Success-hungry
companies in the global kefir market are pulling out all stops to
grow their market shares. They are adopting both the inorganic and
organic routes to surge ahead of their competitors. For instance,
they are pouring money into product development and are also always
on the lookout of for strategic mergers and acquisitions to bolster
positions.
A
few of the dominant players in the global market for kefir are Nestle
S.A., Hain Celestial, Lifeway Foods Inc., E.l. Du Pont de Nemours and
Company, Kerry Group, Archer Daniels Midland, Danlac Canada Inc.,
Koninklijke DSM N.V., and Groupe Danone.
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A
report by Transparency Market Research projects the market for kefir
worldwide to attain a value of US$2154.9 mn by 2025-end from US$1,300
mn in 2016, by registering a 5.9% CAGR between 2017 and 2025.
Flavor-wise,
the global kefir market worldwide is broadly divided into regular and
flavored. At present, the regular kefir is more in demand and
therefore the dominant revenue generator.
North
America, Latin America, Europe, Asia Pacific, and the Middle East and
Africa are some of the key regional segments in the global market for
kefir that have been studied in the report. Among them, Europe, led
the market in the year 2016 with over half the share. The U.K. and
Germany have majorly contributed in the region clocking the dominant
share. This is primarily because of the strong knowledge about the
health benefits of kefir – fermented milk drink – in the region.
Nutritional
Elements Along With Probiotics Makes Kefir Popular Among Fitness
Enthusiasts
Kefir,
a fermented milk drink which originated in the Caucasus Mountains and
is formulated from kefir “grains,” which is a yeast or bacterial
fermentation starter, is seeing considerable sales on account of its
health benefits. While having staple protein and calcium of milk, it
also has probiotics – a “friendly bacteria” – mainly known
for their ability to ease irritable bowel syndrome (IBS) that causes
bloating and digestive distress. Because of the aforementioned
benefits, sales of kefir is steadily rising. It is being recommended
by doctors and fitness centers.
The
growing tribe of diet conscious consumers, along with obese people
and patients afflicted with gastric problems are some of the main
consumers of kefir. It is also an ideal choice for those suffering
from lactose intolerance for it is akin to yogurt having bacteria
that facilitate lactose digestion. “Kefir helps to destroy
bacterial cells that thrive in the intestinal tract and also release
enzymes to digest lactose,” explains the lead analyst of the TMR
report.
Lack
of Awareness about Kefir Crimps Demand
However,
one challenge facing the market is the lack of knowledge about the
various advantages of consuming kefir. There is also a mental block
about its usage thereby preventing people from supplanting milk with
kefir. Apart from that, high production cost too, which is driving up
market price, is also dealing a blow to sales. Notwithstanding such
challenges, the market for kefir is expected to tread a steady growth
path in the near term on the back of strong marketing initiatives of
existing companies to popularize their products.
The
various types of kefor sold in the market are organic kefir, frozen
kefir, low fat content kefir, and Greek kefir. Currently, the organic
kefir accounts for a leading share in the market due to a rising crop
of discerning consumers who prefer natural, organically produced food
stuff sans any chemical additives.
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