Kefir Flourishing in Fermented Dairy Beverage Market

Market Insights

Originally a Russian fermented milk probiotic drink, kefir is gaining popularity as it offers functional benefits. The global kefir market is expected to grow at a CAGR of 5.8% during the period 2016-2021 to reach USD 1,271 million. Boosted by the popularity of kefir, the market leader Lifeway Food Inc. launched a series of products ranging from flavored kefir and Greek-style kefir to organic kefir. The company children-specific kefir brand, ProBugs, has particularly gained greater demand with its innovative product and packaging approach.

Market Dynamics

The worldwide obsession with health-based protein products has led to the immense popularity for kefir products. The greater marketing drive and awareness about the medicinal properties of these products drives the market demand. While product and packaging innovations are identified as the opportunity areas, the high production cost in terms of raw material, plant space, and machinery may create obstacles for the growth of this niche market.

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Market Segmentation

The global kefir market is segmented on the basis of product composition and type. Kefir can be made of milk or water. Comprising the majority of the market share, milk kefir can be made with cow milk, goat milk, coconut milk, and other non-dairy-based milk. Water kefir, on the other hand, is made of sugar water, fruit juice, coconut water, etc. By type, the market is segmented into Greek style, frozen, organic, and low-fat kefir, among others. Kefir is further segmented into regular and flavored. The global kefir market is also segmented on the basis of distribution channels into supermarkets/hypermarkets, convenience stores, grocery stores, online, and others.

Regional Analysis

The EU is the major contributor in terms of revenue, followed by North America. The fermented, yogurt-like drink is popular in Eastern European countries, where it is used to help balance digestive systems and irritable bowel symptoms. In North America, the United States comprises the majority of the market share, followed by Canada. In the Asia-Pacific region, China dominates the market, followed by India. This might be due to the rise in the demand for flavored kefir in these countries.

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Competitive Environment

The global kefir market is highly concentrated among a few players; Lifeway Foods has been the market leader both globally and in North America. The companies are adopting product innovations and mergers & acquisitions for catering to the worldwide market. Companies like Danone are focusing on global strategies to popularize kefir. Some of the major players in the market include-

Fresh Made Inc.
Groupe Danone
Helios Ingredients
Lifeway Foods Inc.

Key Deliverables in the Study

Market analysis for the kefir market, with region-specific assessments and competition analysis on the global and regional scale.
Market definition along with the identification of key drivers and restraints.
Identification of factors instrumental in changing the market scenario, rising prospective opportunities, and identification of key companies that can influence this market on a global and regional scale.
Extensively researched competitive landscape section with profiles of major companies along with their market share.
Identification and analysis of the macro and micro factors that affect the kefir market on both global and regional scale.
A comprehensive list of key market players along with the analysis of their current strategic interests and key financial information.
A wide-ranging knowledge and insights about the major players in this industry and the key strategies adopted by them to sustain and grow in the studied market.
Insights on the major countries/regions where this industry is growing and to also identify the regions that are still untapped.

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