Launching the "Gut Environment Communicator System" to Foster Healthy Behaviors from the Retail Frontlines!

The Short-Chain Fatty Acid Promotion Association (represented by Shinji Fukuda, CEO of Metagen Inc.; hereinafter referred to as "the Association") aims to "build new health literacy from the gut" by promoting "short-chain fatty acids (*)," which contribute to overall health from the intestines. With Professor Yuji Naito of Kyoto Prefectural University of Medicine and Professor Lun-gi Kim of Kitasato University participating as academic advisors, and in collaboration with member companies, we strive for a society where each individual can practice truly beneficial healthcare. We will begin operating the "Gut Environment Communicator System" in July 2026, which was mentioned at our 1st Anniversary Symposium held in November 2025. This system aims to bridge the gap between understanding and action regarding the gut environment in people's daily lives.

*What are Short-Chain Fatty Acids (SCFAs)? SCFAs are representative substances produced by gut bacteria. Dietary fiber (including oligosaccharides) reaches the large intestine undigested by humans, where gut bacteria break them down to produce metabolites such as SCFAs. Recent research has reported that SCFAs are involved in various health foundations, including enhancing immune function, suppressing obesity, suppressing allergies, strengthening skin barrier function, strengthening intestinal barrier function, and improving endurance. Therefore, aiming for a state where SCFAs are sufficiently produced in the gut is thought to lead to an overall improvement in health.

What is the "Gut Environment Communicator System"?

This system trains and certifies specialists equipped with the latest practical knowledge about the gut environment through an educational program designed by the Association, enabling them to work as communicators in retail stores, medical institutions, cafeterias, and other frontline settings. By delivering information about the gut environment from trusted professionals such as registered dietitians and pharmacists who provide dietary advice, and other licensed professionals and paramedical staff, to consumers, we aim to contribute to their health by fostering understanding, motivation, and action.

Background for the Launch of the "Gut Environment Communicator System"

1. Regarding the Ecosystem Concept Centered on the SCFA Mark

On "Short-Chain Fatty Acid Day" (March 4, 2025), the Association announced the "SCFA Mark Ecosystem Concept" to connect science and people's health. We award the "Short-Chain Fatty Acid Promotion Association Certified Mark (SCFA Mark)" to products with scientific evidence that meet certain standards set by the Association (Figure 1 below). Currently, 32 products have been certified with the SCFA Mark (referential release), and a diverse range of product categories, including beverages, foods (meals and snacks), supplements, and dietary fiber ingredients (including oligosaccharides), are beginning to become available. We anticipate that the number of certified products will continue to increase, aiming to create a market where consumers can select products according to their lifestyles.

The Association is promoting the construction of this ecosystem with various stakeholders, centered around the SCFA Mark. We are currently in the phase of collaborating with distributors and retailers to build a mechanism for delivering products to consumers (2 in the diagram above).

We believe that the newly launched "Gut Environment Communicator System" will accelerate the flow from products to consumers (2 in the diagram above) and serve as a stepping stone for self-care through behavioral changes in consumers (3).

2. Insights from a Awareness Survey

The Association conducts regular awareness surveys on short-chain fatty acids.

*Overview of the Awareness Survey Survey Method: Web-based questionnaire Target Audience: Men and women aged 20-69 nationwide (equal allocation by gender and age group) Sample Size: n=2,000 Survey Dates: November 7, 2025 (Wed) - November 9, 2025 (Thu) Survey Organizer: Short-Chain Fatty Acid Promotion Association

Survey Summary:

The awareness survey on short-chain fatty acids conducted in November 2025 found that 17.6% of respondents (※1) were aware of short-chain fatty acids, meaning approximately 1 in 6 people knew about them.

On the other hand, about 50% of respondents are currently practicing "gut health" (katsuyoku), and the majority of those practicing gut health are not yet aware of short-chain fatty acids.

Furthermore, the top three difficulties in obtaining information about gut health (multiple selections allowed) were "I don't know the right gut health methods for me" (44.9%), "Too much information" (33.7%), and "Difficulty discerning the reliability of information" (32.4%). This suggests that while information is circulating, individuals are not fully able to utilize it.

Additionally, the sources of information for those who "know about short-chain fatty acids" were, after mass media, "social media," "information from family," "in-store," and "information from acquaintances," indicating the importance of touchpoints in real-life settings and direct communication.

Therefore, the challenges for accelerating the promotion of short-chain fatty acids in the future are: 1 creating an environment where consumers can organize and understand information, 2 providing access to information and solutions (products, etc.) in their real-life settings, and 3 creating triggers for behavioral change. We believe the "Gut Environment Communicator System," which is launching now, will contribute to solving these challenges.

※1 Sum of "only know the name" / "understand the effects and benefits" / "know the mechanism of intake and production"

3. Connecting "Distribution/Retail" with "Consumer Motivation/Interest"

As indicated by the results of the awareness survey, we live in an information-overloaded society, and consumers often feel burdened by selecting products from a vast amount of information. Particularly for products where consumers find it "difficult to discern differences" or "don't want to make a mistake," such as food, pharmaceuticals, and cosmetics, there is a demand for expertise, proposal capabilities, reassurance, and comparative support from product providers. In recent years, the role of sales staff as "advisors" who support customers in making optimal product choices has become increasingly important, making the activities of trusted experts who have direct contact with consumers indispensable.

Amidst this trend, the Association has conducted interviews with businesses operating drugstores, medical institutions, and cafeterias, as well as with registered dietitians and pharmacists working in these fields. As a result, we have heard about challenges such as "consumers have high interest in gut health but we cannot provide appropriate advice," "it is difficult to obtain reliable texts and the latest information," and "we don't know how to support individual health." To solve these frontline challenges and connect consumer motivation for gut health with action, we believe the "Gut Environment Communicator System" is necessary.

Overview of the "Gut Environment Communicator System"

This system will be provided by the Association to business companies and facilities, primarily to licensed professionals, in a B2B format. The main contents provided through this system are as follows:

- Provision of educational materials for systematically learning about the gut environment - Access to real lectures and lecture videos by the Association's gut environment specialists - Case studies tailored to the characteristics of the business and usage scenarios - Confirmation of learners' achievements (tests) and certification

Text Table of Contents (Excerpts): Basic Terminology, Basic Structure of the Gut Environment, Interaction between Gut Bacteria and Humans, Approaches to the Gut Environment - Probiotics (ingesting bacteria), Food for Gut Bacteria - Prebiotics (cultivating bacteria), Short-Chain Fatty Acids Supporting Overall Health from the Gut, Tests Supporting Gut Health and the Future of the Gut.

System Operator: General Incorporated Association Short-Chain Fatty Acid Promotion Association First Edition Text Supervisors: Shinji Fukuda, Yuji Naito, Lun-gi Kim

*The text will be updated annually with the latest information, and in the future, we will expand the content in collaboration with experts in related fields such as nutrition.

Target Audience for this System: Provided in a B2B format to companies and facilities that employ licensed professionals such as registered dietitians and pharmacists who provide advice on food in retail stores, medical institutions, cafeterias, etc.

*Training and certification fees will be estimated based on the number of participants. Please contact the Association for details.

Changing Japan's Health from the Retail Frontlines. We are seeking collaborative partner companies.

Our goal is a society where each individual can select information and choose the right healthcare for themselves without hesitation. To achieve this, collaboration with the "distribution and retail frontline," which is closest to consumers, is essential, not just with researchers and manufacturers.

We will deliver accurate knowledge based on the latest science (such as short-chain fatty acids) from stores, support consumer behavior, and provide health benefits. We sincerely invite companies and organizations that resonate with this vision and wish to lead the next generation of the healthcare market together with us.

Companies interested in promoting the importance of short-chain fatty acids and engaging in activities with our Association are welcome to contact us at the following.

Contact for this Release: General Incorporated Association Short-Chain Fatty Acid Promotion Association Secretariat contact@scfa.or.jp