region a place to be for ingredients companies. In 2013, leading ingredients company, Chr. Hansen restructured its commercial organisation to ensure focus on Asia Pacific, EMEA and the Americas. Under the new setup, Sten Estrup who has held many positions in the company since he joined in 2002, was appointed to head APAC as group vice president. Barely half a year in his new role, he sees many prospects in the region.

“The Asia-Pacific market is forecast to have a positive double-digit growth, however, each market and segment has its own dynamics in 2014,” he said. “Some markets see lower economic growth, but we are positive that demographics makes up for this to support another attractive year ahead of us as well. A healthy balance between international and local food companies will secure a dynamic environment where Asia-Pacific consumers are seeing more and more food options to choose from.

“Across the region, expansion of the production capacity platform and investments in new and more advanced technology continue to indicate food companies have confidence in the future. Other than that, there are a lot of untapped potentials in various consumer segments. Our customers are doing a great job to reach out to these new consumer segments to gain bigger market shares with affordable packaging sizes, category expansions and cross-over within food categories.”

“Tiger economies like Indonesia and [the] Philippines are forecast to continue their current growth trajectory and be part of the 20 largest economies in the world by 2020, and the seventh biggest in 2030. Indonesia alone constitutes more than 250 million consumers.”

For the same reasons, Frutarom Health will be investing further in the region although it sees cultural differences as something to work on. “We expect that ASPAC continue to outpace the other regions with regards to growth, especially for our health ingredients,” said general manager Holger Riemensperger.

Food safety a big concern

Kobus de Klerk, regional president, ASPAC at DuPont Nutrition & Health said, “The growth opportunities that we see in Southeast Asia are some of the most exciting in the region. Some markets are well developed with a high level of sophistication. There is a lot of potential for growth in these more established markets with new consumer focused products. In less developed/green field markets, we will support our customers with food and process technology which will enable them to offer value-added products to their customers.”

Improvements in living standards are bringing about increased demand for better quality and food safety. “Today,Encuentra zapatillas de la talla 36 a la 40 para Mujer