Beyond basic nutrition
Fonterra’s approach to North Asia revolves around delivering dairy ingredients that exceed basic nutrition. The Co-operative’s proteins are designed to support muscle maintenance, improve mood through dairy lipids and enhance immunity. This approach perfectly aligns with the regional demand for nutraceuticals – foods offering health benefits beyond traditional nutrition.
The protein market stands at the forefront of this innovation. Fonterra’s Whey Protein Isolate (WPI), Whey Protein Concentrate (WPC), and Milk Protein Concentrate (MPC) have become essential to a diverse range of products from ready-to-mix protein powders to fortified yoghurts for medical nutrition and sports supplements.
Partnerships driving success
Fonterra’s success in North Asia is built on strategic partnerships with leading companies that understand and deliver on consumer needs.
The customers illustrate Fonterra’s impact. Meiji, a dairy and confectionery giant, uses Fonterra’s proteins in its medical food and beverages particularly a high-protein, nutritionally balanced drink with the highest market share in its category ,and hailed by Meiji as the most common liquid nutrition used in Japanese hospitals.
What’s next for dairy in North Asia?
The region’s dairy market is characterised by sophisticated consumer preferences. Taste remains fundamental, with Korean consumers particularly sensitive to flavour profiles and mouthfeel. The liquid protein sector is expanding beyond traditional boundaries, including medical nutrition, lifestyle beverages, and innovative products targeting the 65-year plus demographic.
Sustainability is also becoming a critical decider for customers and consumers across the region. Grass-fed dairy from New Zealand is increasingly recognised and sought after, reflecting a growing consumer consciousness about environmental and ethical production methods.
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