We kick things off with Alina Uchida, projects and innovation director at Singapore-based sports nutrition brand Fitlion, who tells us how brands have been changing the way they innovate and market their products in APAC.
She goes on to elaborate on the blurring of lines between the sports nutrition and wellness market segments: consumers in APAC are gradually learning of the benefits of sports nutrition products not only for athletic performance, but also for overall health among non-athletes, and businesses have been innovating to meet these demands.
However, Uchida adds that they can do more to educate the masses, with social media and mobile apps being two major channels brands can use to reach their target demographics.
We also speak to Beneo's Asia Pacific MD Christian Philippsen, who talks about what companies should focus on in order to appeal to a wider audience — including not just professional athletes but also those who exercise recreationally, and those who may not even exercise at all.
Adapting product formulations to suit a modern, busy lifestyle is key, Philippsen says, and developing ingredients for sports nutrition supplements that help to sustain alertness throughout the day has become an vital part of Beneo’s business.
Watch the video for the full story.