ProBiotix Health Plc (‘ProBiotix’), the life sciences company developing probiotics to support cardiometabolic health, has further strengthened its presence in the APAC market with a new long-term partnership agreement with TopHealth, a leading South Korean consumer products business focused on health and wellness.
Under the terms of the partnership, ProBiotix has granted TopHealth exclusive rights to sell finished consumer products direct to consumers in South Korea across three distribution areas: products marketed under the ProBiotix CholBiome® brand, YourBiotix private turnkey solutions to be sold to South Korea-based brand owners, and sales of product solutions under TopHealth’s own consumer brand.
Steen Andersen, CEO of ProBiotix, commented: “We are pleased to have managed to secure a market leader like Tophealth. It is a company with a proven track record of building strong businesses in the probiotic sector and today ranks as one of the leading brand innovators in the South Korean supplement market.
“South Korea poses a perfect fit for our value proposition being a high price growth market, with an increasing focus by consumers on probiotic supplements to help manage their health.
“TopHealth has worked diligently with the influencer market, harnessing their large followings to influence consumer purchasing decisions. We expect this increasing awareness to drive demand for our products in the years ahead.”
In addition to traditional retail outlets, TopHealth has developed a strong digital presence and is effectively harnessing South Korea’s vibrant social media landscape. The company has forged a strategic partnership with PBros, a prominent influencer network that also provides personalised pharmacist consultations. This approach is particularly effective in South Korea, where social media usage stands at 93% of the population – significantly higher than the global average of 63%. The country’s nutraceutical influencer sector alone was valued at approximately £1.3 billion in 2022.
The first phase of the new partnership will focus on the import and direct sale of Cholbiome® X3 to consumers. Following this initial phase, TopHealth will complete local registration to market its own-brand Bifolacto using ProBiotix’ patented probiotic strain for cardiometabolic health, LPLDL®.
In 2024, the probiotics dietary supplements market in South Korea was estimated to be worth £350 million and is projected to reach £870 million by 2030, representing significant growth potential for science-backed solutions in cardiometabolic health. With approximately 17% of the country’s 52 million population suffering from hypercholesterolemia (high cholesterol), there is substantial demand for effective, science-backed solutions to address this health concern.
Tae Yoon Kim, Founder & CEO of TopHealth, added: “This partnership with ProBiotix represents a significant opportunity for TopHealth, as we both share a common vision of improving consumer health through scientifically validated solutions.
“Due to current Korean regulations, we are initially entering the market via CBEC (Cross-Border E-Commerce), alongside preparing a number of long-term distribution and brand strategies for future growth.
“We believe that differentiated technologies such as LPLDL will provide strong potential to deliver new innovative health solutions to Korean consumers.
“Having been the first to introduce Fastmelt formulations to the Korean market, we are also preparing for a full product launch using this format, in collaboration with a specialised manufacturer in Denmark. This will enable us to enhance both convenience and consumer satisfaction.
By combining innovative science from ProBiotix with TopHealth’s deep market expertise, we aim to further strengthen our leadership in the Korean probiotics market.”
