Tailoring nutrition for APAC consumers

AS Asia Pacific's health and nutrition market diverges between premium, claim-driven innovation and cost-sensitive mainstream formats, ingredient suppliers are adapting their products to personalized consumer needs. FrieslandCampina Ingredients' strategy reflects the shift in both consumption and product demand.

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According to Vicky Davies, Global Marketing Director for Performance, Active & Medical Nutrition at FrieslandCampina Ingredients, the market is now being shaped by macro trends like AI, personalization, and rising health awareness, alongside micro shifts in formats and consumer behavior.

“We look at the outside to explore the trends,” she said. “How do we translate that into regional plans and localized strategies so that we can meet the needs of the customers and the consumers in all the different countries where we are present?”

Davies' role spans global strategy and regional execution. She noted that the performance and active nutrition segment is growing at 8% to 10% annually, driven by consumer curiosity around formats like high-protein yogurts, clear waters, and supplements.

For instance, younger consumers in Indonesia and Vietnam show rising interest in performance and active nutrition. But economic constraints mean affordability remains a key driver.

Indonesia is a key market for early life nutrition in Southeast Asia, added Tjalling Bekker, Regional Director APAC at FrieslandCampina Ingredients. Yet, premium infant formula is under pressure, he said.

The company therefore creates ingredient solutions for cost-effective applications and partners with mainstream food and beverage companies to develop kid-friendly ready-to-drink and fortified dairy formats. Halal and kosher ingredient availability further reinforces its commitment to regional relevance.

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