L. lactis strain Plasma series sales increase around 40% year-on-year to achieve the target of 20 billion yen

Factors behind the strong performance

(1) Increased health awareness and behavioral changes

A survey conducted by the Kirin Group in 2023*2 revealed that, in line with society-wide changes in our environment, people are becoming increasingly aware of the need to be “healthy from the inside out” and to “protect their own health”. In another survey,*3 when asked which specific things people have become more aware of, as shown in the figure below, “washing hands, disinfecting, etc.,” ranked first in 2022, but in 2023, “diet and nutrition” ranked first, and the scores for “sleep” and “exercise” increased significantly from 2022. In addition, the top three items on which respondents spend money to improve their health were “supplements,” “shoes/footwear for walking/running,” and “muscle-building training equipment for use at home,” all of which can be done “easily” and “by myself.”*3 Customers continue to be highly health conscious, which is reflected in a positive change in behavioral patterns toward improving their health.
2 Kirin Beverage Company, Limited, survey on “rising awareness.” Target: men and women aged 20-69 nationwide, n=10,000, period: April 15 to April 16, 2023.
3 Meiji Yasuda Life Insurance Company survey on “health,” September 2023
https://www.meijiyasuda.co.jp/profile/news/release/2023/pdf/20230906_01.pdfPDF：1.07MB

(2) Expansion of the “immune care” market

In 2023, in collaboration with new partner companies, we launched products with substantiated claims for immune function, such as green juice, cereal, and jelly, etc. As a result, the product lineup expanded to 59 products,*4 and the recognition rate of the phrase “immune care” reached its highest ever.*5 In addition to products containing LC-Plasma, several other food products with substantiated immune function claims have also been launched, and the “immune care” market is gradually expanding.
4 As of December 31, 2023.
5 According to Kirin Holdings, December 2023.

(3) Boost to the reputation of LC-Plasma

In January 2023, the discovery, research, and commercialization of LC-Plasma received the Minister of Education, Culture, Sports, Science and Technology Award at the 11th Technology Management and Innovation Awards, which recognize outstanding examples of innovation that have had a significant impact on society. In May 2023, we received the Imperial Invention Award at the 2023 National Commendation for Invention sponsored by the Japan Institute of Invention and Innovation. This award was given in recognition of the invention and efforts related to the discovery and commercialization of LC-Plasma. It was the first time that this award was given for a health food substance and the first time in 59 years that a food company received it. Receipt of the prestigious awards has led to further enhancement of the reputation of LC-Plasma as a reliable substance.

Sales trends by category

Beverages

Annual sales volume of beverages containing LC-Plasma increased significantly to 8.96 million cases, up approximately 40% from the previous year.
In the chilled beverage category, Kirin Oishii Immune Care, which was launched in March 2023, showed significant growth throughout the year. Two products, Kirin Oishii Immune Care Calorie Off and Kirin Oishii Immune Care 200ml PET bottle (vending machine only product) were launched in June, and in October Kirin Oishii Immune Care Sleep, which supports “improved sleep quality”*6 and “immune care,” was launched to expand customer contacts for the Oishii Immune Care series.
In the dry beverage category, sales of the iMUSE brand, centered on Kirin iMUSE Yogurt Taste, grew. We also aimed to expand the “immune care” market in the summer season by launching Kirin Plasma Sports and Kirin Sekai-no-Kitchen-Kara SALTY LITCHI Plus to capture “immune care” users in the sports scene and to meet the demand for rehydration products.
6 Supports improved depth of sleep and waking up refreshed [GABA research report].

Supplements

Total annual sales of iMUSE supplements increased significantly, up approximately 50% from the previous year. Aggressive development of TV commercials and mail-order advertising, as well as live broadcasts on the Shop Channel, a mail-order and TV shopping channel, attracted attention from customers and led to increased sales. In particular, Kirin iMUSE Immune Care and Visceral Fat Down, which contains double-care ingredients, was well received by those who had become aware of fat around the abdomen during spring health checkups, as well as those who are concerned about how they look and who are conscious of immune care, given the increased opportunities to socialize. In November 2023, we launched Kirin iMUSE Immune Care Healthya Visceral Fat Down, which was jointly developed with the Kao Healthya brand, and as a result, the annual sales amount was approximately 1.3 times higher than projected.

FANCL CORPORATION’s (FANCL’s) Meneki Support product contains LC-Plasma that acts 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 forms of the product, granular and chewable, to suit the consumer’s preference and where and when it is intended to be used.

Yogurt

In 2023, shipments of the Koiwai iMUSE Yogurt brand grew 112% year on year compared to 2021. The yogurt market expanded significantly, thanks to strong sales since autumn, when awareness of “immune care” began to grow. Sales of the large-volume type (400 g) were particularly strong, with both sales and unit sales exceeding those of the previous year.

Partner company products

In 2023, IM Corporation, Coca-Cola (Japan) Company, Limited., Matsukiyococokara & Co., KELLOGG (JAPAN) G.K., Noevir Co., Ltd., and Kao Corporation launched a total of 12 new food products with immune function claims. The number of functional food products containing LC-Plasma sold through partner companies has expanded to 23 products from 12 companies*7. By developing a broad lineup of functional foods with substantiated immune function claims that are tasty and easy to consume, we have promoted the establishment of the “immune care” habit.
7 As of December 31, 2023.

Functional foods
Kirin Oishii Immune Care Sleep
＜Reported indication＞
This product contains LC-Plasma (L. lactis strain Plasma) and gamma-aminobutyric acid (GABA). LC-Plasma acts on pDCs (plasmacytoid dendritic cells) and is reported to help maintain immune function in healthy people, while GABA is reported to help improve sleep quality (depth of sleep and waking up refreshed).

Kirin iMUSE Immune Care and Visceral Fat Down
＜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.
This product contains isoflavones (as tectorigenins) derived from kudzu flowers which have been reported to help reduce body weight, abdominal fat (visceral and subcutaneous fat), and waist circumference in obese people.

Kirin iMUSE Immune Care Healthya Visceral Fat Down
＜Reported indication＞
This product contains LC-Plasma (L. lactis strain Plasma). Plasma lactobacilli act on pDCs (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.
This product contains chlorogenic acids derived from coffee beans which have been reported to reduce visceral fat in people with a high BMI.

All-Bran Immune Care
＜Reported indication＞
This product contains arabinoxylan derived from wheat bran and LC-Plasma (L. lactis strain Plasma). Wheat bran-derived arabinoxylan is a fermentable dietary fiber that has been reported to improve the intestinal environment by increasing butyric acid bacteria in the intestines, known as good bacteria, and increasing butyric acid. In addition, wheat bran-derived arabinoxylan derived from wheat bran is also reported to improve bowel movements by regulating the condition of the stomach. LC-Plasma is reported to work on pDCs (plasmacytoid dendritic cells) and help maintain immune function in healthy people.

Healthya Green Tea Plus Immune Care
＜Reported indication＞
This product contains tea catechins which have been reported to have the ability to reduce visceral fat in people with a high BMI. This product contains LC-Plasma (L. lactis strain Plasma) which act on pDCs (plasma cytoid dendritic cells) and are reported to help maintain immune function in healthy people.

Functional foods other than those listed above
＜Reported indication＞
This product contains LC-Plasma (L. lactis strain Plasma). L. lactis strain 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 LC-Plasma

LC-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*8 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.
8 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).