Summary

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

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Table of Contents

1. Methodology and Scope
1.1. Research Methodology
1.2. Research Objective and Scope of the Report
2. Definition and Overview
3. Executive Summary
3.1. Snippet by Type
3.2. Snippet by Ingredient
3.3. Snippet by Application
3.4. Snippet by Age
3.5. Snippet by Distribution Channel
4. Dynamics
4.1. Impacting Factors
4.1.1. Drivers
4.1.1.1. Consumer Preference for Low-Sugar or Sugar-Free Products
4.1.1.2. Rising Technological Advancements
4.1.2. Restraints
4.1.2.1. Regulatory and Compliance Challenges
4.1.3. Opportunity
4.1.4. Impact Analysis
5. Industry Analysis
5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. DMI Opinion
6. By Type
6.1. Introduction
6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
6.1.2. Market Attractiveness Index, By Type
6.2. Drinkable Yogurt*
6.2.1. Introduction
6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
6.3. Kombucha
6.4. Kefir
6.5. Tepache
6.6. Others
7. By Ingredient
7.1. Introduction
7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Ingredient
7.1.2. Market Attractiveness Index, By Ingredient
7.2. Lactobacillus*
7.2.1. Introduction
7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Streptococcus
7.4. Bifidobacterium
7.5. Others
8. By Application
8.1. Introduction
8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
8.1.2. Market Attractiveness Index, By Application
8.2. Gastrointestinal Health*
8.2.1. Introduction
8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.2.3. Gut Microbiota/Microbiome Balance
8.2.4. Digestion
8.2.5. Constipation
8.2.6. Bloating
8.2.7. Diarrhea
8.2.8. Leaky Gut
8.2.9. Inflammation
8.2.10. Immune System
8.2.11. Others
8.2.11.1. Gluten sensitivity
8.2.11.2. Abdominal Pain
8.2.11.3. GERD/Helicobacter pylori
8.2.11.4. Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment
8.2.11.5. Gut Flora/Gut Microbiome Restoration
8.2.11.6. Others
8.3. Vaginal Health
8.4. Urinary Tract Health
8.4.1. Kidney Stones
8.4.2. UTIs
8.4.3. Others
8.5. Oral Health
8.6. Anti/Healthy Ageing
8.7. Allergies/Asthma
8.8. Bone & Joint Health
8.8.1. Osteoarthritis
8.8.2. Osteoporosis/Low Mineral Bone Density
8.8.3. Inflammation
8.9. Brain/Mental Health
8.9.1. Sleep
8.9.2. Cognition
8.9.3. Mood
8.9.4. Depression
8.9.5. Focus
8.10. Cardiovascular Health
8.11. Circulation
8.12. Energy/Fatigue Reduction
8.13. Metabolic Syndrome/Blood Glucose
8.14. Liver Health
8.15. Energy
8.16. Immunity/Respiratory Infections
8.17. Nutrient Absorption
8.18. Skin-Hair-Nails
8.18.1. Atopic Dermatitis & Eczema
8.18.2. Acne
8.18.3. Rosacea
8.18.4. Hair Growth/Hair Loss
8.18.5. Skin Microbiome
8.18.6. Others
8.19. Sports
8.20. Women's Health
8.20.1. Fertility
8.20.2. Menopause
8.20.3. Pregnancy
8.20.4. Pcos
8.20.5. Vaginal Health & Health Vaginal Microbiome
8.20.6. Vaginal Infections (Bv/Vvc)
8.20.7. Pregnancy Outcomes
8.20.8. Others
8.21. Men’s Health & Men's Fertility
8.22. Weight Management
8.23. Pediatric Health
8.23.1. Colic
8.23.2. Constipation
8.23.3. Regurgitation
8.23.4. Atopic Dermatitis
8.23.5. Others
8.24. Others
9. By Age
9.1. Introduction
9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Age
9.1.2. Market Attractiveness Index, By Age
9.2. Infant*
9.2.1. Introduction
9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Children
9.4. Adults
9.5. Seniors
10. By Distribution Channel
10.1. Introduction
10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
10.1.2. Market Attractiveness Index, By Distribution Channel
10.2. Supermarkets/Hypermarkets*
10.2.1. Introduction
10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Pharmacies and Drug Stores
10.4. Convenience Stores
10.5. Online Retailers
10.6. Other Distribution Channels
11. Sustainability Analysis
11.1. Environmental Analysis
11.2. Economic Analysis
11.3. Governance Analysis
12. Competitive Landscape
12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis
13. Company Profiles
13.1. Yakult Honsha Co., Ltd.*
13.1.1. Company Overview
13.1.2. Type Portfolio and Description
13.1.3. Financial Overview
13.1.4. Key Developments
13.2. NISSIN FOODS HOLDINGS CO., LTD.
13.3. Asahi Group Foods, Ltd.
13.4. Meiji Holdings Co., Ltd.
13.5. Nihon kefir Co., Ltd.
13.6. MEGMILK SNOW BRAND Co., Ltd.
13.7. Nomura Dairy Products Co., Ltd.
13.8. Kirin Holdings Company, Limited (*LIST NOT EXHAUSTIVE)
14. Appendix
14.1. About Us and Services
14.2. Contact Us