Barentz moves into China beauty supplements arena with New Skyport acquisition

According to the company that has primarily been a distributor of food ingredients, this acquisition is ideal for it to expand its presence in the region as well as being part of meeting consumer demand for more sophisticated nutrition products.

Headquartered in Shanghai, New Skyport has four offices across the Chinese East coast and one inland, catering to the nutrition, supplements, health and well-being sectors.

Barentz is set to take over the management of the business in the next couple of months and will operate under the legal entity Barentz (Shanghai) Trading Company.

Dongmei Chen, who has been working for the company in Germany and will relocate to lead the operations in China.

Acquisition​

Representing world class suppliers of ingredients, Barentz is active on three continents in 50 countries with around 700 people. 

“With their expertise of food applications and access to ingredients from reputable European and American suppliers, Barentz can help local Chinese producers increase the quality of their products, enabling them to grow their local business​," Jinrong Huang, current managing director of New Skyport said following the acquisition.

"Being close to ports where our ingredients come in from Europe will be an advantage for our customers, who can be served from our different warehouses in short lead times​,” Mr. Hidde van der Wal, CEO of Barentz International confirms.

Supplements​

Beauty supplements are used to improve, enhance and offer support to any kind of deficiency through a combination of vitamins, minerals, and other bio-active ingredients which help to enhance one’s external outlook and appearance.

In fact, Datamonitor Consumer says that as the beauty from within segment evolves, cosmetic manufacturers are now focused on researching solutions to better meet consumer expectations and convince consumers of a supplement's effectiveness. 

The market researcher found that 41% of the respondents aged 18-34 felt such claims on supplements somewhat or completely trustworthy.

Therefore, younger consumers would be more receptive to new launches in this sector, if the brands are able to find ways to attract them.

"Primarily, it is the result: scientific formulations presented to discerning young consumers in a clear way are ke​y," says researcher, Aleksandrina Yotova.