Consumers are looking for beverages that give an additional benefit other than quenching their thirst. The increasing amount of health conscious population is the major factor boosting the growth of the dairy-based probiotic beverage market. Probiotic beverages have additional nutritional benefits that may help to maintain the balance of the body, especially the gut. Many fruit and beverages companies are extending their product line by adding probiotic beverages to their portfolio, which includes functional beverages. Functional foods and probiotic drinks are a trending food habit all over the world.

Milk constitutes a major segment of the agri-business in Brazil. The country is developing ways and means for developing and increasing the quantity of exports, and also the domestic production capacity. ​Further, new developments in the political scenario in Brazil resulted in high prices of raw milk prices, resulting in a slow growth of the entire dairy value chain, including ice cream and other dairy product manufacturers operating in Brazil.​ On the other hand, Brazil remains a lucrative market for international players, as it is one of the prominent producers of dairy, with a high acceptance of dairy products in the country.