For a generation which cannot get over its beer glasses on the weekends, fermented drinks are perhaps the best way to keeps things in balance. Fermented drinks are loaded with the right amount of vitamins and minerals, which gives your body the much-needed nourishment and your tummy the best liquid it could have.
The West being so much in love with “functional foods” is perhaps the prime booster to the fermented drinks sector. And Kefir is the latest addition to this long list of health drinks. The popularity of Kefir has gone to the extent that health magazines have dedicated sections that tell you why Kefir should be an essential part of your everyday diet.
Kefir: The yoghurt-like drink
For a major section of the global population, Kefir is still a product they are trying to explore and understand. Derived from the Turkish term ‘keif,’ which means “good feeling,” Kefir is known for its medicinal properties and yoghurt-like taste. Typically, the drink is prepared by fermenting milk and Kefir grains. Though a lot like yogurt, the fermentation time of Kefir drinks are much longer, which boosts its probiotic qualities and make it more popular among the health-conscious.
A traditional drink from Russia, the US is perhaps one of the first countries to have adopted Kefir products on a large scale. So much so that in the year 2016, more than one-thirds of global Kefir launches were witnessed in the US market alone. Market researchers at Technavio, believe that in the next five years Kefir products will gain popularity in the APAC and MEA region as well. With the US being the driving force in this sector, the global Kefir products market is expected to grow at a CAGR of 6% by 2021.
Is Kefir the new star in the fermented drinks market?
Well, the success or failure of any edible product depends a lot on its nutritional value, how well is it promoted, and most of all, its acceptance among the masses. If research analysts are to be believed, Kefir is doing well in all these segments. Right from being an excellent solution for digestive tract issues, to improving bone density, fighting cancer, and preventing asthma – Kefir seems to have covered almost all the major requirements of a perfect health drink.
Some of the hot selling Kefir products are:
- Protein Kefir
- Whole-milk Kefir
- Kefir on-the-go cups
- Low-fat Kefir
- Greek-style Kefir
The Greek-style Kefir with its sour-sweet taste is one the high selling Kefir products. Coconut water Kefir is yet another addition to the list of highly popular Kefir drinks. Analysts believe that challenges like high cost of production, along with adherence to stringent regulations and guidelines are two major roadblocks which vendors must overcome. Top vendors like Lifeway Foods, Hain Celestial, and Danone have already entered partnerships with regional players to expand their market base. Also, with innovative packaging solutions, they expect to reach out to various segments of the population successfully.
Dieticians have always advocated the inclusion of natural drinks to improve one’s overall health. Kefir products seem to be the next appealing addition to the long list of healthy food products. It might take some time to understand if the trend of Kefir products is here to stay, or if we are witnessing a mere fad.
To get a detailed understanding of the Global Kefir Products Market
