Marketing and sales
Partners: Subsidiary BioGaia Japan, ADI.G Asano, Nippon Kabaya Ohayo Holdings Inc., Alfresa, Erina
Population: 127 million
Births per year: 1 million
Maturity level: Probiotics in dairy products are very well known, but as dietary supplements they are still relatively unknown.
Products: BioGaia Protectis, BioGaia Prodentis, BioGaia Gastrus
Japan is home to Asia’s largest probiotics market. The market for dairy products with probiotics is worth around SEK 6.5 billion annually, while that for probiotics as dietary supplements still has a large potential. BioGaia is one of few players here and is benefitting from having scientifically documented products.
Among probiotic dietary supplements for oral health, BioGaia Prodentis is the market-leader. The market for dental implants is vast and since many patients experience problems, such as peri-implantitis, they have recently started to market Prodentis for this indication. Pregnancy gingivitis is another new and interesting indication.
In the pediatrics area, BioGaia Japan is currently building up the colic market in Japan by calling attention to the catastrophic consequences when parents shake screaming infants. This will now be communicated to pediatricians and gynecologists together with the “solution”, BioGaia’s drops. Here BioGaia Japan are collaborating with two prominent opinion-leaders in the pediatrics field.