Trends in Maternal and Infant Health in APAC

Maternal Health Trends in APAC

Maternal health products, which include products for prenatal and postnatal nutrition nutrition, are on the rise in Asia Pacific (APAC). Since 2017, new product launches in APAC with maternal health claims have grown by 25%.¹ 

In China, more than 30% of mothers say they’ve purchased and taken health supplements before, during, or after pregnancy,² while in Japan, 29% of consumers indicate they’ve taken nutrition supplements to improve their reproductive health.³

Immunity

Immunity is the top trend in maternal health right now in the APAC market. 70% of Chinese women say immunity support is the most important when choosing vitamins for pregnancy.⁴ Ingredients like lactoferrin that provide essential nutrition plus extra health benefits can address this need.

Ask us about the clinical research behind our Bioferrin^® lactoferrin.

Lactoferrin is a milk-derived protein that also provides the iron that pregnant mothers need—without upset stomach. Nearly half (48%) of Japanese consumers are aware of lactoferrin.⁵ In Japan, lactoferrin is most preferred in milk and dairy products.⁶

Infant Health Trends in APAC

To gain insights into infant health trends in Asia Pacific, we can look to the infant formula market. The infant formula market is forecast to grow at a CAGR of 4.1% between 2019 and 2025 in both APAC and China.⁷ 

While this represents a slowing due to the number of births decreasing in the region, the market remains important due to its sheer size. China alone accounts for just over one-third of the global infant formula market.⁸

Premium

The increase in market value for infant formula in APAC is being driven by customers upgrading to premium, more expensive varieties.⁹ Rising incomes, which gives new parents more opportunity to choose the best nutrition for their babies, is playing an important role in this shift.

Plus Claims

A related trend is the increase in plus claims in infant formula, which have been growing in new product launches in China during the last five years.¹⁰ Besides vitamin and mineral claims, which rose from 18.0% (2017) to 32.3% (2020), added calcium and high/added protein claims are growing in infant formulas.¹¹

In 2020, 17.2% of new infant formulas in China contained calcium claims, up from only 1.2% in 2017.¹² Protein claims, also at 1.2% in 2017, were present on 8.1% of 2020’s new infant formula launches.¹³ For functional claims, bone health and eye health claims are growing the fastest.¹⁴
Personalization

An emerging trend to watch in APAC’s infant nutrition market is personalization. Nestlé is leading this effort by offering personalized services while continuing R&D into personalized infant formulas. Last year, the company launched Ask Nestlé in India, which gives parents access to personalized meal plans for their children, in addition to one-on-one healthcare counseling.

In China, 88% of parents in tier 1-3 cities indicate an interest in trying a customized nutrition formula, indicating a big opportunity for brands to invest in this area.¹⁵ Although product development will take time, existing technology makes personalized services an approach that nutrition brands can take right now.

A Healthy Start with the Right Ingredient

As the APAC markets for infant and maternal health products continue to grow, offering products that provide extra benefits can help a brand stand out. Whether it’s Bioferrin, with naturally iron-binding  functional benefits, or a custom premix for immunity or bone health, Glanbia Nutritionals has the ingredients mothers and babies need for a healthy start.

References

1. Mintel/Glanbia Nutritionals Proprietary Data, new product launches Nov. 2017–Nov. 2019.
2. Mintel, Nutrition for Pregnancy – China, May 2019.
3. FMCG Gurus, Japan – Active Nutrition Survey, September 2021.
4. Mintel, Nutrition for Pregnancy – China, May 2019.
5-6. FMCG Gurus, Japan – Dairy Survey, November 2021.
7-9. Euromonitor database, includes all baby milk formulas, August 2020.
10-15. Mintel, Infant Milk Formula – China – 2021.