Kefir Market

Kefir Market Size and Share:

The global kefir market size was valued at USD 2,155.31 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 3,678.63 Million by 2033, exhibiting a CAGR of 5.81% during 2025-2033. Europe currently dominates the market, holding a significant market share of over 45.7% in 2024. The market is expanding as consumer demand for probiotic-rich, functional beverages grows. Innovations in flavors, clean-label formulations and fortified variants are driving product diversification. Strong branding, health benefits and product differentiation remain key competitive factors influencing kefir market share.

The kefir market is expanding due to rising consumer demand for probiotic-rich beverages driven by gut health awareness and functional food trends. Manufacturers are innovating with plant-based kefir alternatives catering to lactose-intolerant and vegan consumers. Clean-label and organic kefir products are gaining traction while new flavors and fortified variants enhance market appeal. E-commerce and retail expansion are boosting accessibility. According to the report published by ITA, the global B2B ecommerce market is projected to reach USD 36 Trillion by 2026, growing at 14.5% CAGR with APAC holding 80% market share. Meanwhile, B2C ecommerce is expected to hit USD 5.5 Trillion by 2027 driven by sectors like consumer electronics and biohealth pharmaceuticals, especially in India.

The U.S. kefir market is driven by increasing consumer awareness of probiotics and gut health benefits fueling demand for functional dairy and non-dairy beverages. Growing lactose intolerance and vegan preferences are accelerating plant-based kefir innovation. For instance, In March 2024, Pure Culture announced its plans to launch a new "dual-serve" kefir product featuring 12-ounce bottles with two 6-ounce servings aimed at health-conscious millennials seeking on-the-go nutrition. The lactose-free kefir will debut at the Natural Products Expo West in Anaheim showcasing innovative flavors that prioritize convenience and sustainability without compromising quality. Clean-label, organic and low-sugar formulations appeal to health-conscious buyers. Expanding retail distribution including supermarkets and e-commerce enhances product accessibility. Rising interest in fermented foods coupled with research linking probiotics to immunity and digestion further supports market growth with leading brands introducing diverse flavor options.

Kefir Market Trends:

Expansion of Plant-Based Kefir

The plant-based kefir segment is expanding as consumers seek dairy-free probiotic options. Brands are developing kefir from coconut, almond, oat and soy milk to cater to vegan and lactose-intolerant consumers. For instance, in October 2023, Biotiful Gut Health launched the UK’s first Oat Kefir yogurts made with gluten-free oats and packed with live vegan cultures. Available in Vanilla and Cherry flavors these yogurts promise a creamy texture and clean nutrition without added sugar. These alternatives mimic traditional kefir’s tangy taste and probiotic benefits while offering enhanced digestibility. Increasing demand for clean-label, allergen-free, and sustainable beverages further drives this trend. Innovations in fermentation techniques and fortification with vitamins, minerals, and proteins are improving nutritional profiles, making plant-based kefir a mainstream health beverage.

Retail and E-Commerce Growth

Retail and ecommerce growth is accelerating kefir market expansion by improving accessibility and consumer reach. Supermarkets and specialty stores are increasing kefir shelf space while online platforms provide convenience and subscription options. Digital marketing and direct-to-consumer models help brands engage health-conscious buyers. Ecommerce enables niche kefir brands to compete alongside established players, offering organic, plant-based and functional variants. The U.S. Census Bureau reported that retail e-commerce sales for Q4 2024 reached $308.9 billion up 2.7% from Q3. Total retail sales hit $1,883.3 billion a 1.8% increase. E-commerce constituted 16.4% of sales with total e-commerce for 2024 at $1.192.6 billion rising 8.1% from 2023. Promotional discounts, customer reviews and personalized recommendations further boost sales making kefir more widely available across diverse consumer demographics.

Rising Demand for Probiotics

The rising demand for probiotics is driving kefir market growth as consumers prioritize gut health and immunity. Kefir, rich in live cultures and beneficial bacteria is gaining popularity as a functional food supporting digestion and overall wellness. Increased awareness of the gut-brain connection and microbiome health further fuels adoption. Health-conscious consumers seek natural and probiotic-rich beverages over sugary alternatives. The trend is reinforced by medical research, influencer endorsements and product innovations making kefir a preferred choice in the functional beverage sector. The growing preference for fermented beverages with diverse probiotic strains is encouraging manufacturers to expand product portfolios with dairy and plant-based kefir options. Increasing investments in R&D and sustainable packaging solutions are enhancing product appeal and market penetration. These factors are shaping market expansion and increasing consumer acceptance creating a positive kefir market outlook.

Kefir Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global kefir market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on nature, category, product type and distribution channel.

Analysis by Nature:

• Conventional
• Organic

Conventional leads the market with around 82.6% of the market share in 2024. Conventional kefir dominates the market due to its established consumer base, widespread availability, and cost-effectiveness compared to organic and plant-based alternatives. Dairy-based kefir, made from cow, goat, or sheep milk, remains the preferred choice for its authentic taste, texture, and high probiotic content. Supermarkets and convenience stores primarily stock conventional kefir, ensuring strong retail presence. While organic and plant-based variants are growing, conventional kefir continues leading, driven by its affordability, familiarity, and broad acceptance among health-conscious and mainstream consumers.

 Analysis by Category:

• Flavored Kefir
• Non-Flavored Kefir 

Flavored kefir is gaining traction as consumers seek variety and enhanced taste in probiotic beverages. Manufacturers are introducing fruit-based, vanilla, honey, and spice-infused kefir to appeal to diverse preferences. These variants often include added vitamins, minerals, and functional ingredients to boost health benefits. Retail expansion and increased marketing efforts are driving sales, particularly among younger demographics. While sugar content remains a concern, brands are offering low-sugar and natural sweetener options to cater to health-conscious consumers without compromising flavor.

Non-flavored kefir remains a staple in the market, preferred for its traditional taste and versatility. It is widely used in cooking, smoothies, and health-conscious diets due to its pure probiotic content and absence of artificial additives. This category appeals to consumers prioritizing functional health benefits over taste enhancement. The rising preference for clean-label, unsweetened, and organic options is further driving the kefir market demand. Non-flavored kefir dominates in the functional food segment, attracting those focused on gut health and natural nutrition.

Analysis by Product Type:

• Milk Kefir 
• Water Kefir

Milk kefir leads the market with around 81.2% of market share in 2024. Milk kefir dominates the kefir market due to its rich probiotic profile, nutritional benefits, and widespread consumer preference. Made from cow, goat, or sheep milk, it offers essential proteins, calcium, and vitamins, making it a staple in health-conscious diets. Its tangy taste and creamy texture appeal to a broad audience, while strong retail presence in supermarkets ensures accessibility. Despite the rise of plant-based alternatives, milk kefir remains the leading category, driven by its traditional appeal, affordability, and well-established health benefits.

Analysis by Distribution Channel:

• Offline 
• Online

Offline leads the market with around 85.4% of market share in 2024. The offline segment leads the kefir market due to strong retail distribution across supermarkets, hypermarkets, health food stores, and specialty shops. Consumers prefer purchasing kefir in physical stores to check freshness, ingredients, and brand options before buying. Supermarkets dominate sales with dedicated refrigerated sections, while specialty stores attract health-conscious buyers seeking premium and organic kefir. Sampling opportunities, in-store promotions, and immediate product availability further strengthen offline sales. Despite e-commerce growth, offline retail remains dominant due to consumer trust and accessibility.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

In 2024, Europe accounted for the largest market share of over 45.7%. Europe holds the largest share in the kefir market due to its strong tradition of consuming fermented dairy products and growing health awareness. Countries like Russia, Germany, Poland, and the UK drive demand, with kefir being a staple in Eastern European diets. Increasing consumer interest in gut health, probiotics, and functional foods further fuels growth. Supermarkets, health food stores, and specialty retailers ensure wide availability. The region’s established dairy industry, coupled with innovations in organic and plant-based kefir, reinforces market dominance.

Key Regional Takeaways:
 

North America Kefir Market Analysis

North America kefir market is driven by increasing consumer awareness of gut health and the benefits of probiotic-rich beverages. Growing kefir adoption is being supported by a strong preference for functional and minimally processed foods, as more individuals seek natural digestive health solutions. Consumers are shifting towards fermented dairy and plant-based alternatives, boosting demand for diverse kefir products, including organic and flavored variations. The growing kefir adoption is further fueled by expanding retail availability, with supermarkets, health food stores, and online platforms increasing their kefir offerings. The convenience of ready-to-drink probiotic beverages is attracting busy consumers, enhancing market penetration. The growing kefir adoption continues to shape product innovation and marketing strategies, as brands focus on appealing to a health-conscious audience. As awareness of functional foods increases, kefir demand is expected to rise further.

United States Kefir Market Analysis

In 2024, the United States accounted for over 86.40% of the kefir market in North America. Growing kefir adoption is being driven by a growing focus on a healthy diet, as consumers increasingly prioritize nutritious and functional beverages. According to a survey, approximately 68% of American participants consider healthy eating habits to be a crucial factor in enhancing the likelihood of a long and healthy life. Kefir, known for its probiotic content, is gaining traction among health-conscious individuals seeking alternatives to traditional dairy products. The demand is fuelled by an increasing awareness of gut health, leading to a surge in kefir consumption across various age groups. The growing focus on a healthy diet has encouraged manufacturers to expand product variations, including non-dairy and flavoured options, catering to diverse consumer preferences. Supermarkets and health food stores have also increased shelf space for kefir, making it more accessible to consumers. The growing focus on a healthy diet has led to greater consumer interest in fermented products, strengthening kefir’s market presence. Functional food trends continue to support this growth, as consumers seek natural and minimally processed beverages. As the growing focus on a healthy diet remains a key priority, kefir adoption is expected to expand further.

Asia Pacific Kefir Market Analysis

The growing online distribution channel is significantly driving kefir adoption, making the product more accessible to a broader consumer base. As reported by the India Brand Equity Foundation, India's e-commerce platforms reached a significant achievement, attaining a Gross Merchandise Value (GMV) of USD 60 billion in the fiscal year 2023, which represents a 22% increase compared to the prior year. E-commerce platforms have become instrumental in expanding kefir’s reach, offering convenience and wider product selections. The growing online distribution channel allows consumers to explore different kefir variants, including dairy-free and flavoured options, catering to dietary preferences. The ease of online shopping has enabled kefir brands to target urban and rural consumers, enhancing market penetration. Subscription-based services and direct-to-consumer models are further boosting kefir sales, as companies leverage digital marketing to create awareness. The growing online distribution channel facilitates competitive pricing and promotional offers, attracting price-sensitive consumers and driving repeat purchases. The digital space provides opportunities for kefir brands to educate consumers on the product’s benefits, further increasing adoption. As e-commerce continues to evolve, the growing online distribution channel will play a crucial role in sustaining kefir’s market expansion across the region.

Latin America Kefir Market Analysis

Growing kefir adoption is being driven by growing disposable income, allowing consumers to explore new and healthier food choices. Reports indicate that Latin America's overall disposable income is projected to rise by nearly 60% between 2021 and 2040.As financial stability improves, more individuals are willing to invest in premium and functional foods, including kefir. The growing disposable income encourages consumers to prioritize health and wellness, leading to a shift in dietary habits. Kefir is increasingly perceived as a nutritious alternative to traditional dairy beverages, aligning with evolving consumer preferences. The affordability of kefir in relation to its perceived health benefits further strengthens its market position. As growing disposable income continues to support lifestyle changes, kefir adoption is expected to expand.

 Middle East and Africa Kefir Market Analysis

Growing kefir adoption is being influenced by a growing rising preference for healthy snacks and drinks because of growing tourism, which has introduced consumers to global dietary trends. For example, Dubai received 14.96 million overnight visitors from January to October 2024, reflecting an 8% increase in comparison to the same period in 2023, showcasing strong growth in tourism. As international travellers seek familiar and nutritious options, kefir has gained visibility in hotels, cafes, and retail stores. The growing rising preference for healthy snacks and drinks because of growing tourism has encouraged local businesses to expand kefir offerings, catering to health-conscious consumers. Kefir’s appeal as a probiotic-rich beverage aligns with evolving dietary patterns, reinforcing its presence in the market. As the growing rising preference for healthy snacks and drinks because of growing tourism continues, kefir demand is set to rise.

Competitive Landscape:

The kefir market is highly competitive with various key players focusing on product advancements, branding, and distribution expansion. Companies are introducing organic, plant-based, and fortified kefir variants to cater to evolving consumer preferences. Strong retail presence in supermarkets and health stores remains a priority, while online platforms are gaining importance for direct-to-consumer sales. Manufacturers are investing in marketing campaigns, emphasizing gut health benefits and clean-label formulations. Strategic partnerships, mergers, and acquisitions are shaping market competition, while pricing strategies and packaging innovations enhance brand differentiation. Continuous R&D efforts to improve taste, texture, and nutritional value further drive market competitiveness.

The report provides a comprehensive analysis of the competitive landscape in the kefir market with detailed profiles of all major companies, including:

• Biotiful Dairy Ltd.
• Green Valley Creamery
• Liberte Les Produits De Marque Inc.
• Lifeway Foods, Inc.
• Maple Hill Creamery, LLC.
• Nestlé S.A.
• Redwood Hill Farm & Creamery
• Valio Ltd.

Latest News and Developments:

• December 2024: Lifeway Foods has significantly increased the availability of its ProBugs Organic Kefir for children, now found in more than 250 Harris Teeter locations. Offered in convenient single-serve pouches, the kefir comes in two flavors: Strawnana and Goo-berry. This expansion enhances Lifeway's presence in the probiotic dairy market.
• September 2024: Lifeway Foods has made its debut in South Africa by launching a range of kefir products, including Plain, Blueberry, and Strawberry flavors. These are now available in various independent health food stores and select chains such as Pick n Pay and Shoprite. The company aims to leverage the growing interest in cultured dairy beverages while expanding its international footprint with minimal capital expenditure.
• August 2024: Biotiful Gut Health, a prominent kefir brand in the UK, has introduced a groundbreaking high-protein kefir drink containing 20g of clean protein along with live cultures. This new product line merges the health benefits of gut-friendly kefir with a high-protein profile, targeting the food-to-go market and setting a new standard in the industry.
• March 2024: Pure Culture Organics has unveiled a new kefir line at Natural Products Expo West 2024, highlighting 12 probiotic strains and over 50 billion CFUs per serving. The brand has introduced Kefir+Collagen, the first kefir infused with collagen aimed at offering enhanced health benefits. This product is free from lactose, stabilizers, and artificial additives, providing a clean and sustainable choice. Co-founder Edward Smolyansky underscores the brand’s commitment to creating the best kefir through purity and simplicity.
• January 2024: Straus Family Creamery has launched a line of organic low-fat kefirs, adding to its premium dairy offerings. This slow-fermented beverage, which has a yogurt-like consistency and contains live cultures, is available in plain and blueberry flavors. It can be enjoyed as a drink, used in marinades, or as a substitute for buttermilk.

Kefir Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the kefir market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global kefir market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the kefir industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.