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Vitamins	to	Asia:		
the	new	Australian	
minerals	boom	
Karen	Hocking,		
Government	Rela<ons	&	
Industry	Development	
	
April	2016
Complementary	Medicines	Australia	
Ø  Industry	body	represen<ng	members	across	the	supply	chain	
Ø  Reference	point	for	members,	government	and	government	agencies,	media		
	
Ø  Liaison	with	Australian	Trade	Commission;	Department	of	Foreign	Affairs	&	Trade	
Ø  Engagement	with	counterparts	in	other	countries	
Ø  Informa<on	&	networking–	seminars,	webinars,	market	reports			
Ø  Promo<on	of		the	Australian	brand
Complementary	medicines:	vitamins	and	
minerals,	nutri<onal	supplements,	herbal	and	
homeopathic	medicines,	aromatherapy	
products,	natural	cosme<cs	using	herbals	and	
botanicals	and	tradi<onal	medicines.
Trends	Driving	Growth	in	the	Asia	Pacific	Region	
2015	Euromonitor	Interna<onal.
Underlying	Drivers	of	Demand	
Ø Urbanisa<on	
Ø Popula<on	Growth		
Ø Ageing	popula<ons	
Ø Growing	middle	class		
Ø Communica<ons	and	digital	disruptors	
Ø Confidence	in	Australian	brands
Vitamins to Asia: The New Australian Minerals Boom 2016
Vitamins to Asia: The New Australian Minerals Boom 2016
Australian	Regulatory	Standards	
Ø  Robust	regulatory	standards	
Ø  Regulated	by	Therapeu<c	Goods	Administra<on	(TGA)	
Ø  Manufactured	in	accordance	with	the	principles	of	Good	Manufacturing	
prac<ce	(GMP)	
Ø  High	quality	products
Strong	Branding	
Ø  Have	a	clear	narra<ve	about	your	products	and	company	
Ø  Consumers	are	keen	on	authen<city		
Ø  Products	need	to	be	relevant	and	desirable	to	the	consumer	
Ø  Take	the	<me	to	understand	what	you	want	to	do	with	your	brand
Australian	Brands	In	Asia
Swisse		
Ø  Number	one	vitamins	brand	in	online	sales	in	China	in	2015	
Ø  Growth	largely	driven	by	entrepreneurs	
Ø  Revamped	its	strategy	in	China;	seZng	up	its	own	site	on	TMall		
Ø  Have	a	clear	narra<ve	about	your	company,	your	products	and	who	
you	are.	
Ø  Disrup<on	is	internet	and	internet	sales
Blackmores		
Ø  Ac<ve	in	Asia	for	over	35	years	
Ø  Presence	in	Thailand,	Malaysia	and	Singapore	for	decades		
Ø  Currently	12	markets	in	Asia	
Ø  Over	450	staff	in	the	region	
	
Ø  Look	at	long	term	market	strategies	
Ø  Persistence,	pa<ence	and	passion	
Ø  Strong	local	knowledge
SupporDve	Government
Understanding	the	Markets	
Ø  No	two	markets	are	alike	–	Austrade	has	developed	over	80	different	
market	plans	
Ø  Understand	the	consumer	drivers	and	the	culture	as	well	as	you	can	
Ø  Consumer	research,	market	reports,	advice	and	networking	
Ø  Understanding	a	market	takes	<me
Finding	the	Right	Partners	
Ø  Put	in	the	<me	to	find	the	right	partners		
Ø  Gain	an	understanding	of	each	other	and	business	goals	
Ø  Do	they	fit	with	your	company	culture?	
Ø  Is	the	business	reputable?	
Ø  Validate	using	mul<ple	reference	points		
Ø  Put	in	the	<me	to	build	a	strong	rela<onship
Vitamins to Asia: The New Australian Minerals Boom 2016
Regulatory	Complexity	
Ø  Be	prepared	to	put	in	the	<me	to	understand	the	rules	
Ø  Use	local	knowledge	to	pick	consultancy	groups	
Ø  Ask	a	lot	of	ques<ons	
Ø  Make	sure	you	are	working	with	the	right	people
Thank	You
Asian Food Regulation Information Service is a resource for the
food industry. We have the largest database of Asian food
regulations in the world – and it’s FREE to use.
We publish a range of communication services (free and paid), list
a very large number of food events and online educational
webinars and continue to grow our Digital Library.
Feel free to contact us anytime to talk about your specific
requirements, offer comments, complaints or to compliment us.
We look forward to hearing from you soon!
www.asianfoodreg.com
admin@asianfoodreg.com

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