Yakult Europe – Success in a healthy European market

Posted in: The Netherlands Report 2018 Started by

Yakult Europe – Success in a healthy European market

As consumers become more aware of intestinal health, probiotics and ‘good’ live bacteria, Yakult products are becoming increasingly popular.

Based in Almere, the Netherlands, Yakult Europe is gaining market share in Europe. The company’s one hundred plus dedicated employees produce and distribute approximately 700,000 bottles of Yakult to markets across Europe everyday.

“We entered the European market in 1994

Japan - Hiroaki Wakui, Managing Director of Meiden Asia Pte Ltd and Ko Yamamoto, Managing Director of Meiden Singapore Pte Ltd

Mr Hiroyasu Matsubara Managing Director

In the Netherlands and have since established offices in Belgium, The United Kingdom, Germany, Austria and Italy. Next to that, we have sales in several other countries throughout Europe to meet the increasing demand for Yakult products”, says managing director Hiroyasu Matsubara.

Matsubara joined Yakult in 1995 in the United Kingdom and moved to the Netherlands in 2017 to spearhead the company’s pan-European operations.

Today, the company is the leader in probiotic drinks in the Netherlands, also their second largest European market.

“The Netherland is very important to us, not only as a market for our products but also as a host country” says Matsubara. “We have assimilated the positive traits of Japanese and Dutch cultures to create our own unique identity within Yakult Europe”.

The probiotics sector in Europe has few established players but a lot of potential, given the fact that health and nutrition are becoming increasingly important for the people.

“We see huge opportunities for the future”, concludes Matsubara. “We intend to continue strengthening our winning strategy to achieve our growth targets.
Since the first bottle of Yakult was produced in Europe on 28th March 1994, our European customers have appreciated our ‘Japanese quality’ products and we look forward to continuing to serve our customers across Europe”.


The Company


Yakult Europe
Probiotic Drinks

Our Location:

 Schutsluisweg 1, Almere 1332 EN