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That’s based on personal label agency PharmaLinea, who spoke to us on the latest Vitafoods Asia occasion.
Vietnam can be the Slovenia-based agency’s largest market within the South East Asia area in the mean time.
It has launched complement ideas for the bone well being, its hottest class amongst corporations in Vietnam, prebiotics, and iron classes.
“Vietnam has a substantial market dimension; we’re discussing a number of new merchandise to be launched in Vietnam. Extra importantly, the market is rising.
“Secondly, we see extra corporations coming again to us asking for value-added merchandise. Prior to now, the merchandise have been extra commodity pushed. To have the ability to promote extra, corporations wanted to be extra aggressive with their pricing.
“A whole lot of manufacturers at the moment are attempting to beat this by introducing value-added merchandise with massive product differentiation the place worth sensitivity is way decrease as properly,” Jernej Klopcic, enterprise growth director at PharmaLinea instructed us.
He gave the instance of iron, the place corporations at the moment are extra keen to develop greater priced merchandise which might be clinically backed and are void of the metallic style that often got here with iron dietary supplements.
“Iron might be an affordable commodity. For instance, a number of the iron salts that you simply see available on the market are low in worth however there isn’t a confirmed efficacy.
“Once we provide a product that’s fairly completely different from what is generally discovered available on the market, the place we persuade manufacturers that our merchandise have a confirmed efficacy, a medical examine displaying that the product is excessive on absorption, is excessive on compliance, has good style, then corporations are keen to pay attention and eager to enter this course, despite the fact that the tip product may be dearer on the patron market.
“For them, having all these distinctive promoting factors implies that they are going to be completely different from the remainder of the market, and this may allow them to promote the product.”
Beforehand, PharmaLinea carried out a 12-week RCT displaying how its >Your< Iron Syrup formulation might enhance ferritin ranges in children by 69 per cent.
The agency was additionally the winner of NutraIngredients-Asia Award 2021’s Editors Awards for Toddler and Baby Diet Initiative with the above components.
At Vitafoods Asia, the agency additionally showcased new ideas for its iron formulations, together with oral dispersible and liquid sachets.
Klopcic identified that as in contrast the capsules and tablets, the sachet format is extra handy and simpler to swallow.
“We’re largely focusing on grownup ladies and we see that every now and then, ladies have some points swallowing capsules and so, we have been attempting to develop new codecs, similar to liquid varieties and oral dispersible varieties to beat this situation.”
Flavours clever, the corporate has launched iron dietary supplements in strawberry flavour in its product idea, however stated it was capable of undertake the flavours that manufacturers have requested.
Uncovering the alternatives
The agency is assured that the iron complement market in South East Asia offers “large alternative”, as a result of excessive prevalence of iron deficiency. Nonetheless, the problem hindering the market development, is the problem in recognising signs, particularly that of borderline anaemia.
“We’re 100 per cent satisfied that iron anaemia is a large alternative.
“Perhaps immediately the market continues to be small primarily based on knowledge from market analysis companies, however given the truth that the prevalence of anaemia is excessive, which means persons are affected by iron deficiency, what we expect is required is a robust model that will come to the market and know the best way to converse to medical doctors and customers,” Klopcic stated.
Thus far, inside Asia, the agency has discovered the best success in South Korea for its iron dietary supplements.
Nonetheless, the iron complement class is mostly smaller than different classes in market dimension partly as a result of issue in recognising borderline anaemia signs.
“I believe one of many points is that iron deficiency signs usually are not really easy to recognise. Fairly often, particularly if you end up not anaemic, however you may be affected by the shortage of iron, it is rather exhausting to recognise the signs.
“So, the simplest technique to see whether or not your blood has sufficient iron is to have a blood take a look at, so you will have to go to the physician. And so, considered one of our missions is to unfold the notice of this drawback, as a result of when there are clear signs, it would already be too late, one would possibly already be anaemic,” he stated.
Assembly medical doctors’ wants
As well as, Klopcic identified that iron dietary supplements might be an possibility for medical doctors who’re reluctant or hesitant in prescribing iron drugs to sufferers who’re borderline anaemic.
“We noticed in several international locations that the medical doctors are a little bit bit reluctant or reserved in the case of giving iron pharmaceuticals for individuals who would possibly grow to be anaemic however usually are not but anaemic.
“By our product, we’re additionally answering the medical doctors who’re in search of meals dietary supplements which have good efficacy and will serve folks with borderline anaemia with out having to present them pharmaceuticals,” he stated.
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