Challenges and interesting opportunities
The Chinese market within human health is characterized by extremely fast-moving trends and changes with both local and international competitors. This creates an interesting business environment with demanding customers: “The complexity of the Chinese market poses many challenges and interesting opportunities with a great potential pay-off in the huge market. Chr. Hansen’s position as a market leader in probiotics is quite well-known, but we are also moving from solely being a strain supplier to full-service solution provider. We are working dedicatedly to build up and maintain a strong infrastructure around the entire value chain, providing customers with high quality strains with demonstrated clinical studies for their products,” Ma Yi describes.
Meeting customer demands
Chinese customers expect fast reactions and deliveries, requiring Ma Yi and her colleagues to anticipate their demands. “We need to have a profound knowledge of our customers and be able to predict their needs. Often, these needs go beyond our high quality probiotic strains and include the capability to create the finished products locally as well as educating business partners and consumers. This requires us to provide services within application, local CMO production, commercial communication and engagement with key opinion leaders. It is great to see how fast we can move and how dedicatedly both sales people and the rest of the organization are striving to meet the needs,” Ma Yi explains.
Value-adding products to improve human health
The human health portfolio holds a vast number of probiotic products and strains that may benefit the health and well-being of people all over the world – from infants to adults, from digestion to dental health. With Chr. Hansen’s business acquisitions in the human health field in 2020, the product portfolio expanded, creating even more opportunities. Ma Yi notes: “The combination of our two respective ranges of probiotic strains, SCIENCE by Chr. Hansen and POWERED by Chr. Hansen, enables us to deliver both scientific value to our customers, and help support the health of end consumers. The solid scientific documentation of our strains helps us and our customers to stay competitive in the market and meet commercial expectations for high potency, multiple strains.”
Ma Yi highlights how the continuous research in human health makes the area highly exciting to work with: “Chr. Hansen doesn’t just stay on status quo, but always works to deliver new, innovative products that truly make a difference. I experience a fundamental respect of the science behind all of our solutions, which is mirrored in our customers, who also work to improve human health through their consumer products.”