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Kirin Holdings Ventures into Health Care Industry, Eyeing North American Market Expansion


Lauren Miller

April 8, 2024 - 04:52 am


Kirin Holdings Accelerates Push Into Health Care With North American Expansion Plans

Kirin Holdings Co., the established Japanese brewer, has recently announced an aggressive expansion strategy, springboarding off their beer and beverages legacy to make a decisive foray into the health and wellness industry. In a transformative move, Takeshi Minakata, the newly appointed president and chief operating officer, has voiced his determination to fuel the company's nascent health care business. Minakata, who ascended to the role in March after spearheading Kirin's health science division, has laid out a strategic blue-print aimed at scaling the health care division to a staggering ¥500 billion (USD $3.3 billion) in yearly revenue.

In an enlightening sit-down interview, Minakata elaborated on the firm's ambitions and the underlying intentions guiding their latest corporate play: "We find ourselves at a thrilling juncture wherein we can genuinely catalyze the anticipated growth." This spirited sentiment is a testament to the company's readiness to vault their health-related ventures to previously unreached heights. Minakata's vision for Kirin's health care arm is rooted in the objective of it contributing to a significant 20% of their overall sales by the year 2030. Although these aspirations are daunting, given that the unit's latest revenue figures stood at a somewhat modest ¥103 billion for 2023, Minakata remains undeterred. He believes that strategic investments will be pivotal in propelling this revenue upward. Investors appeared to share in this optimism, with Kirin's stock price experiencing an upturn of 1.7% during early morning trading in Tokyo on the following Monday.

Kirin's incursion into the health sector isn't a fresh endeavor. The company has been steadily making inroads, demonstrated by its sizable 33% acquisition of Fancl Corp. in 2019—a Japanese entity specializing in cosmetics and dietary supplements—for a substantial investment of ¥129 billion. Additionally, the previous year they acquired Australia-based vitamin powerhouse Blackmores Ltd. The price tag for this substantial negotiation? A cool $1.2 billion. Kirin's blueprint involves not just pouring resources into these recent procurements to nurture their growth but also to cast their net wider by cementing further alliances, particularly targeting regions beyond their current dominion.

Minakata shed light on their operational fortification, "Blackmores has established a robust distribution network across Australia, Southeast Asia, and China, providing us with a strong platform to solidify our position within the APAC region." He continued, divulging the company's ambition to penetrate future growth markets and their particular interest in North America. Despite the weakening yen presenting a potential barrier, Minakata sounded a note of resilience, stating that currency fluctuation would not impede their acquisition strategy when the opportunity arises.

Blackmores vitamins and supplements

Despite Kirin's assertive moves, some industry observers remain skeptical regarding the potential synergies that could be realized from the marriage of Kirin's beverage legacy and its emergent health ventures. Ada Li, an analyst with Bloomberg Intelligence, echoes this sentiment by expressing uncertainty about the seamless integration of these divergent product lines. "Kirin can't sell vitamins at a nightclub that sells beer," she remarked. The clear implication here is that the company's traditional and new customer bases might inhabit distinct realms, with minimal overlap in their consumption patterns.

Nevertheless, Kirin has been forging ahead with innovation at the nexus of health and food products—developing teas and yogurts laced with immunity-boosting elements and crafting supplements geared towards sleep improvement and reducing visceral fat. However, the market for health-conscious offerings is witnessing a swarm of unconventional players. Among these, Fujifilm Holdings Corp. has pivoted from its photography pedigree to delve into the world of nutritional supplements and medical examination equipment, leveraging their film technology expertise in these new venues.

Kirin's strategic pivot is also an endeavor to diversify away from a reliance on alcoholic beverages—a sector facing increasing pressure from government bodies and public health organizations. A harbinger of this shift came in the form of guidelines from Japan's Ministry of Health, Labour and Welfare, aimed at tempering harmful alcohol consumption patterns. Additionally, Kirin's rival and Japan's premier brewer, Asahi Group Holdings Ltd., has laid out plans to have low- and non-alcohol products make up 20% of their selling volume by 2030.

In navigating these industry headwinds and plotting a course for their alcoholic beverage department, Kirin has consciously engaged in a process of reflection and planning. According to Minakata, it's about understanding and catering to the evolving preferences of consumers, particularly the younger demographic, whose tastes are diversifying. He emphasized the importance of finding a Kirin-specific approach to the alcohol segment that acknowledges the shifting societal attitudes while carving out a unique niche for the brand. "While the public perception of alcohol is certainly a significant consideration for us, we are deeply immersed in strategizing over the right way to acquaint Kirin's identity with alcohol," Minakata conveyed.

With this broad-stroke reimagination of its corporate identity and a succession of decisive acquisitions, Kirin Holdings Co. positions itself at the forefront of a dynamic landscape where traditional beverage giants reconfigure their future in the welcoming embrace of the flourishing health and wellness market.

Developments within the company's stock valuation following these revelations have been encouraging, reflecting a shared belief in Kirin's strategic trajectory amongst the investor community. The bolstering presence of Blackmores in pivotal markets, combined with the looming appeal of North America's untapped potential, signals a steady march towards the envisioned sales milestone.

That said, the intricate balancing act between Kirin's longstanding beverage heritage and the budding health-oriented portfolio continues to engage analysts and industry watchers. The diverse and occasionally disparate nature of their offerings raises questions about whether these two worlds can coexist under one corporate umbrella or if they necessitate a more cordoned approach to target their respective audiences effectively.

Kirin's internal discussions regarding their alcoholic beverages also hint at a broader trend across the industry—one where social responsibility and consumer health awareness increasingly dictate corporate strategies. The direction charted by Kirin Holdings Co. will not only influence its future prospects but might also set a precedent for industry peers contemplating similar diversification.

As we witness the unfolding of Kirin's concerted efforts to disseminate their newly acquired health-oriented products, the transition paints a broader picture; it symbolizes a corporate evolution responding to global trends that prioritize wellness and health consciousness, potentially leading to a transformation as profound as the company's storied history in the beverage domain.

With the world's eyes trained on Kirin's next moves, this confluence of tradition and innovation will likely produce a novel blueprint for how age-old industries can reinvent themselves amid changing times and emerging consumer priorities.

Footfall in this new terrain will be measured, but for Kirin Holdings Co., the pursuit of a balanced and health-focused future appears to be a voyage they are well equipped and fervently willing to embark upon. The journey ahead promises to be as invigorating as it is groundbreaking, as Kirin toasts to a prosperous and health-centered horizon.

As Kirin Holdings Co. forges ahead with a rejuvenated corporate mandate, they beckon the world to take note of their pioneering spirit—a spirit that resonates not just within the company's walls but also within the expansive realm where business innovation meets societal well-being.

(For further details, visit Bloomberg L.P.)