The Association of South East Asian Nations (ASEAN) was formed in 1967, and in 1997 it adopted its Vision 2020 programme aimed at creating closer economic integrations and, ultimately, leading to an ASEAN economic community.
Health care was established as one of 11 priority areas of harmonization, and the Traditional Medicines and Health Supplements working group was created to force regulation in this market that would over-ride pre-existing national regulations.
As with all regulatory processes, it is vital that industry has a hand in shaping it, to ensure that barriers are not introduced that would stymie business and reduce consumer choice.
The ASEAN supplements industry is currently estimated to be worth around US$1.5bn (c €1.17bn), and is growing at a rate of around 10 per cent per year. Part of the reason for this growth is the rise of disposable incomes, enabling more consumers to purchase products beyond their basic food needs.
"AAHSA has been invited to work in consultation with ASEAN regulators to facilitate trade in quality health supplement products for the benefit of consumers. It seeks to play a positive role in the ASEAN harmonization process by providing relevant scientific, regulatory and industry viewpoints," said Daniel Quek, chair of AAHSA.
Although harmonization efforts are currently underway in the EU with the recent Food Supplements Directive, and Health and Nutrition Claims Regulation expected to come into force shortly, Quek said that the industry in the South-East Asian region faces a unique set of challenges - not least establishing itself as a legitimate partner to mainstream healthcare.
He told NutraIngredients.com that a health supplements regulatory model is envisaged that is unique to the ASEAN region.
AAHSA's key points of consultation also include facilitating trade in quality products for the benefit of consumers; strengthening the national associations; organizing regional events; and building awareness of the ASEAN industry outside the region.
Simon Pettman, executive director of the International Alliance of Dietary/Food Supplement Associations, said: "The members of AAHSA have taken on a major commitment, but one which is essential to the future of the industry in the region."