JAPAN – Japan dairy company, Megmilk Snow Brand is seeking to take its time in developing strategies to overcome the strong China’s healthy ageing market competition through the production of quality and science-backed evidence bone health ingredient.
China’s ageing population underscores major opportunities in the country’s nutrition space, which Megmilk aims to tap into.
“After selling coffee creamer and milk-based raw materials in China since 1997 we are introducing our proprietary functional ingredient, Milk Basic Protein (MBP), to the market for the first time,” Dr Juan Li from Megmilk’s said.
MBP is a natural protein present in trace amounts in bovine and human milk that possesses several bioactive functions researched and discovered by Megmilk.
According to Dr Juan, Its most important characteristics are its ability to increase bone-forming osteoblast cells and regulate the activity of bone-destroying osteoclast cells.
“Even when an appropriate amount of calcium is ingested, the nutrient will not be efficiently absorbed into the bones if the body’s ability to form bone is impaired,” he added.
“Therefore, MBP acts on bone cells to regenerate and reinforce the bones, making them more receptive to calcium while preventing excessive calcium loss.”
Although the ingredient is targeted at the silver generation, especially women with bone health issues due to ageing, Megmilk is planning to carry out further clinical trials to assess its effect on younger people.
It is currently available in South Korea and the US, while the firm is actively expanding its reach in South East Asia and Australia.
“There are various factors that we consider before entering new markets. These include the market size, whether there is a framework for functional ingredients to be notified and registration requirements,” Dr Li said.
In Japan, the product is targeted at the middle-aged and elderly the same group of consumers that the firm is eyeing in China.
While the market opportunity in China is huge, Megmilk recognized that competition is stiff as a result.
“We believe that the quality of our MBP ingredient, the only one of its kind in the world can overcome the competition and benefit local consumers. It is backed by solid science-based evidence, as we have conducted many clinical trials to prove its efficacy,” Megmilk said.
“The Chinese population may not be familiar with MBP’s function and benefits yet, so it might take some time to raise awareness, but we hope to grow as quickly as possible.”
The dairy company added that the forecast strategies include consumer research, participation in trade shows and conducting presentations and seminars for industry players.
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