Factoring health in NPD

 ‘Seeing the trend for natural products as an opportunity to grow rather than a challenge is arguably the better approach to choose’

—— Wouter Moormann Market Unit Manager, Food Division Purac Asia Pacific

 ONE of the main market drivers for the food and beverage industry today is the growing consumer knowledge and demand for healthier foods, gleaned from an increasing amount of information available. Today's health conscious consumers are willing to pay more to get all kinds of wellness-favouring food products and beverages that ensure better nutrition for a healthy and long life. This heightened consumer consciousness of health and nutrition has resulted in an increased demand for new products that are safe and natural, and easily understood as having a health benefit. Mr Wouter Moormann, market unit manager Food Division at Purac Asia Pacific, provides his insights on the challenges and opportunities for formulators in the region.

What new product development challenges do Asian manufacturers face? Are there problems that are particularly tricky for R&D specialists in the region?
As in all global markets an optimised flavour is key for a successful launch. As there is a wide variety in taste perceptions and preferences on the basic tastes within the different Apac countries, a successful launch in country A does not guarantee the same outcome the next time around and in another country.
Depending on the marketing proposition – and perhaps more so than in other regions – the price of the product will be a key driver for many development projects. The food markets are highly competitive and food inflation is a definite concern. This makes launches in added value markets a very daring undertaking.
The issue of food safety is a given, but it does not come for free. Consumers are also more informed than ever, insisting on clear definitions, transparency and verification for product and ingredient claims. The recent spate of food safety scares in Europe and Asia have cast a new spotlight on the issue of food safety - bearing a crucial reminder at just how complex it is to maintain and ensure food safety. Governments and consumers alike are not going to accept products that do not meet stringent standards and those that may pose a health risk. Consumer education is an important component that must be factored in.
In general Asian food companies are growing fast and brand image is a shareholder value. A brand that took years to build could be destroyed in a few weeks due to poor safety or an ill managed food recall. Companies are now paying more attention to food safety.

Amongst the trends you've observed in the region, what strikes you the most and why? How pervasive are they, and what will push them into the mainstream?
The AsiaNike Jordan Super Fly 4