June 22, 2026
Westpro’s global sales team Susan Coveney and Natasha Croft gained valuable insights into the potential for Westpro’s bioactive ingredients in the dynamic Korean and Japanese nutraceutical industry when they visited the region recently.
They met both new and long-standing customers, expanding their connections and sharing ideas. From these meetings they gained an appreciation of just how dynamic and fast moving the nutraceutical space is across the region.
In Korea there is a clear shift towards highly targeted functional health solutions. Consumers are informed and intentional which is driving brands toward stronger science-backed claims and more differentiated ingredients.
Demographics are also shaping demand. Korea and Japan have recorded some of the lowest birth rates globally in recent years, although Korea is showing signs of a modest recovery. As a result, businesses operating in Korea are prioritising the needs of an ageing population while also addressing increasing demand from younger consumers for products that support longevity. Functional ingredients that promote health are therefore of growing importance.
What stands out is Korea’s ability to blend their knowledge of traditional herbs with modern science and compelling story telling, creating products that resonate locally and globally. We are also seeing ongoing premiumisation in these markets where customers are willing to pay for quality, provenance and innovation. It is an exciting and inspiring space to watch.
If you are interested in learning more about Westpro’s nutritional and bioactive ingredients contact the sales team on sales@westland.co.nz.
