Once considered niche segment, fermented dairy drink kefir has found its standing with today’s consumers.

“The kefir market size generated $1.83 billion in 2025 and is projected to reach $ 2.78 billion by 2030, reflecting an 8.72% CAGR and underscoring the category’s steady transition from niche probiotic drinks to mainstream functional beverages,” states Mordor Intelligence in its report “Kefir Market Size & Share Analysis – Growth Trend and Forecast (2025-2030).

In terms of geographics, the report highlights that kefir is strongest globally in North America and Europe, but Asia-Pacific is expanding the fastest.

Julie Smolyansky, CEO of Lifeway Foods Inc., Morton Grove, Ill., explains that the refrigerated kefir market has shown exceptional performance, with exponential growth quarter after quarter.

“Cultured dairy products have been a standout category in food and beverage over the past few years, and Lifeway continues to lead the charge,” Smolyansky states. “As consumers place greater emphasis on gut health and seek probiotic-rich products that support overall wellness, we expect demand for kefir to surge.”

Lifeway has reported an incredible 23 consecutive quarters of year-over-year (YoY) revenue growth, she shares.

“It’s a clear indicator that consumers are increasingly prioritizing functional foods that nourish the microbiome and deliver key nutrients," Smolyansky explains. “Lifeway Kefir is loaded with protein, calcium and vitamin D, making it an ideal choice for those looking to incorporate versatile, health-forward foods into their daily routines.

“We’re confident that Lifeway will continue its upward trajectory as more people discover the benefits of this time-honored, cultured dairy drink,” she continues.

Smolyansky also notes the consumer trends contributing to kefir’s performance. Two major trends she points to are the rising focus on gut health and increased demand for high-protein foods.

“Consumers are becoming more aware that gut health plays a vital role in overall wellness and longevity, and they’re actively seeking out foods that support digestion and the microbiome without compromising on taste,” she says. “Lifeway has been making kefir for almost 40 years, and we’ve dialed in the flavor profiles perfectly.”

Protein has taken center stage as well, Smolyansky adds.

“High-protein foods are widely recommended for supporting muscle maintenance, satiety and healthy aging, and we’ve seen tremendous growth in this area over the past year,” she shares. “What’s particularly exciting is the resurgence of interest in whole dairy, with kefir standing out as a complete protein that also delivers live and active probiotics for digestive health.”

Additionally, she says that there is a new wave of consumers — particularly those using GLP-1 medications — turning to probiotic-rich, high-protein foods that are easy to digest.

“Kefir checks all these boxes, making it an increasingly popular choice for health-conscious consumers across all demographics,” Smolyansky expresses.

Moreover, kefir products offer a variety of benefits for consumers, and Lifeway Kefir has a wide range of benefits, starting with its powerful impact on gut health, the CEO says.

“As a fermented dairy beverage, it’s packed with billion CFUs and 12 live and active probiotic cultures that help nourish the microbiome and have been linked to improved digestion, immunity and gut health,” she shares. “There is also emerging research for benefits in areas like mood, skin and even oral health.”

For those who are lactose sensitive, Smolyansky states that Lifeway Kefir can be a good option. The active cultures support digestions making it easier on the stomach, she adds.

“It’s also a source of complete, protein and delivers bioavailable nutrients such as calcium, vitamin D3 and vitamin B12, which are essential for daily wellness and often sought after by consumers trying to meet their nutrition goals without juggling multiple products,” Smolyansky explains.

Beyond its health benefits, she shares that kefir is incredibly versatile and easy to incorporate into everyday meals.

“Our plain kefir varieties work just as well in sweet or savory recipes as they do on their own,” Smolyansky says. “That makes them an ideal option for busy individuals and families looking for convenient, nutrient-rich foods they can feel good about.”

Lifeway’s 3.5-ounce and 8-ounce bottles are perfect for on-the-go nutrition, whether consumers are looking for a quick hit of protein, probiotics or both, she adds.

Certain flavors of kefir are more popular than others.

Lifeway’s classic flavors like Plain, Strawberry and Blueberry continue to be longtime favorites, Smolyansky says.

“But what really sets Lifeway apart is our range,” she shares. “We offer something for every taste.”

However, the CEO notes that Lifeway is always exploring new ideas to surprise and inspire its customers.

“We love to experiment and push boundaries, which is why you’ll find options like our rich and creamy Black Cherry, made with organic whole milk, alongside more adventurous varieties like our sweet and spicy Hot Honey and our smooth and mild Pistachio Rose Vanilla,” Smolyansky says.

Lifeway stays close to its consumers and keeps an eye on emerging trends, she adds.

“That curiosity and creativity drive our product catalog,” Smolyansky states. “Whether someone is reaching for an old favorite or trying something new, we make sure there’s always a delicious option waiting.”

As for challenges facing the kefir market, Smolyansky observes only opportunities right now.

“Every category may have challenges to contend with, but we’ve navigated through rough waters before, and it has only made us better as a company,” she expresses. “We think kefir is poised to accelerate in the coming years. It’s what we’ve been laying the groundwork for all this time.”

Smolyansky shares that Lifeway is prepared to have its best years yet. She predicts what is next for the kefir market.  

“Innovation has been at the heart of Lifeway’s success for nearly 40 years,” Smolyansky says. “It’s how we’ve grown in the business, expanded our offerings and established ourselves as leaders in the category. Looking ahead, we’re continuing to explore new formats, flavors and functional features to meet the evolving needs of today’s consumer.”

For example, this past year, Lifeway launched a blend of collagen and probiotic kefir cultures with its Probiotic Smoothie + Collagen line. There is growing evidence that both probiotics and collagen might support skin health, Smolyansky notes, so combining the two felt like a natural step.

“This is the kind of thoughtful innovation we’ll continue to pursue,” she says. “We aim to be deliberate, smart and science backed as we bring new items to shelves.”

From gut health to immune support, the Lifeway CEO feels that more people are recognizing the connection between nutrition and overall well-being.

“Kefir is uniquely positioned to play a central role in that conversation,” Smolyansky concludes. “We’re excited to keep pushing boundaries, reaching new audiences and driving kefir’s growth as a staple in more homes and lifestyles across the country.”