Trend tracker: Omnichannel strategies, enzymes, cordyceps, and infant formula opportunities

By Tingmin Koe

- Last updated on GMT

This round-up features trends on omnichannel retail, enzymes, cordyceps supplements, and the infant formula market in South Korea. ©Getty Images
This round-up features trends on omnichannel retail, enzymes, cordyceps supplements, and the infant formula market in South Korea. ©Getty Images

Related tags omnichannel Enzymes Cordyceps Infant formula

This round-up will look at trends around omnichannel strategies that health supplement brands and retailers have adopted, market opportunities for enzymes, cordyceps supplements, and the infant formula market in South Korea.
Success in a post-pandemic world: Major retailers and brands on omni-channel success strategies

Online purchase of dietary supplements flourished amid the ongoing COVID-19 pandemic, but how can brands find synergies and success in the ‘best-of-worlds’ digital and brick-and-mortar retail approach? We speak to a raft of experts to find out…

For example, India’s HealthKart – which started in 2011 as an e-commerce store selling dietary supplements, has ventured into offline retail in 2015 and is planning to open 40 to 50 more new stores this year.

Australia’s EZZ, on the other hand, is using both offline retail, online shopping sites, and is even planning to develop its own mobile APP to expand its direct to consumer business.

Cordyceps expansion: Thai firm Nova Organic targets Asia growth amid middle-aged momentum

Thailand supplement firm Nova Organic, which is well-known for its cordyceps products, is planning to expand into the other Asian markets after enjoying domestic success with middle-aged consumers.

CEO Navaphol Chanjuthamard told NutraIngredients-Asia ​that most of the consumers of cordyceps supplements in Thailand were between 40 and 60 years old. 

Outside of Thailand, the company hopes to expand into other Asian markets, and already has a presence in Singapore and Hong Kong where the product DONUTT Total Fibely is available via Watsons.

Korean infant formula market: Domestic products reign, while Germany tops imported list

Over half of South Korean mothers have purchased domestically made infant formulas, while the most popular imported products came from Germany, followed by New Zealand, the Netherlands, and Australia.

This is according to a report released by the Korean Consumer Agency (KCA) in February, with data coming from an online survey involving 500 respondents.

The report also found that while domestically produced products were cheaper than imports, the imports from Australia and Germany were becoming more price competitive.

‘The market for active enzymes is immeasurable’: Japan’s Shinya Koso on digestive health, weight management trends

Supplement brand Shinya Koso believes that the market for active enzymes products is immeasurable, driven by consumers’ concern with digestive health and weight management.

Currently, the brand’s existing consumers can be broadly categorised into two groups.The first group is mainly individuals over 40 years old and are consuming the product to maintain their intestinal health.

The other key consumers of Shinya Koso are women in their early 20s to 40s and are concerned with weight management. 

Passing the taste test: Nestle chief on strategies for success with healthy product innovation

Maintaining price parity and maximising taste are two key priorities when formulating healthy and plant-based products, according to exclusive insights revealed by Nestle’s Malaysia and Singapore CEO Juan Aranols.

Aranols said so when speaking at the Positive Nutrition Interactive Broadcast Series​, which can be viewed on-demand here​.

He said that re-formulation, including reducing sugar and salt, would remain a priority for the firm.

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