Yesterday (March 17), according to media reports, Japanese food giant Meiji Group announced the launch of its latest innovative product, “Meiji W Skincare Yogurt.”
This functional dairy product is formulated with a proprietary blend of ingredients, including SC-2 lactic acid bacteria (a combination of Lactobacillus bulgaricus OLL1247 and Streptococcus thermophilus 3078 strains), collagen peptides, and sphingolipids. These ingredients help prevent skin irritation caused by UV exposure and maintain skin moisture levels, addressing consumers’ growing concerns about skin health.
Additionally, this 112g drinkable yogurt is designed for convenience, aligning with current consumer preferences for easy-to-consume and health-conscious food options. Priced at 156 yen, it is set to launch nationwide in Japan on March 25, 2025, marking Meiji Group’s strategic entry into the rapidly growing functional dairy market.
Public records show that Meiji Group’s predecessor was Tokyo Confectionery Co., Ltd., which has a history spanning over a century. In 1924, the company changed its name to “Meiji Confectionery Co., Ltd.” and later merged in 2009 with Japan’s largest dairy company, Meiji Dairy Co., Ltd., to form the joint holding company Meiji Holdings Co., Ltd. (Meiji Group).
According to its official website, Meiji Group operates in two main sectors: food and pharmaceuticals. Its food division offers a diverse range of products, covering dairy, confectionery, and nutritional foods. Data shows that from April 2023 to March 2024, Meiji Yogurt held a 35.8% market share, ranking first in Japan’s yogurt market. Additionally, Meiji Yogurt entered the Chinese market as early as 2013.
According to a previous forecast by Grand View Research, the global functional food market is expected to reach $275.77 billion by 2025, with a compound annual growth rate (CAGR) of 7.9%. Clearly, driven by the trend of functional foods, yogurt is now being infused with more functional attributes.
However, it is worth noting that China’s functional yogurt brands must be cautious about marketing claims. Media reports indicate that some functional yogurt brands have been fined for exaggerated advertising. For instance, in 2021, Blueglass, a fresh yogurt brand, was penalized when its affiliated company, Beijing Yuehuo Catering Management Co., Ltd., was fined 60,000 yuan by the Chaoyang District Market Regulation Bureau in Beijing for making unverified claims such as “boosts immunity,” “enhances beauty,” and “delays aging.”
