KEFIR MARKET ANALYSIS

Kefir is a fermented drink made from kefir grains and possesses the consistency of drinkable yogurt. Kefir grains are described as combinations of bacteria and yeasts living on a substrate, made up of various dairy components. Kefir is produced by cow, sheep or goat’s milk. Additionally, kefir, being a milk product contains a high amount of calcium, which supports the enhanced body immunity and building of bone density. Furthermore, kefir has a high content of vitamin B12 and K2, biotin, magnesium, enzymes, vitamin, probiotics, and folate.

Global kefir market was valued at US$ 1482.05 Million in 2021 in terms of revenue, exhibiting a CAGR of 5.84 % during the forecast period (2022 to 2030).

Drivers

The COVID-19 epidemic and subsequent lockdown caused economic concern and supply chain disruption. Furthermore, throughout the epidemic, there was a shift in client spending patterns. Kefir demand has decreased as a result of regional lockdowns and a ban on international trade. Consumers choose to buy provisions, which slackened the demand for flavoured kefir milk and kefir yoghurt. The market for kefir, on the other hand, is projected to rebound as people's knowledge of health and fitness grows.

Figure 1. Global Kefir Market Value Share (%), By Region, 2021

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Market Restraints

It should be a better option than yogurt for the lactose-intolerant population. Although, yogurt and kefir are good sources of calcium and protein, kefir also contains a broader range of bacteria that stimulate digestion. Kefir is a rich source of probiotics that should act as a growth factor for the market. Probiotics aid digestion with other potential benefits, such as improving immunity and intestinal health, preventing obesity, and controlling weight. Increased awareness of the health benefits associated with kefir and increased spending on health-promoting foods are expected to drive the global kefir market in the coming years. The excellent taste and availability of various flavors of the product may be another important reason that should increase the popularity and consumption of kefir among consumers. Increased investment in research and development by leading companies is expected to be a growth engine for this market. For example, in August 2018, DuPont de Nemours, Inc. introduced a new culture of kefir for the South American market. The high upfront investment and storage costs associated with kefir production are supposed to slow market growth. High storage and preservation costs are linked to the high price of the final product, which should make it difficult for consumers to accept the product in developing regions.

Market Trends

Increasing Demand for Probiotics Drinks

Kefir has gained popularity in health-conscious communities, but many are vegans. The market is responding with non-dairy products to appeal to vegans. Kefir can be consumed daily by people of all age groups. Rising health concerns across the region and the efficacy of probiotics in addressing health concerns are expected to be a major driving factors for the overall probiotics market growth. Increasing disposable income, broadening probiotics portfolio, and accessibility to the products are also expected to benefit the industry demand for yogurt and kefir. Further, according to the data from CLAL, around 2,429.6 thousand tons of soured milk, yogurt, kefir, and mixed milk product were consumed in Germany in 2021.

Figure 2. Global Kefir Market value Share (%), By Composition, 2021

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Among compositions, the milk segment held a dominant position in the global kefir market in 2021.

Recent Developments

• In July 2021, Lifeway Foods, Inc., a U.S.-based leading producer of kefir products, announced the brand's first expansion into the French market for kefir distribution with a listing at Costco France.
• In July 2021, Müller, a multinational producer of dairy products, introduced the company's first kefir product, Müller Kefir Smoothie. Müller Kefir Smoothie is gutfriendly, contains real fruit, low in fat, and contains calcium. It comes in two variants: Raspberry & Pomegranate and Mango & Orange.
• In May 2021, Biotiful Dairy Ltd., a U.K.-based dairy company, launches a new Kefir + Coffee product line in the U.K. The Kefir cold brew coffee is made with British Milk with no added sugar and is gut-friendly. Biotiful Kefir Coffee on-the-go is the perfect drink for natural energy uplift with immunity support. The new Kefir + Coffee range was launched in two varieties: mocha and latte

Competitive Section

Major players operating in the global kefir market include Groupe DANONE, Lifeway Foods Inc., Hain Celestial Group, and Fresh Made Inc.