Kefir is driving new launch activity in the drinking yoghurts and fermented beverages category according to Innova Market Insights.
While kefir launch numbers are still limited globally, Innova 's data indicate that they grew more than three-fold between 2011 and 2016, while despite launches in the overall drinking yoghurt/fermented beverages sub-category rising by just 60 per cent.
“As interest in fermented dairy products spread in the West alongside the arrival of the so-called functional foods market in the 1990’s,” Innova Market Insights director of innovation Lu Ann Williams said.
“Kefir started to move out of its home in the Caucasus via limited availability in specialist health food stores in western markets to a more value-added, mainstream positioning, particularly in the USA.”
Kefir is strongly promoted on its healthy properties, particularly with rising interest in fermented foods and beverages overall.
