Case.IMCD Spain: Spotting a market window and moving fast in healthy ageing and nutricosmetics

Global population ageing is accelerating. Already there are more than 1 billion people worldwide aged 60 or older. According to World Health Organization projections, that number will rise to about 1.4 billion by 2030. As people live longer and populations age, demand for health, nutrition and wellness solutions is growing fast, creating a clear opportunity for products and ingredients that support healthy ageing.

The IMCD Pharmaceuticals' expert team in Spain saw that NAD+ could play a leading role, but it was not yet widely used in the local market. NAD+, or nicotinamide adenine dinucleotide, is an essential coenzyme in all living cells that is vital for metabolic processes like cellular respiration and energy production.

IMCD proactively approached a key customer with a concept. The proposal positioned NAD+ as a hero ingredient for a new anti-ageing nutricosmetic, supported by scientific evidence and strong consumer appeal. The customer quickly saw the market potential and validated the concept with NAD+ as the core active for a new product. From that point onwards, IMCD supported the full journey from formulation guidance and positioning of the ingredient, to regulatory and quality alignment to ensure compliance, to a secured supply plan to de-risk ramp-up and avoid stock-outs.

"What made the difference was that we did not just sell an ingredient. We brought an insight-led concept, we stood beside the customer through development and we backed it up with reliable supply. That combination is exactly what our principals and customers expect from IMCD."

Alejandro Alcazar

Market Manager, Nutraceuticals, Iberia & Maghreb IMCD Spain

“The focus was on delivering speed without sacrificing performance”, says Alejandro Alcazar, Market Manager, Nutraceuticals, Iberia & Maghreb, IMCD Spain. "We had clear timelines in place and we kept close coordination with the customer, the ingredient supplier, and our own teams, to keep the project on track, and seize the market window right when it was opening.”

The product was launched on schedule, reaching shelves at the right moment, aligning with growing market demand for healthy ageing solutions. Early sales performance validated the thesis, and strong sell-out led the customer to adjust forecasts and increase orders. With the product now firmly established, the teams are now exploring line extensions, new formats and synergistic actives, such as targeted antioxidants, to extend the life cycle of the platform.

Commercial excellence

Commercial excellence is the everyday work of understanding what customers really need, pulling in the right experts and moving from idea to implementation without losing momentum.

IMCD Spain: Spotting a market window and moving fast in healthy ageing and nutricosmetics

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