Kirin Holdings Company, Limited’s (Kirin Holdings) business centered on their proprietary substance LC-Plasma [postbiotic] is experiencing robust growth amidst the expanding “immune care” market. This growth is propelled by increasing health consciousness among consumers and their shift towards healthier behavioral patterns, as well as the external validation of LC-Plasma’s effectiveness. In 2023, the business achieved its annual sales target of 20 billion yen, marking a notable 40% increase from the previous year. Several key factors contribute to this remarkable performance:
- Rising Health Awareness and Behavior Changes: Surveys conducted by the Kirin Group indicate a growing societal emphasis on holistic health and self-protection. In response, consumers are prioritizing actions such as improving diet, sleep, and exercise habits. This heightened health consciousness is reflected in their spending habits, with a focus on easily accessible health-improving products.
- Expansion of the “Immune Care” Market: Collaborations with new partners have led to the introduction of products boasting immune function claims, such as green juice, cereal, and jelly. This has significantly expanded the product portfolio to 59 items, with a concurrent rise in awareness of the “immune care” concept. The market for such products is steadily growing, with LC-Plasma playing a pivotal role.
- Enhanced Reputation of LC-Plasma: Recognition from prestigious awards, including the Minister of Education, Culture, Sports, Science and Technology Award and the Imperial Invention Award, has solidified LC-Plasma’s reputation as a dependable substance. These accolades underscore the innovation and societal impact of LC-Plasma, further bolstering consumer trust.
Sales Trends by Category:
- Beverages: Sales of beverages containing LC-Plasma surged by approximately 40% year-on-year, reaching 8.96 million cases. Notable growth was observed in products like Kirin Oishii Immune Care, which offers variants catering to different consumer preferences and needs, such as calorie reduction and sleep support.
- Supplements: Total sales of iMUSE supplements witnessed a significant uptick of around 50%. Strategic marketing initiatives, including TV commercials and live broadcasts, contributed to this growth. Products like Kirin iMUSE Immune Care and Visceral Fat Down were particularly well-received, addressing consumer concerns related to immune health and weight management.
Innovations like FANCL’s Meneki Support, containing LC-Plasma along with essential vitamins, further illustrate the diverse applications and high acclaim garnered by LC-Plasma in the health supplement market.
Yogurt Shipments of the Koiwai iMUSE Yogurt brand witnessed a remarkable 112% year-on-year increase in 2023 compared to 2021. This surge in demand reflects the substantial expansion of the yogurt market, driven particularly by robust sales since autumn, coinciding with the growing awareness of “immune care.” Sales of the large-volume type (400 g) experienced notable growth, surpassing both sales and unit figures from the previous year.
Partner Company Products In 2023, several esteemed companies, including IM Corporation, Coca-Cola (Japan) Company, Limited., Matsukiyococokara & Co., KELLOGG (JAPAN) G.K., Noevir Co., Ltd., and Kao Corporation, collectively introduced 12 new food products boasting immune function claims. The range of functional food items containing LC-Plasma available through partner companies has expanded to 23 products from 12 companies*7. This concerted effort to offer a diverse array of functional foods with proven immune function claims, coupled with their delicious and convenient nature, has been instrumental in fostering the adoption of the “immune care” habit.
Functional Foods
- Kirin Oishii Immune Care Sleep This product contains LC-Plasma (L. lactis strain Plasma) and gamma-aminobutyric acid (GABA). LC-Plasma supports immune function maintenance in healthy individuals, while GABA aids in improving sleep quality.
- Kirin iMUSE Immune Care and Visceral Fat Down This product contains LC-Plasma (L. lactis strain Plasma), known for its immune function support, and isoflavones derived from kudzu flowers, which help reduce body weight and abdominal fat.
- Kirin iMUSE Immune Care Healthya Visceral Fat Down With LC-Plasma and chlorogenic acids derived from coffee beans, this product aids in maintaining immune function and reducing visceral fat.
- All-Bran Immune Care Featuring arabinoxylan from wheat bran and LC-Plasma, this product improves the intestinal environment and supports immune function.
- Healthya Green Tea Plus Immune Care With tea catechins and LC-Plasma, this product assists in reducing visceral fat and maintaining immune function.
Functional Foods Beyond the Listed These products containing LC-Plasma are aimed at maintaining immune function in healthy individuals, offering a comprehensive approach to wellness.
*Notes:
- It’s essential to maintain a balanced diet, including staple foods, main dishes, and side dishes.
- These products have not received government approval.
- They are not intended to diagnose, treat, or prevent any diseases.
