Representing the South African portion of a global industry that has witnessed astonishing growth over the last 10 years, the Health Products Association of South Africa (HPASA) has undergone a brand refresh and developed a new market positioning strategy in a bid to prepare itself for a growing number of industry needs.
Consumer demand for health products is unabating, with the worldwide industry set to reach a value of $1-trillion by next year. And, says HPASA president Bruce Dennison, “Despite heavy regulations, the local industry continues to grow. It’s estimated to be worth over R8-billion, and is experiencing annual growth of 13,5%.”
The HPA’s strategy includes a new logo, a new info-heavy Web site, and the rollout of a marketing plan to drive consumer trust as well as improve product safety and efficacy.
Launched in 1976, the HPASA has long been at the forefront of championing quality standards and acting as a voice on all legislative and regulatory issues, in the natural health products, nutritional dietary supplements and complementary and alternative medicines (CAMs) industries. The industry body represents a broad spectrum of stakeholders including manufacturers, wholesalers, distributors, retailers, practitioners and more.
While acknowledging that they’ve had to deal with counterfeit, poor-quality and adulterated herbal products that can compromise consumer safety, Dennison says that the HPASA intends to rectify the distorted perception that the CAMs industry is reluctant to regulate. Pointing out that law needs to be rooted in data and insight, and be appropriate in nature to address real issues, he adds.
“We’re committed to not only fulfilling a meaningful role in developing appropriate regulation, but also improving our relationships with the Department of Health, and media, consumer groups and associated bodies in South Africa.”
The HPASA’s new Web site provides the latest insight, analysis and data on health products and CAMs. Registered members have access to the very latest in legal, regulatory and research documents, presentations, papers and journals on production, manufacturing, distribution, standards and ethics.
“With growth comes a continual new set of challenges that not only the association needs to address, but that our members need to be adequately informed to handle,” says Dennison. “We believe our readily available, well-resourced Web site will provide that information, complemented by our monthly meetings in both Johannesburg and Cape Town.”