Q&A with Yakult

Getting to the core of the dairy probiotics sector, we had the pleasure of chatting with Reshma Patel, the Marketing Manager at Yakult UK. In this interview, we explore the current trends in gut health and Yakult’s plans for growth in this dynamic industry.

1. What are some of the biggest trends in the dairy probiotics sector right now?

The emerging trend we’ve seen is the expansion of probiotics and gut health claims beyond the non-dairy sector, in products such as juices, pet food and other areas. The growing recognition of the importance of the gut presents an opportunity for brands to enhance the value of their products. However, consumers should be aware that if a product claims to be probiotic they should check labelling for bacteria strain name, quantity and storage instructions - not all bacteria are probiotic bacteria, and a probiotic should be produced under strict conditions and backed by a large catalogue of research.

Within the dairy sector, which is home to probiotics with decades of research behind them like Yakult, the formats have been fairly static, typically in easily consumable shots or pots. In this categor y consumers can anticipate new flavours and more added value to cover multi-health solutions.

2. Yakult was among the first brand voices to actively promote gut health, what do you attribute the recent explosion in the gut health sector to?

Consumer understanding of gut health has grown significantly in recent years, and we attribute it to three main factors.

1) While probiotics have been recognised globally for some time, recent scientific advancements have highlighted their broader impact on- gut health beyond digestion.

2) The cultural shift towards preventive health measures rather than just focusing on treatment or cure.

3) Coverage through trusted voices, media coverage, and influencers who have mainstreamed the concept and impact of gut health, helping reach a wider audience more frequently.

As the first probiotic brand with over 85 years of research into gut health, Yakult has played a major role in educating people about the importance of gut health. We’re pleased to see this growing awareness as it ultimately helps us deliver our philosophy to contribute to health and happiness for all. We remain committed to upholding our scientific credentials and continue to invest in this growing area.

3. Figures show that the gut health sector is set to continue growing. How does Yakult plan to capitalise on that growth, and will we see any product development? We expect growth in the category at a local and global level as awareness of the link between the gut and its impact on the various organs and systems of the body continues to grow. In the UK, our current offerings include Yakult Balance, Yakult Plus and Yakult Original. However, there are exciting plans in the pipeline so watch this space!

4. How is Yakult different from the new entrants to the market?

Yakult proudly stands as the unparalleled choice for discerning consumers, thanks to the inclusion of our unique L.casei Shirota bacteria or `friendly bacteria’, which is scientifically proven to reach the gut alive and increases the lactobacilli and bifidobacteria in the gut. Is there another brand which can say that its unique bacteria has been part of a study to research the impact on the immune system and intestinal microbiota of astronauts at the International space station, been sold for 85 years, and is easily available at your local supermarket? Our investment, unwavering dedication in this field, alongside our bacteria and its unique heritage, speaks for itself versus new entrants.

For more information about Yakult, visit www.Yakult.co.uk