Meet the CEO
28 February 2014
Angeliki AntonakouLu ChenJiajia Gao
Jildou LebouilleRatna Lim
Marwa MostafaMenno van der Woude
The Chinese Dream
Longer Life Expectancy
China is Aging
2013 20500%
20%
40%
60%
80%
100%
120%
Rest of popula-tion
65+
Bloomberg, August 2013
2013: 13% - 128 M 2050: 34% - 400 M
Capturing a Share of China’s Consumer Health Market, BCG Feb 2014
Growing Chinese middle class and spending on vitamins and supplements
China’s health food market
HKTDC Research, March 2013
5%
30%
65%
Health Food Segment
Traditional Chi-nese Ingredients
Modern Nutri-tion or Sup-plement
Elderly50%
Woman25%
Youth25%
Target Consumer Segment
Lu’s dream of grandparents
How long can our grandparents stay with us? Assuming that my grandparents will live
20 more years 2 * 20 years * 3 days = 120 days 4 months
Dietary Supplements Market in China
$ 25.9 Billion
Retail products for healthy aging in China
DSM’s healthy aging products
Localized portfolio to build brand awareness
HKTDC Research, March 2013
New brands in ChinaUS Brands
Consumer Behavior - Supplements in China
BCG Chinese Consumer Health and Wellness Survey 2013, BCG Analysis
Combined Marketing Strategy
Free medical consultation and activities in elderly communities
Ear – Brand awareness
Eye – Visibility
i) Traditional Channels
ii) Modern ChannelsPharmacy Supermarket
Online Store TV shopping
Word of mouth – Feedback and broadcast
“DSM product makes memore energetic”
“DSM product makes me think faster”
Governmental Initiatives
”Bridging the gap, aging China and the senior housing opportunity”,PwC 2012
Over 13 million seniors in retirement homes or ‘retirement villages’ by 2050
Nursing, insurance and health care services
2050-view opportunity
Health ingredients in breakfast, lunch & dinner meals
Foodservice companies
Senior care & hospitals
(US “big three”)
MENU
For brain health &memory
Good for the heart
For diabetics
DSM Ingredient
s
DSM Applicatio
n
DSM nutrition &
health
Bridging the gap
Catering delivery to
seniors at home
Market potential estimate
$ 465 M if 5% market
share by DSM
97% of seniors(387M)
14 B meals/year
Home Delivery Catering 3% of
seniors (13 M)
470 M meals/year
Catering Retirem
ent Homes 2050
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