Kefir, once an obscure ethnic beverage, has become a global dairy megatrend, drawing attention from major brands like Danone and Muller. With its growing consumer base, kefir is now positioning itself as a functional dairy leader, especially among young UK consumers.
Kefir, once a niche ethnic beverage, has rapidly transformed into a global dairy sensation, capturing the attention of major brands such as Danone and Muller. Historically known for its rich probiotic content and health benefits, kefir is increasingly positioned as a functional dairy product, appealing to health-conscious consumers worldwide.
As of 2024, kefir has seen a notable shift in its market presence, especially among younger demographics in the UK. According to Kantar, there has been a significant rise in the demand for kefir beverages, highlighting its growing popularity within the dairy market. This rise in consumer interest reflects a broader trend where functional beverages are becoming an essential part of modern diets.
Leading brands are capitalizing on this trend, with Muller making a strategic move by acquiring Biotiful, the top-selling British kefir brand. This acquisition marks Muller’s deeper entry into the functional dairy sector, aligning with the broader industry push toward health-driven dairy products. Similarly, Danone, one of the largest global dairy companies, has incorporated kefir into its product lineup, recognizing its potential to capture the growing consumer demand for probiotic-rich drinks.
The shift toward kefir is not just about taste; its functional benefits, including improved digestion and immunity, have made it an attractive option for consumers looking for healthier alternatives in their diets. As the demand for health-focused dairy products continues to rise, kefir’s status as a dairy megatrend looks set to strengthen.
