As marketers seek to extend brand exposure, Asia is a market drawing more interest. An aging population, growing incidence of metabolic syndrome, interest in nutrients such as protein, and opening markets may afford potential for new product development. In collaboration with Vitafoods Asia, INSIDER invited scientific researchers, regulatory experts and market researchers to share their take on opportunities and factors to consider in any Asia launch. Takeaways include: *An aging population and rising rates of obesity demand nutritional solutions. *Protein is a nutrient of great interest, and global launches could drive product development in Asia. *Non-tariff challenges can be addressed by more business involvement in a private-public partnership.