When it comes to gut health, Yakult is one of the category’s true pioneers. Back in 1935, founder Dr Minoru Shirota was already promoting the benefits of gut health and functional drinks. With annual revenues exceeding ¥486.4bn (about US$3 billion), the gut health firm now serves 40 countries and regions worldwide, with approximately 38 million bottles consumed every day. The rise of functional healthSince Yakult’s inception, the functional health space has become very crowded; with several strong players launching their own gut health drinks, yoghurts and kefir offerings. Winning with today’s consumersWhile Yakult benefits from a longstanding history, the competition for market share in gut health and function is fierce.