Market Trends of Kefir Industry
Increasing Demand For Probiotics Drinks
Kefir has gained popularity in health-conscious communities. Healthier food and beverage choices are on consumers' minds owing to their huge interest in holistic well-being, and they are searching for products that contain other health-enhancing ingredients. A survey by the International Food Information Council in 2021 revealed that 51% of Americans consume probiotics to support gut health, 33% take them to support immune health, 38% take them for general health and wellness, and 13% revealed that they consume probiotics to support emotional health. This trend is further boosted by the prevalence of the COVID-19 pandemic.
In the past few years, a major market growth factor has been the shift from treating illnesses to preventing them. One of the main things driving the growth of the market is the rising number of people with gastrointestinal problems. Another is the growing health awareness of the general public. People are moving away from carbonated drinks and toward ready-to-drink (RTD) functional beverages and probiotic drinks because they are healthier and have less calories. According to the United States Centers for Medicare & Medicaid Services, per-capita health spending in the United States increased by 9.7% in the year 2020. Escalating the prevalence of gastrointestinal ailments such as diarrhea, inflammatory bowel disease, irritable bowel syndrome, etc. is driving market demand and growth as probiotics are beneficial to treat various ailments including neurological disorders, tooth decay, cancer, etc. Therefore, the rising awareness about the potential health benefits of probiotic drinks and shots is fueling the market.
Europe Witnessed Fastest Revenue Growth
In Europe, kefir sales are going up because probiotic foods and drinks are so popular.Kefir is quite popular in eastern European countries, where it is used to help balance digestive systems. For instance, according to Statistics Denmark, in 2020, the import value of buttermilk, kefir, and other fermented or acidified milk or cream into Denmark will amount to almost DKK 137 million. Kefir is consumed as breakfast, lunch, or dinner in these regions, depending on consumers' choices.
Additionally. The importance of gut health and its connection with mental health, weight loss, and healthy skin fosters the growth of probiotic products in the United Kingdom. Consumers are opting for digestive supplements with strong bacterial strains and high CFUs (colonies-forming units) since they claim to increase the chances for good bacteria to colonize the gut. Healthcare professionals across the region are recommending probiotics that improve cases of heartburn or indigestion among consumers in the country. As per the data provided by the health insurance company of the United Kingdom in 2021, Bupa estimates that around four out of every ten people in the United Kingdom get indigestion every year. Therefore, this increased the point-of-sale for probiotics, including kefir.
Furthermore, lacto-fermented drinks like Kefir are popular in Germany due to their related immunity and digestive benefits. Currently, many people, including those who have recently begun a family, nuclear families, and the wealthy, include probiotics in their regular diets.
