Japan Probiotic Drinks Market - 2024-2027

Report Overview

The Japan Probiotic Drinks market recorded a value of US$ 2,376.80 million in 2023 and is expected to reach a value of US$ 3,601.49 million in 2027, growing at a CAGR of 11.07% during the forecast period (2024-2027).

Japanese consumers are increasingly prioritizing health and preventive care, reflecting a broader trend toward functional foods that support digestive health and overall wellness. Probiotic drinks, which contain beneficial bacteria that promote gut health, have gained popularity due to their perceived benefits in enhancing digestion, boosting immunity, and improving overall health. This growing awareness is supported by Japan's long history of consuming fermented foods like miso and natto, which aligns well with the introduction of probiotic beverages.

The market features a diverse range of probiotic drinks, including dairy-based options like yogurt drinks and non-dairy alternatives such as plant-based beverages. Leading brands like Yakult and Morinaga Milk Industry dominate the market, offering products with proven probiotic strains and health claims supported by extensive research.

Innovation is a key driver in this space, with companies continually developing new flavors, formulations, and functional ingredients to cater to evolving consumer preferences. For instance, in August 2023, Kirin, a Japan-based company introduced a version of its immune care postbiotic drink with 50% fewer calories, claiming to make it more accessible for health-conscious consumers without compromising on taste.

Market Drivers

Consumer Preference for Low-Sugar or Sugar-Free Products

Japanese consumers' growing concern about sugar intake has led companies to reformulate their probiotic drinks to reduce sugar content without compromising taste or effectiveness. For example, Yakult Honsha has introduced variants of its flagship product, Yakult, with reduced sugar content, catering to health-conscious consumers who seek the benefits of probiotics while avoiding excessive sugar. These lower-sugar options appeal to a demographic increasingly vigilant about their sugar consumption.

The demand for sugar-free products has led to the development of entirely sugar-free probiotic drinks. Brands such as Morinaga Milk Industry have launched probiotic drinks with alternative sweeteners or natural sugar substitutes like stevia. These products cater to consumers with specific dietary needs or those who follow a low-carbohydrate lifestyle, expanding the market segment for probiotic drinks that meet these preferences. Retailers in Japan have adapted to consumer preferences by expanding the availability of low-sugar and sugar-free probiotic drinks.

Rising Technological Advancements

Japanese companies are at the forefront of developing sophisticated fermentation technologies that ensure the precise control of probiotic production. For instance, companies like Yakult Honsha utilize advanced fermentation processes to cultivate specific probiotic strains like Lactobacillus casei Shirota. This technology enhances the viability and efficacy of probiotics in their drinks, ensuring that consumers receive a high-quality product with proven health benefits.

In June 2021, TCI JAPAN's SCIENCE OF PROBIOTICS announced the launch of its patented high-efficiency fermentation process, allowing each tiny bottle to contain 100 billion live probiotics, equivalent to the total count in ten typical lactic acid bacteria drinks. This cutting-edge technology ensures that high levels of live bacteria are preserved, offering consumers potent and effective probiotic beverages.

Moreover, in Japan, there is a growing trend to integrate probiotic products with digital health platforms. Some companies offer mobile apps that track probiotic intake and health metrics, providing personalized recommendations based on user data. This integration enhances consumer engagement and supports personalized health management, as seen in apps developed by brands like Yakult, which offer insights into health and wellness based on probiotic consumption.

Market Restraints

Regulatory and Compliance Challenges

In Japan, the Ministry of Health, Labour, and Welfare (MHLW) enforces rigorous standards for health claims made on food products. To make a health claim, such as stating that a probiotic drink improves digestive health or boosts immunity, companies must provide robust scientific evidence demonstrating the efficacy of their products. This process involves extensive clinical trials and documentation, which can be both time-consuming and costly.

The process for obtaining approval for new probiotic strains or formulations can be particularly challenging in Japan. The need to demonstrate that new strains are both effective and safe involves comprehensive testing and extensive documentation. For instance, probiotic strains must be evaluated for their viability and efficacy in clinical trials, which can delay market entry. This approval process can be a barrier to innovation and limit the introduction of new products or strains to the market.

Segment Analysis

The Japan probiotic drinks market is segmented based on type, ingredient, application, age, and distribution channel.

Drinkable Yogurt's Popularity as a Convenient, Nutritious Option Drives the Segment Growth

Drinkable yogurt holds a significant share in the Japan probiotic drinks market, primarily due to its health benefits and convenience. Japanese consumers have increasingly embraced drinkable yogurt as a tasty and practical way to incorporate probiotics into their daily diets. The fermented dairy beverage is known for its ability to improve gut health, enhance digestion, and boost the immune system, making it a popular choice among health-conscious individuals.

The rise of health awareness and preventive healthcare has led to increased demand for probiotic-rich foods, with drinkable yogurt being a convenient and enjoyable option. To fulfil, this growing demand, manufacturers are launching a wide range of products for various applications. For instance, in March 2020, Megmilk Snow Brand launched Nyu-San-Kin Helve, the first yogurt drink designed to reduce allergy symptoms, containing one billion of the probiotic L. helveticus SBT2171 per bottle.

Sustainability Analysis

Many companies are prioritizing organic ingredients, reducing chemical inputs, and sourcing local produce to minimize their carbon footprint. Additionally, the use of eco-friendly packaging materials, such as biodegradable or recyclable containers, is becoming more prevalent. The Japanese market also emphasizes waste reduction, with initiatives aimed at minimizing food waste during production and encouraging consumers to recycle.

To achieve "net zero greenhouse gas emissions by 2050," Yakult is actively reducing greenhouse gas emissions across its entire value chain. The company is focusing on making plastic containers and packaging more sustainable by lightening their weight and switching to easily recyclable materials, such as biomass. These efforts aim to minimize the environmental impact of their packaging.

Unmet Needs

The Japanese market has a strong affinity for traditional fermented products like miso and yogurt, which already incorporate probiotics. However, there is a need for greater innovation in probiotic drinks to differentiate them from existing offerings. This includes the development of new and unique probiotic strains with specific health benefits, novel flavors, and functional ingredients that cater to evolving consumer preferences.

Japanese consumers are highly discerning and often seek products backed by credible scientific evidence. Probiotic drinks with clear, substantiated health claims and transparent labelling can cater to this need. Providing detailed information on the strains used, their proven benefits, and the clinical research supporting these claims can enhance consumer trust and encourage adoption.

Market Competitive Landscape

The major players in the market include Yakult Honsha Co., Ltd., NISSIN FOODS HOLDINGS CO., LTD., Asahi Group Foods, Ltd., Meiji Holdings Co., Ltd., Nihon kefir Co., Ltd., MEGMILK SNOW BRAND Co., Ltd., Nomura Dairy Products Co., Ltd., and Kirin Holdings Company, Limited.

By Type

Drinkable Yogurt

Kombucha

Kefir

Tepache

Others

By Ingredient

Lactobacillus

Streptococcus

Bifidobacterium

Others

By Application

Gastrointestinal Health

Gut Microbiota/Microbiome Balance

Digestion

Constipation

Bloating

Diarrhea

Leaky Gut

Inflammation

Immune System

Others

Gluten sensitivity

Abdominal Pain

GERD/Helicobacter pylori

Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment

Gut Flora/Gut Microbiome Restoration

Others

Vaginal Health

Urinary Tract Health

Kidney Stones

UTIs

Others

Oral Health

Anti/Healthy Ageing

Allergies/Asthma

Bone & Joint Health

Osteoarthritis

Osteoporosis/Low Mineral Bone Density

Inflammation

Brain/Mental Health

Sleep

Cognition

Mood

Depression

Focus

Cardiovascular Health

Circulation

Energy/Fatigue Reduction

Metabolic Syndrome/Blood Glucose

Liver Health

Energy

Immunity/Respiratory Infections

Nutrient Absorption

Skin-Hair-Nails

Atopic Dermatitis & Eczema

Acne

Rosacea

Hair Growth/Hair Loss

Skin Microbiome

Others

Sports

Women's Health

Fertility

Menopause

Pregnancy

Pcos

Vaginal Health & Health Vaginal Microbiome

Vaginal Infections (Bv/Vvc)

Pregnancy Outcomes

Others

Men's Health & Men's Fertility

Weight Management

Paediatric Health

Colic

Constipation

Regurgitation

Atopic Dermatitis

Others

Others

By Age

Infant

Children

Adults

Seniors

By Distribution Channels

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Other Distribution Channels

Key Developments

In March 2021, Yakult Honsha is expanding sales of its Yakult 1000 probiotic drink, which features the proprietary Lactobacillus casei strain Shirota. This formulation is designed to relieve stress and enhance sleep quality. The product will be made available across all of Japan, catering to the growing demand for health-focused beverages.

Why Purchase the Report?

To visualize the Japan probiotic drinks market segmentation based on type, ingredient, application, age, and distribution channel, as well as understand key commercial assets and players.

Identify commercial opportunities by analyzing trends and co-development.

Excel data sheet with numerous data points of Japan probiotic drinks market-level with all segments.

PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.

Product mapping available as excel consisting of key products of all the major players.

The Japan probiotic drinks report would provide approximately 39 tables, 58 figures and 210 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies