PARTNERS

Kefir formats flourish in fermented dairy drinks

Kefir appears to be bucking the trend that has seen launch activity in drinking yogurts and fermented beverages remain relatively static in recent years. While kefir launch numbers are still limited globally, Innova Market Insights data indicate that they grew more than three-fold between 2011 and 2016. This is despite launches in the overall drinking yogurt/fermented beverages sub-category rising by a much more modest +60%.

 “As interest in fermented dairy products spread in the west alongside the arrival of the so-called functional foods market in the 1990s,” reports Lu Ann Williams, Director of Innovation at Innova Market Insights. “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 US,” she adds.

The US pioneered the kefir market in the west and brought value-added options in resealable plastic bottles to the mainstream market. This allowed for more direct competition with other dairy and non-dairy beverages. It accounted for over one-third of global kefir launches in 2016 and beverages featuring kefir accounted for 40% of US drinking yogurt/fermented beverages introductions overall, compared with just over 8% globally. Europe accounted for the bulk of the remainder, led by more traditional markets in Eastern Europe, although launches in Western Europe have grown strongly, but from a very small base. 

Kefir is strongly promoted on its healthy properties, particularly with rising interest in fermented foods and beverages overall. All US and nearly 94% of global launches used some kind of health positioning in 2016. There was initial emphasis on probiotics, particularly focusing on digestive health benefits. Even though regulatory issues have made this type of claim more difficult in some parts of the world, digestive health claims were still used for nearly two-thirds of global launches in 2016. 

Nearly half of kefir launches use low fat claims and the sector has also not been slow to exploit rising concerns over sugar intake in the diet. The number of global launches positioned on low sugar/no-added-sugar and sugar free positionings double in 2016 to feature in 20% of the total. Organic and lactose free variants are also increasingly common, among kefir launches.

 

About The Innova Database: 

The Innova Database is the product of choice for the whole product development team. See what food manufacturers are doing around the world in a way you never thought possible. Track trends, competitors, ingredients and flavors. It contains excellent product pictures, search possibilities and analysis.

Get the world of new products on your desk, set e-alerts, examine category activity, find new ideas, be inspired. In today’s fast moving environment this is a resource you cannot afford to be without.

 

LATEST NEWS

UVB treatments of packaged ready-to-eat salads

  Ready-To-Eat (RTE) salads conveniently pre-prepared in bags can promote the intake of natural bioactive compounds, including antivirals such as quercetin. However, the content of...

Regulation EU 2024/1611 authorising the placing on the market of a novel food

  Commission Implementing Regulation (EU) 2024/1611 of 6 June 2024 authorising the placing on the market of isomaltulose powder as a novel food and amending Implementing...

With a new president and an extended range of downstream solutions, Vinitech-Sifel is stepping up its commitment to the sector

  The date has already been set: Vinitech-Sifel will be held at Bordeaux Exhibition Centre from 26 to 28 November. The world's leading event for...

ASCOLTATE IL PODCAST DI "ALIMENTI FUNZIONALI"

DOVE TROVARE LE NOSTRE RIVISTE

8-12/09/2024, RIMINI
24-26/09/2024 - NORIMBERGA, GERMANIA
9-12/10/2024 - MILANO
16-17/10/2024 - VERONA
5-7/11/2024 - DUBAI, EAU
6-7/11/2024 LA ROCHELLE, FRANCIA
12-15/11/2024 MILANO
18-20/11/2024 - SAHANGHAI, CINA
19-21/11/2024 - FRANCOFORTE, GERMANIA
24-26/11/2024 - NORIMBERGA, GERMANIA
26-28/11/2024 BORDEAUX, FRANCIA
18-22/01/2025 - RIMINI
2-5/02/2025 - COLONIA, GERMANIA
5-7/02/2025 - BERLIN, GERMANIA
16-18/02/2025 - RIMINI
23-25/02/2025 - BOLOGNA
16-18/03/2025 - DÜSSELDORF, GERMANIA
18-22/05/2025 - DÜSSELDORF, GERMANIA
27-30/05/2025 - MILANO

CATALOGO LIBRI

CATALOGO RIVISTE