L. lactis strain Plasma Series Sales Increase 40% From January To June Of This Year

Factors behind the strong performance

(1) Establishment of health measures that can be easily taken on a daily basis

With the recent changes in the environment, there is a growing need to maintain a healthy body and mind. Approaches to maintaining good health are not something that require a lot of money, time and effort, but people rather prefer easy approaches that they can implement in their daily lives, such as a regular lifestyle and daily diet, and a survey score for " I continue eat certain foods for my health" has improved compared to 2019. *1
The functional food market has also continued to grow in recent years, with sales of functional food products such as soft drinks and supplements increasing due to key factors such as ease of purchase by consumers, including the ability to purchase these products at familiar sales outlets such as supermarkets and convenience stores.*2 This indicates that more and more consumers want to maintain their daily health habits more easily.
*1 Intage Knowledge Gallery April 25, 2023 Published article New Living Landscape - Series: Past and Future (1) Awareness of Safety and Security https://gallery.intage.co.jp/ihr-column35/ (Japanese)
*2 Yano Research Institute Ltd. "Research on Health Food Market (2023)" (released April 14, 2023) https://www.yano.co.jp/press-release/show/press_id/3235 (Japanese)

(2) Expanding awareness of "Immune-Care" and a lineup that meets consumer needs

To meet the needs of our consumers who want to easily maintain their daily health habits, a total of 52 products*3 are being sold that are labeled with the functionality of immune functions using L. lactis strain Plasma" in various categories such as beverages, green juice, candy, and jelly, not only Kirin Holdings’ own products but also through collaboration with partner companies. As a result of creating an environment where people can easily get hold of the products and communicating the importance of immune care through TV commercials, in-store POP, and various other lifestyle scenes, The recognition rate of "immune care" has been steadily increasing, with an 8.9-point*4 increase in the recognition rate between January and June 2023.

*3 As of July 27, 2023 (Thursday)
*4 Kirin research Target: Men and women aged 20-69 nationwide, n=1,035, Survey method: Web, Target data: January 1 (Sunday), Jun 30 (Friday), 2023

Kirin Holdings’ Proprietary Ingredient L. lactis strain Plasma

L. lactis strain Plasma is a lactic acid bacteria (postbiotic) that supports the maintenance of immunity in healthy people. It has been reported in research papers that it is the first in the world*5 to work on pDC (plasmacytoid dendritic cells), a leader of the immune system. Kirin Holdings, KOIWAI DAIRY PRODUCTS CO., LTD., and KYOWA HAKKO BIO CO., LTD. have jointly conducted research on this product, and with the cooperation of universities and research institutions in Japan and overseas, 31 papers have been published and numerous presentations made at academic conferences.
*5 Lactococcus lactis strain Plasma was the first lactic acid bacteria reported to work on pDC in humans (based on information published in PubMed and the homepage of the Central Medical Journal).

Sales Trends by Category

[Beverage]

Total sales volume of beverages containing L. lactis strain Plasma increased 35% year-on-year in the period from January to June 2023.
The cumulative sales volume*6 of Kirin Oishii Immune Care since its launch has increased 2.1 times that of Kirin iMUSE Morning Immune Care, a significant increase. In June, Kirin Beverage launched two new products, Kirin Oishii Immune Care Calorie Off and Kirin Oishii Immune Care 200ml, a vending machine-only product, expanding the lineup of the Oishii Immune Care series. In particular, Kirin Oishii Immune Care Calorie-Off has been well received for its satisfying taste despite being calorie-free, and is attracting new Oishii Immune Care users.
In order to propose “immune care" to consumers throughout the year, Kirin Beverage launched Kirin Plasma Sports in April and launched Kirin Sekai no Kitchen Salty Lychee Plus as a new product that provides "immune care" during sports and daily hydration.
*6 Comparison over the same period of 99 days from the date of launch

[Yogurt]

The sales of Koiwai iMUSE Yogurt series for the cumulative January-June period of 2023 exceeded the previous year's level due to the growing health and immune care awareness associated with environmental changes in recent years, as well as the establishment of consumers who habitually consume and purchase the product. The total sales amount of large-volume type products, in particular, increased by more than double digits from the previous year due to a steady increase in the number of consumers who consume these products as a family or as a habit.

[Supplement]

Total sales of supplements containing L. lactis strain Plasma increased 35% year on year in the first six months of 2023. Kirin iMUSE Immune Care Visceral Fat Down, which contains “double-care” ingredients, was well received by people who are concerned about fat around the abdomen after their health checkups this spring and people who are concerned about being seen by the public and their immunity due to increased outings. As a result, cumulative sales for the period from January to June were approximately 2.5 times higher than planned.

[Partner Company Products]

Several new products are also being launched in 2023. KELLOGG (JAPAN) G.K. has released on June 26 All-Bran Immune Care which is the first "meal" type product (as opposed to a side dish or a snack) as a functional food containing L. lactis strain Plasma. Matsukiyo Cocokara & Co has released on Saturday, June 10 matsukiyo LAB Immune care L. lactis strain Plasma with Euglena. With these products, the number of functional food items containing L. lactis strain Plasma sold by ten partner companies has increased to 19 products*7. The development of a broad lineup of functional foods with immune function claims that are tasty and easy to consume has helped to establish an "immune care" habit and boost sales in the L. lactis strain Plasma business.
*7 As of July 27, 2023

Future developments

[Beverage]

The Oishii Immune Care series will continue to meet a wide range of consumer needs by offering a combination of taste and functionality to achieve the instilling of an "immune care" habit.
Kirin Plasma Sports and Kirin Sekai no Kitchen Kara Salty Lychee Plus will further strengthen their sales as beverages containing the thirst-quenching L. lactis strain Plasma.

[Yogurt]

In order to make the product accessible to more people, the design of the top lid of the large-capacity type will be changed from August onward to improve visibility by consumers.

[Supplement]

In response to the growing number of consumers who are taking Kirin iMUSE Immune Care Supplement on a habitual basis, a new 30-day supply (120 tablets) of Kirin iMUSE Immune Care Supplement will be available at drugstores nationwide from Tuesday, September 26.

[Partner Company Products]

Noevir Holdings Co., Ltd. have announced the release of Noevir L. lactis strain Plasma Aojiru to go on sale on nationwide stores and general e-commerce channels on September 5.