NAD+ round-up: New businesses, products, and partnerships thriving in APAC’s trending category

By Tingmin Koe contact

- Last updated on GMT

More supplements that claim to boost the body’s level of nicotinamide adenine dinucleotide (NAD+) are popping up in the APAC market these days. ©Getty Images
More supplements that claim to boost the body’s level of nicotinamide adenine dinucleotide (NAD+) are popping up in the APAC market these days. ©Getty Images

Related tags: NAD+, NMN, Tru Niagen

Supplements that claim to boost the body’s level of nicotinamide adenine dinucleotide (NAD+), namely nicotinamide mononucleotide (NMN) and nicotinamide riboside (NR), are increasingly common in Asia’s dietary supplement market.

A co-enzyme, NAD+ plays a role in anti-ageing, cellular repair, and the supplementation of NAD+ precursors, such as NMN and NR, is said to increase NAD+ levels.

This round-up will look at the new entrants into this business, their products, and business development strategies.

Beyond NAD+ precursors: Entity Health develops sublingual NAD+ with wafer tech

Entity Health has created a novel dietary supplement,​ in which the oxidised form of nicotinamide adenine dinucleotide, also known as NAD+, could be delivered in the form of sublingual wafers.

This is a breakthrough in the current market, as oral supplements that claim to increase the body’s NAD+ levels mostly work through NAD+ precursors, such as nicotinamide mononucleotide (NMN) or nicotinamide riboside (NR), instead of delivering NAD+ directly into the body.  

These precursors are a form of vitamin B3.

Increasing NMN awareness: Next Miracle Nutrient opens first retail outlet / experience centre in Hong Kong

Next Miracle Nutrient is opening its first retail outlet in Hong Kong​ selling its nicotinamide mononucleotide (NMN) supplement, with the firm also hoping it will serve as an ‘experience centre’ to educate the public on NMN.

NMN supplements are still relatively new in Hong Kong, according to James Ng, who is business development manager at the Hong Kong-based company

The NMN market is growing and we believe there will be enormous demand for NMN supplements, however consumer awareness is relatively weak in Hong Kong​.

‘NMN education still needed in China’: Latvian brand partners with health consultants, nutritionists to promote category

A Latvian nutra brand entering China believes that the country’s nicotinamide mononucleotide (NMN) consumer market still requires proper education​ – despite the sales boom experienced in the past year – and has managed to attract health consultants and nutritionists in promoting its products.

Kimura, a Latvia-based company, conducted a pre-sale of its NMN supplements into China and Hong Kong in September.

Founded last year, the company currently sells only NMN supplements under the same brand name Kimura.

WATCH: China’s rising awareness on NAD+ an opportunity – Chromadex CEO on Sinopharm Xingsha deal

China’s consumers are increasingly aware of how nicotinamide adenine dinucleotide (NAD+) plays a role in health, and Chromadex believes this presents opportunities for its flagship product Tru Niagen.

Chromadex announced in late September that Sinopharm Xingsha Pharmaceuticals will be distributing Tru Niagen​ into China.

Tru Niagen contains Chromadex’s patented nicotinamide riboside (NR) ingredient known as Niagen.

Pre/probiotics and TCM: Singapore wellness group launches functional beverages, cookies combining East-West concept

JOYRE, a Singapore TCM wellness company specialising in spa services, has developed its first range of functional foods and supplements based on traditional Chinese medicine concepts and modern science, with both local and overseas markets in sight.

Known as the Imperium Ultimate series, there are four SKUs​ to this product range, which will be launched first in Singapore this month. 

The four products include powdered beverage sachets, cookies, probiotics capsules, and capsules products for increasing the body's nicotinamide adenine dinucleotide (NAD+) levels for anti-ageing purposes.

NMN expansion: Hong Kong start-up Supernine outlines plans to distribute supplements and coffee in China and Singapore

Hong Kong-based start-up Supernine is planning to distribute its healthy ageing supplements and coffee products containing nicotinamide mononucleotide (NMN) into China and Singapore this year.

Established in April 2021, the firm sells​ NMN capsules, NMN capsules combined with other ingredients, as well as instant black coffee powder containing NMN.

In the first three months of operation, Supernine has recorded sales of around HK$200,000 (US$25,000). It expects to reach HK$1.3 million (US$167,000) in sales by the end of this year.

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