Success Case Study: Meiji's Probiotic Yogurt ; Discovery of lactic acid bacterial strains with specific health benefits
Japan's yogurt market has been seeing steady growth, at 6.82% CAGR between 2007 and 2015, which is a higher rate than other major categories in the dairy sector such as milk and cheese. The growth has been supported by increasing health issues among Japanese consumers, and yogurt has been established in Japan as a healthy food. In particular, functional yogurt, featuring specific lactic acid bacteria for specific health benefits, has seen major developments in the category, contributing to the sales growth.
Meiji has been continually researching new strains of lactobacilli. This has resulted in the creation of three functional yogurts that claim to deliver added health value. In 2014, this product series had sales of JPY87.2bn ($720m).
Japan's probiotic yogurt market has proven there are unique ways to promote yogurt to meet consumer needs. For example, types of lactic acid bacteria can be used for consumers to identify functionality, or can be used as consumer selection criteria for yogurt.
""Success Case Study: Meiji's Probiotic Yogurt"" is part of Canadean Consumer's Successes and Failures research and explores the success of Meiji's probiotic yogurt series in Japan.
WHAT? Understand the innovative features of Meiji's probiotic yogurt products.
WHY? Discover how Meiji's probiotic yogurt series appeals to Japanese consumers.
TAKE-OUT: Learn from Meiji's success, and seek further opportunities in probiotic yogurt.
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