meet the ceo dsm - china dream- elderly health food

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