Consumer Healthcare Global Conversation – 2.0: Opportunities for the Private Sector with NGOs

1.0 Little less than a year ago, we here at Greenwich Capital Group (GCG) published our White Paper: Fueling the Future – Investing in Global Nutrition Initiatives. GCG documented the elevated alignment/exposure of consumer health brands with outside mission/causes arising from brand & non-governmental organization (NGO) partnerships. The partnership results are substantial to the brand: differentiated consumer resonance, better engaged and more frequently retained employees, and elevated brand awareness. When an authentic brand/mission NGO alliance is perfected, the “Halo Effect” can translate into significant goodwill brand accretion (~30%+) upon M&A exit. GCG presented on this developing strategy at the Nutrition Capital Network (NCN) conference in NYC – April 2024.

2.0 As GCG prepares to present at the Consumer Healthcare Products Association (CHPA) 2025 Annual Self-Care Leadership Summit – San Antonio, March 17-19, we will highlight the next level of the consumer healthcare brand/NGO partnership growth strategy. In this report we magnify an important event that occurred in Indonesia on October 17th, 2024. The Ministry of Health in the Republic of Indonesia announced the transition of its national maternal healthcare program from providing pregnant women with iron and folic acid (IFA) supplements, containing just two nutrients, to multiple micronutrient supplements (MMS) that include 15 essential vitamins and minerals. The blueprint that led to this milestone outcome was started in 2019 by Vitamin Angels, a global public health nonprofit (NGO) focused on helping underserved populations in need. What followed was significant scientific research, supply chain infrastructure partnerships and political lobbying. The benefit to Consumer Healthcare companies is now having access to the third largest country market for prenatal care and a multi-billion revenue opportunity. Consumer Healthcare companies that partnered with NGOs in Indonesia five years ago are well positioned for this massive opportunity, aiming to achieve the highest market penetration in this rapidly growing sector.

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