［Health Science domain］

L. lactis strain Plasma Series Sales In 2024 Exceed 23 Billion Yen

February 14, 2025

Kirin Holdings Company, Limited

In Japan, expanded users of “immune care” products by promotions that captured the growing health consciousness of consumers, as well as through year-round “immune care” initiatives.
Overseas, sales of LC-Plasma increased as a result of the steady performance of iMUSE, a beverage containing LC-Plasma in Vietnam, due to the growing health consciousness in Asia,
The number of functional foods containing LC-Plasma sold through partner companies in Japan has increased to 18 products from 10 companies

TOKYO, February 14, 2025 - Kirin Holdings Company, Limited’s (Kirin Holdings) business related to its proprietary material LC-Plasma [postbiotic] has been doing well, with annual sales in 2024 topping 23 billion yen*1 , a 10% increase over the previous year.
1 January - December 2024 Based on internal sales amount data

Factors Behind the Strong Performance

1.[Japan] Development of promotions to capture the growing health consciousness

According to the “Consumer Trends Survey*2” conducted in 2024, the trend for “health-consciousness” in relation to food continues to be high. In a separate survey*3 on changes in health consciousness, the number of respondents who want to spend money on health measures to prepare in advance, such as health checkups, has been on an upward trend since 2018, indicating that consumers' health consciousness is continuing to increase. In line with growing health needs, Kirin Holdings was conscious of appealing to consumer trust in the effectiveness of these products in an easy-to-understand manner so that they can take health measures with peace of mind, and in 2024, Kirin Holdings developed advertisements showing the function and mechanism of LC-Plasma that support the maintenance of immune function in healthy people. In a survey on TV commercials and web video advertisements, Kirin Holdings received the highest score among all LC-Plasma advertisements to date in the Trust category*4. It is presumed that consumer trust in the effectiveness of the health measures led them to purchase products containing LC-Plasma.

2 Consumer Trend Survey, January and July 2024 (N=2,000), surveyed by Japan Finance Corporation's Agriculture, Forestry and Fisheries Business.
1,000 men and women each in their 20s to 70s nationwide
3 Hakuhodo Institute of Life and Living study Seikatsu Fixed Point survey 2024 (N=2,510)
4 Creative Chart Survey by Video Research, December 2020~November 2024, all 14 materials (each N=540, males and females aged 15-69 in the Kanto region, Tokyo and 6 prefectures)

2.[Japan] Year-round "Immune Care" Initiatives

Until now, Kirin Holdings has been focusing on “immune care*5” initiatives centered around the winter season, when people are concerned about managing their health, but in 2024, Kirin Holdings became aware of growing health needs and implemented “immune care” initiatives throughout the year. In spring, Kirin Holdings set up an “Immune Care Vending Machine” for a limited time as an “Immune Care” awareness event focusing on the temperature differences at the start of the season,*6 and in summer, Kirin Holdings implemented a new “Immune Care” project in collaboration with five cities with extreme heat as a health measure against the intense heat*7. In winter, Kirin Holdings promoted “Immune Care” through a new initiative, a campaign in collaboration with the popular anime series “Cells at Work!” (©Akane Shimizu / KODANSHA, Aniplex, davidproduction), and the distribution of original videos, and Kirin Holdings was able to expand the number of “immune care” users through its “immune care” initiatives throughout the year.*8
5 Supporting the maintenance of immune function in healthy people (research report on plasma lactic acid bacteria).
6 Kirin News Release About 90% of respondents said they feel a "difference in cold temperatures" in spring, and about 70% said it is "difficult to manage one's physical condition. (Japanese)
7 Kirin News Release Last year, Kumagaya had 35 extremely hot days, about 1.5 times as many as Tokyo*1! Kirin supports people who work in extremely hot weather by providing immune care to help them manage their physical condition. (Japanese)
https://prtimes.jp/main/html/rd/p/000000013.000086647.html
8 Kirin News Release Kirin and the popular TV animation "Cells at Work!" collaborate to launch "Hatarake My Cells" campaign on December 2 (Mon.) | Kirin Beverage Company, Limited Press Release (prtimes.jp, Japanese)
https://prtimes.jp/main/html/rd/p/000000020.000117612.html

3.[Overseas] Growing Health Consciousness in the Asia Region

According to a survey conducted by Euromonitor International in 2024*9, the number of people in the Asia-Pacific region who are concerned about what they eat has increased in recent years, and there is a demand for convenient and reasonably priced health foods. In Southeast Asia, the study also found that 58% of consumers in six major Southeast Asian countries want healthy ingredients in food and beverage products, and 47% say they read nutrition labels carefully. One in two consumers said they would be willing to pay more for healthy ingredients, indicating a growing awareness of food safety in health.
9 Euromonitor International study Asia-Pacific region where consumer health consciousness is accelerating - Growing demand for healthy foods and the importance of nutrition labeling: https://www.euromonitor.com/press/press-releases/december-2024/wellness-trends-in-apac

About LC-Plasma

LC-Plasma is a heat-killed lactic acid bacteria that supports the maintenance of immunity in healthy people. It has been reported in research papers that it is the first in the world*10 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, 33 papers have been published and numerous presentations made at academic conferences.
10 LC-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

Supplements

Total annual sales of iMUSE supplements were strong, up approximately 30% from the previous year.
The sales growth was due to the fact that Kirin Holdings was able to continuously increase the number of regular customers since June by stepping up sales promotion mainly through its own online business. In addition, sales of the W-Care series products, which are designed to meet the needs for physical condition management such as sleep and visceral fat were strong, up 70% from the previous year. In particular, Kirin iMUSE Immune Care + 8 Multivitamins, whose lineup was expanded for distribution companies due to strong sales through e-commerce was well received, especially by those who want to efficiently manage their physical condition. Sales were up 40% from the previous year.
FANCL CORPORATION’s (FANCL) Meneki Support product contains LC-Plasma. It also contains enough vitamin C and vitamin D for one day*11 and is available in granule and chewable types for families to choose from according to their preferences and usage scenarios.
11 Nutrient Labeling Standard Values (18 years and older, as a percentage of the standard calorie content of 2,200 kcal), 2020 edition

Beverages

Annual sales volume of beverages containing LC-Plasma amounted to 9.63 million cases, up approximately 10% from the previous year.
In the chilled beverage category, sales of the Kirin Oishii Immune Care series, which was relaunched in March 2024 were strong, growing approximately 50% over the previous year. In particular, sales of Kirin Oishii Immune Care Calorie-Off grew significantly, up approximately 60% year on year, due to the favorable reception*12 of the renewed taste.

In the chilled beverage category, Kirin iMUSE Green, launched in November 2024, was well received by a wide range of consumers, including those who do not drink functional food beverages daily*13. The iMUSE series has captured "immune care" users, mainly among those with latent immune needs, by capturing their needs for easy physical condition management.
12 Kirin Beverage survey (taste evaluation N=124)
13 Kirin News Release Kirin iMUSE Green sold over 5.4 million bottles, approximately 70% of its annual target, in the first five days after its launch! Kirin iMUSE Green" is selling well! (Japanese)

Yogurts

In 2024, sales of the Koiwai Immune Care Yogurt brand achieved double-digit growth over the previous year, thanks to strong sales thanks to a renewal in March and stronger sales in the fall and winter months. In particular, sales of the large-volume type, including 400g Koiwai Immune Care Yogurt Sweetness Refreshing, grew due to an increase in repeat purchases by customers who buy the individual serving type (100g), driving the brand. In addition, consumer surveys showed that consumers enjoy eating these products not only for their functional purpose, but also for the combination with fruits and other foods*14. Kirin Holdings will continue to offer table-top suggestions and information on daily “immune care” habits through in-store exposure and eating experiences, with the aim of turning customers into loyal fans.
14 Internet survey conducted by Koiwai Dairy Industry from August 30 (Fri.) to September 3 (Tue.), 2024 (N=923, males and females aged 20-69)

Partner Company Products

Wada Calcium Pharmaceutical Co., Ltd., launched tablets that provide “double care” for bone density and immune care, and Takano Foods Co., Ltd. launched a new type of natto that contains LC-Plasma in the sauce, bringing the total number of companies selling functional foods containing plasma lactobacilli through partner companies to 10 companies and 18 products*15. By developing functional foods with new immune functions through products that have an affinity with healthy habits, Kirin Holdings is promoting the establishment of the "immune care" habit.
15 As of December 31, 2024

Overseas

In 2024, sales of KIRIN iMUSE, a beverage containing LC-Plasma developed by INTERFOOD SHAREHOLDING COMPANY – a Kirin Group company in Vietnam - remained strong, and new customers were acquired for sales of LC-Plasma to outside companies. As a result, overseas sales of LC-Plasma grew significantly, exceeding 200% of the previous year's level.

Functional Foods

Bone density and Immunity Care tablets
[Reported Indication]
This product contains maltobionic acid Ca and Lactobacillus plasma (L. lactis strain Plasma). Maltobionic acid Ca has been reported to help maintain bone density, which declines with aging. Plasma lactobacilli act on pDC (plasmacytoid dendritic cells) and have been reported to help maintain immune function in healthy individuals.

Functional foods other than those listed above
[Reported indication]
This product contains LC-Plasma (L. lactis strain Plasma). LC-Plasma acts on pDCs (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.

Notes:
1 Diet should include staple foods, main dishes, and side dishes for a balanced diet.
2 These products have not been approved by the government.
3 These products are not intended to diagnose, treat, or prevent disease.

About Kirin Holdings

Kirin Holdings Company, Limited is an international company that operates in the Food & Beverages domain (Food & Beverages businesses), Pharmaceuticals domain (Pharmaceuticals businesses), and Health Science domain (Health Science business), both in Japan and across the globe.

Kirin Holdings can trace its roots to Japan Brewery which was established in 1885. Japan Brewery became Kirin Brewery in 1907. Since then, the company expanded its business with fermentation and biotechnology as its core technologies, and entered the pharmaceutical business in the 1980s, all of which continue to be global growth centers. In 2007, Kirin Holdings was established as a pure holding company and is currently focusing on boosting its Health Science domain.

Under the Kirin Group Vision 2027 (KV 2027), a long-term management plan launched in 2019, the Kirin Group aims to become A global leader in CSV*, creating value across our world of Food & Beverages to Pharmaceuticals. Going forward, the Kirin Group will continue to leverage its strengths to create both social and economic value through its businesses, with the aim of achieving sustainable growth in corporate value.

* Creating Shared Value. Combined added value for consumers as well as for society at large.