Heritage, innovation and growth: marketing probiotics in Asia

Cyndy Au

This article provides an overview of the probiotics market in Asia, where different food cultures require a different strategy from Western countries.

In Asia, most people are aware that probiotics are associated with good gut bacteria. While the study of probiotics and the human microbiome are more recent scientific endeavours, Asian families have long been aware of probiotics' benefits thanks to Yakult, the ubiquitous little hourglass-shaped, red-and-cream bottle of fermented milk, and its Yakult ladies. These door-to-door agents have been around for decades all across Asia – from China to Thailand.

Originally from Japan, Yakult has cemented itself in the minds of consumers as the leading voice in probiotic science, thanks to its heritage and huge brand recognition – based on the...

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