Dispatches from Vitafoods Europe 2012

Clinical documentation is a must in Asia’s probiotics market, says Chr Hansen

By Kacey Culliney from Geneva

- Last updated on GMT

Related tags Marketing

Chr Hansen’s educational role and dedication to clinical documentation has secured its strong position in Asia’s probiotics market, according to the VP for sales in Health and Nutrition.

Lasse Nagel, told FoodNavigator-Asia that the Asia Pacific region is an extremely significant market for Chr Hansen’s Health and Nutrition business, especially for probiotics.

Opportunities in the market are high, underpinned by increased consumer spending sparked by safety fears, he said, noting the 2008 melamine scandal and consumer awareness and product availability is also low, offering room for market growth.

The firm tackles the vast and diverse region on a country-by-country basis he said, with sales and technology expertise in each market.

Within probiotics, he identified two key strong areas – infant formula/children’s nutrition and dietary supplements.

Chr Hansen has taken on an educational role in the marketplace and combined with investment and focus in clinical documentation, the firm can compete against domestic and local players, he said.

“You have to look at the clinical documentation and align that with the claims you want to make on the product,”​ he explained.

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