L. lactis strain Plasma Series Sales Increase 40% Year-on-Year

Factors behind the strong performance

(1) Consumers' high interest in immunity

According to a Kirin Holdings survey*1 , immunity ranked in the top 5 health issues perceived by consumers, ahead of stress, sleep, and moderate exercise.
1 Research Target: Men and women aged 20-69 nationwide, n=30,000, Survey method: Web, Survey period: September 2022

(2) Wide range of product lineup

According to a Kirin Holdings’ survey*2 , the number one product category that consumers eat and drink to maintain their immunity is yogurt, followed by fermented foods, dairy products, tea, and lactic acid beverages, indicating that consumers are taking care of their immunity through a number of products.
L. lactis strain Plasma, as a postbiotic can act on pDCs (plasmacytoid dendritic cells) in the same way for both live and non-viable bacteria, and can be used in a wide range of foods such as candies and supplements. In collaboration with partner companies, the lineup of functional immune function products has been expanded to 38 products in 2022.
Consumers appreciate the fact that they can take care of their immune system with products that suit their needs, and the number of new and continuing purchasers is increasing.
2 Research target: Men and women aged 20-69 nationwide, n=3,146, Survey method: Web, Survey period: August 2022

(3) Increase in awareness rate of L. lactis strain Plasma

Due to the growing interest in health and immunity and the expansion of L. lactis strain Plasma lineup with scientific evidence, the recognition rate for the L. lactis strain Plasma name reached its highest ever score*3 as of last December, nearly doubling compared to 2018.
3 According to Kirin Holdings research, December 2022

About L. lactis strain Plasma

L. lactis strain Plasma is a 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*4 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.
4 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

[Beverages]

Annual sales volume of beverages containing L. lactis strain Plasma increased by approximately 20% from the previous year to 6.59 million cases, a significant increase.
The nationwide rollout of Kirin iMUSE Morning Immune Care in March 2022 and its steady introduction into mass merchandisers contributed to strong sales. In particular, the six-pack was well received by consumers, especially women, who are concerned about the health of their families and others, leading to increased demand for bulk purchases.
The sales volume of iMUSE 500ml PET bottles increased approximately 20% year-on-year as a result of growth in sales volume throughout the year, especially growth of Kirin iMUSE Yogurt Taste, due to the continued rise in health consciousness among consumers.

[Supplements]

Total annual sales of iMUSE supplements increased significantly, up approximately 80% from the previous year. Kirin iMUSE Immune Care Good Sleep Plus, launched in October, and Kirin iMUSE Immune Care Visceral Fat Down, launched in November, are Japan's first*5 supplements that provide “double care” (providing two types of functions at the same time). These products were well received for their value in providing two types of care easily, and many consumers took up the product on a trial basis, with sales of Kirin iMUSE Immune Care Good Sleep Plus increasing approximately 70% from the target and sales of Kirin iMUSE Immune Care Visceral Fat Down increasing 4.5 times from the target.
5 Kirin iMUSE Immune Care Good Sleep Plus: Combined with Kirin's Food with Functional Claims labeling, which was the first in Japan to have a notification published for two functions: immunity and sleep.
Kirin iMUSE Immune Care Visceral Fat Down: The first supplement in Japan to be publicly reported as a functional food with two functions: immunity and visceral fat.

FANCL CORPORATION’s (FANCL) Meneki Support product contains L. lactis strain Plasma that act as a leader of the immune system. It also contains the recommended daily intake of vitamin C and vitamin D, and has received high acclaim. FANCL sells two types of products, a granule type and a chewable type, which can be selected according to the consumer’s preference and the where and when it is intended to be used.

[Yogurt]

With the increase in health and immune care awareness, the number of customers who habitually consume and purchase products containing L. lactis strain Plasma has increased. As a result, annual shipments of iMUSE brand yogurt increased approximately 40% from the previous year.
Among large-size containers, Koiwai iMUSE Yogurt low fat, which was launched in September, performed well, growing approximately 70% from the previous year.

[Partner Company Products]

Kirin Holdings has launched five new foods with functional claims for immune function in 2022 in collaboration with Nihon Yakken Co., Ltd., Taisho Pharmaceutical Co., Ltd., and TOKIWA Pharmaceutical Co. Ltd. The products themselves were highly acclaimed for their delicious taste and the fact that L. lactis strain Plasma can be easily ingested in a wide range of product lines, helping the “immune care” habit to take root and expanding sales of the L. lactis strain Plasma lineup.