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.
