Oriental-Tonic

The Swisse formula for healthy ageing and longevity in Asia

By Published On: June 11, 20245.6 min readViews: 460 Comments on The Swisse formula for healthy ageing and longevity in Asia
In 2020, Swisse pivoted from an export-oriented focus to a domestic driven one, which successfully increased its market share within Australia. But it recognises that Asia is an emerging market for supplements, especially in the areas of healthy ageing and longevity. This coincides with consumer needs in Australia, meaning there are opportunities for product innovation to serve export markets with needs that overlap with domestic demand.

“We try to think global and act local. Where there is shared value in a product or an innovation for multiple markets, we will make that the priority. If a certain market has a local need, we will always take a local approach. It’s a hybrid model where we want Swisse to be the best it can be globally through the best local practices,”​ said Kerrie Wade, director of marketing for Swisse Wellness ANZ.

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Parallels between Australian and Asian markets

The long term trends that are coming up really strongly for both markets are healthy ageing and healthy longevity. Apart from increasing lifespan, there is also a focus on increasing health span, which refers to the length of time that a person is healthy.

“How do we get the lifespan and the health span of an individual to marry up so that their quality of life is better for longer and they’re able to live the life they want to lead? That’s something that’s very much on the landscape for Chinese customers and for our Chinese development team,”​ said Wade, who notices a lot of synergy between the Australian and Chinese markets in terms of product development.


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