The Japan Dairy Association (JDA) launched the “Discover Yogurt for My Lifestyle” campaign on January 15, aiming to promote yogurt consumption and support the development of healthy habits in Japan’s super-aging society. The initiative seeks to highlight yogurt’s value as an easy way to consume high-quality protein and calcium, contributing to extending healthy life expectancy.
Background and Objectives
At the launch event, Katsuya Matsuda, President of the JDA and CEO of Meiji Co., Ltd., stated, “In our super-aging society, the rising costs of healthcare, nursing care, and social security are growing concerns. Yogurt, along with other dairy products, offers an enjoyable and convenient way to consume essential nutrients like high-quality protein and calcium. I encourage everyone to incorporate yogurt into their daily routines for better health.”
Project Overview
To target varying health awareness levels across generations and lifestyles, the project adopts the slogan “Discover Yogurt for My Lifestyle.” From January to March, it will utilize a multifaceted promotional strategy, including TV commercials, TikTok short videos, in-store POP displays, and flyers. The campaign features three themed TV commercials: “Yogurt for Your Fandom Events,” “Supporting Parents with Yogurt,” and “Rethink Your Health Checkups with Yogurt.”
For younger generations with low yogurt consumption, the campaign promotes yogurt as a part of preparation for key events, such as fan gatherings, with accompanying TikTok videos using the song “Hai Yorokonde” by Kent Kocchino.
Health Benefits of Yogurt
Jun Kunisawa, Deputy Director of the National Institutes of Biomedical Innovation, Health and Nutrition, emphasized the health benefits of yogurt, which contains abundant probiotics such as lactobacilli and bifidobacteria. Improving gut health through regular yogurt consumption contributes to overall well-being. Recent studies suggest that consuming fermented products like yogurt can lead to:
- Reduced susceptibility to weight gain
- Lower BMI and waist circumference
- Improvements in metabolic syndrome
- Enhanced immunity and relief from seasonal allergies
Kunisawa recommends consuming about 130 grams of yogurt daily for optimal health. He also highlights the importance of exploring different yogurt varieties to find the best match for individual gut microbiomes.
Recipe Suggestions
Special guests Rina Kawaei, Miyu Honda, and Toshifumi Fujimoto demonstrated creative yogurt-based recipes at the launch event. These included combining yogurt with oatmeal, shiratama (rice flour dumplings), and sweet red bean paste, showcasing its versatility and ease of incorporation into daily meals.
Future Plans
Through comprehensive promotional activities from January to March, the JDA aims to widely communicate yogurt’s health benefits and inspire people to adopt new health habits centered around yogurt. This initiative seeks to establish yogurt as an integral part of daily life for improved health and well-being.
Martner Japan insights
In Japan, there are many trusted national brands (NB) such as Meiji, Morinaga, Glico, Kagome, and Kikkoman. Iconic long-selling products like Yakult and Meiji Bulgaria Yogurt have a strong and enduring presence. Manufacturers are supported by their commitment to quality and brand power, and supermarkets benefit from stocking NB products to enhance customer trust and attract shoppers.
High-protein, low-sugar, and probiotic-rich products targeting health-conscious and fitness-oriented consumers are gaining attention. In the dessert yogurt category, products like Morinaga Aloe Yogurt and seasonal flavored options are particularly popular.
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