This was the observation of the Probiotics, Prebiotics and the Microbiome expert panel at our recent Growth Asia Summit 2022 event in Singapore, which comprised IFF Regional Application and Technical Support group leader, AP, Dr Anders Henriksson, Junlebao Nutrition Research Institute Director Celia Yibing Ning, Haleon NPD Brand Lead, Wellness, Deepapriya Velumani, and A*STAR Principal Investigator Dr Sumanto Haldar.
The panel discussion was hosted by the Editor of NutraIngredients-Asia, Tingmin Koe.
According to the panel, focusing on the health benefits of products is the key to consumer acceptance.
“The fact is that consumers will first pay attention to their own problems first when looking to make any purchases, and then only the products and the ingredients,” Ning told the floor.
“So the first thing they are going to look for is always what is the benefit of the product and what function it can serve to align with what they need, which means that the attention will always be on the function and benefit of the products before they even want to look at the ingredients.
“This also means that when it comes to designing the product or the packaging for the product, all of this must be taken into consideration no matter whether we are talking about prebiotics, probiotics, probiotics or anything else in this space.”
Velumani added that product formats can also play an important role here, especially when it comes to attracting consumers from different demographics.
“Consumer versatility in product acceptance very much depends on the life stage actually, for example younger consumers tend to want more enjoyable options such as gummies,” she said.
Biotic marketing: Functions and formats trump ingredient information in microbiome promotion - FoodNavigator-Asia.com
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