VITAFOODS ASIA 2018

WATCH: C2B product development is leading the way — Avida Health analyses innovation strategies and beauty-from-within trends in APAC

By Tingmin Koe contact

- Last updated on GMT

Avida Health, a dietary supplement firm based in Singapore, believes that big data will help the company go a long way in developing new products.

In an interview with NutraIngredients-Asia​ during the Vitafoods Asia exhibition, Jeff Jiang, CEO of Avida Health, explained why big data is important in this day and age.

“We call it the C2B product development, (we observe) consumer needs based on big data from customers’ behaviour and use that data for product development,” ​he said.

“Saying that this product or this ingredient is doing very good in the US, (and therefore) we can sell (it) very well in ASEAN (as well) does not make sense.”

Data from social media and e-commerce channels were especially useful, he said.

The firm, which has a nutricosmetics portfolio, also analysed the beauty-from-within trends in APAC.

For instance, consumers do know how to read the ingredient list and are expecting more sophisticated product formulation, said Dr Paulina Chilarska, chief scientific director of the firm.

She added that the firm was working with universities in Singapore to deliver coenzyme Q10 in a safer manner, and to prevent beneficial substances from being degraded by digestive acids in the stomach.

Watch the video to find out more.

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