Symrise Celebrates 30 Years in China

16 Nov 2012

Symrise has been active on the Chinese market for thirty years. It all began in 1982 with the registration of “JV 003” as the third joint venture in Shanghai. This was a milestone, making Symrise the first international supplier of fragrances in mainland China. At the time, the company was called Cosfra-Florasynth, and became Symrise in 2003.

16 Nov 2012 --- Symrise operates two business divisions in China. Scent & Care develops, produces and markets fragrance compositions for perfumes, personal care products and household applications for the Chinese market, which it leads in the area of mint products for oral care. The company also supplies cosmetic ingredients and aromatic substances to Asia’s biggest market.

Flavor & Nutrition also plays a significant role for Symrise in China. The company produces flavorings and functional ingredients used in sweet and savory applications, such as snacks, beverages as well as food with functional added benefits – a major growth market in China. Symrise supplies many leading domestic and international companies with fragrances and flavors developed specifically for the Chinese market.

Over the past 30 years, Symrise has focused strongly on its presence in China and other growth markets. The Group’s Chief Executive Officer, Dr. Heinz-Jürgen Bertram, commented: “Innovation and creation are at the core of our business. We pride ourselves on being pioneers, an example of which was our entry onto the Chinese market 30 years ago. This vision has paid dividends. 48 % of our sales come from emerging countries, of which China is one of the most significant markets.”

Dr. Bertram continued: “Another factor crucial to our success is the very close cooperation with our strategic clients. In addition, sustainability forms the basis of our entire way of thinking and acting. That is why it is fully integrated into Symrise’s global and regional strategies and includes everything from environmentally friendly upgrades to our productions sites through to our active engagement in protecting the musk deer in China.”

Symrise has a total of four strategic sites in China: Shanghai, Beijing, Guangzhou and Taiwan. Production facilities are located in Shanghai Pudong, and in 2008, the company opened its first Creative Center in the heart of Shanghai, among the art galleries of Red Town. At the Creative Center, experts come together to develop new products for the Asian market, in an environment that is close to consumers and current trends.

Of primary importance to Symrise is direct contact with consumers and knowledge of their needs and preferences. To this end, a group of senior perfumers went on a scent expedition in 2011. They immersed themselves in the world of Chinese consumers and sought inspiration from indigenous plants. Symrise also conducted a study on the sweet preferences of children in China, whose results were fed directly into product development. In everything it does, Symrise always adheres to its guiding principle, “always inspiring more.”

Looking ahead, Symrise has ambitious growth plans. For the Scent & Care division, this will include increasing the production of perfume oils. The Flavor & Nutrition division will extend its powder mixing plant, spray drying and liquid mixing capabilities with a focus on automation and new process technologies to improve efficiency. And as part of its commitment to ecological sustainability, Symrise is to equip its production site in China with modern odor filter technology (RTO).