Novonesis capitalizes on China's health market at CIIE

China's growing emphasis on health and wellness, coupled with the rising purchasing power of its consumers, is creating significant opportunities for foreign companies to expand their presence in the world's second-largest economy, said a senior executive during the China International Import Expo in Shanghai.

"Human health in the Chinese market is a cornerstone of our strategy," said Tue Micheelsen, President North America & Head of Global Consumer Health at Novonesis, a bio-solution provider headquartered in Denmark.

Novonesis was formed through the merger of biotechnology company Novozymes and bioscience company Chr. Hansen in January.

"In China, the market presence of our company's consumer health business is still nascent, making platforms like CIIE essential for building visibility and trust," said Zion Cheng, head of Consumer Health at Novonesis.

"We see CIIE as a pivotal platform to engage with Chinese consumers and partners, presenting products that align with China's wellness and health-focused trajectory," Cheng added.

In the coming years, the company's focus will increasingly be on tailoring its products specifically for Chinese consumers. Greater emphasis will be placed on scientific research based on the Chinese population and clinical data presented in the Chinese language, Micheelsen said.

The company's manufacturing facilities in China produce a wide range of products, including enzymes and microorganisms, which are used in various industries, such as bioenergy, food and beverage and laundry detergents, for both Chinese and global customers, Micheelsen said.

"The Chinese market has always been incredibly important for Novonesis. We remain committed to continued investment in China and to expanding our footprint in this critical market," Micheelsen said.