Affordable preventive nutrition is a growing trend in Asia, with the kids' supplement category serving as a strategic entry point to win over entire households, says Indonesia-based supplements brand Youvit. This is based on in-person interviews conducted with 800 households in Indonesia, which found that the multivitamins market is dominated by kids at 87 per cent. The firm explained a three-pronged approach: Enter the kids-dominated supplements sector, convert household members to users from there, and build brand loyalty from a young age.
Morinaga Milk Industry has launched a series of functional foods across yogurt, sachet powder, milk formula, and fermented drinks to support the nutritional needs of Japan’s rapidly ageing population. One of its latest launches is the fermented drink marketed under the name Puresu. This is a fermented drink containing the company’s flagship human-residential probiotic strain BB 536.
It comes with three functional claims, namely reducing fatigue, reducing belly fat, and improving intestinal environment. Malaysia’s Medika Natura, which specialises in health supplements made using local botanical extracts, is expecting to sell its products in South Korea next July through an exclusive partnership with NS Home Shopping. The partnership will see the distribution of Medika Natura’s metabolic health supplement Labeesity in South Korea via TV shopping next July, CEO Abdul Razak Mohd Isa told Labeesity is made of Medi.