Zenith Global Report
European Kefir Report An overview of the European kefir market
2019
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Contents Section 1.Introduction and scope Executive Summary European kefir market overview European kefir opportunities Kefir market analysis: Russia Ukraine
Poland Germany UK
Brand profiles
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Introduction and scope
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1. Introduction and scope Overview Commentary
Scope European coverage of the kefir market, including historic data and future outlook of the market such as the category size and growth, kefir variants and packaging, price per litre and its comparison with other dairy fermented beverages, consumer profile, top players, kefir SWOT analysis and new product launches. The data presented in this report covers the following countries
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East Europe: Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine
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West Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
Katarzyna Witek Insight Manager
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1. Introduction and scope Definition Kefir •
Kefir is a fermented milk drink made by adding a live culture of yeast and bacteria (the so-called ‘kefir grains’) to milk and leaving it to ferment at room temperature for around 24 hours. The microorganisms in the kefir grains multiply and ferment the sugars in the milk, turning it into kefir. The grains are then strained and transferred to a fresh jar of milk to be used again for a new batch, while the strained kefir is ready to drink.
•
Traditional kefir is made from cow’s milk or goat’s milk.
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Dairy-free versions of kefir can be made with plant milk, such as coconut, rice and soy.
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Kefir is sour in taste and slightly fizzy due to carbon dioxide, which is the end product of the fermentation process.
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Executive summary
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2. Executive summary Key findings Commentary
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European kefir market overview
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3. European kefir market overview Sub-regions’ kefir volume and value share Kefir volume share by sub-region, 2018
50.0% 50.0% East Europe West Europe
Kefir value share by sub-region, 2018
40.0% East Europe West Europe 60.0%
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Commentary
3. European kefir market overview Kefir market volume and value Commentary
Kefir market volume and % growth 700
6.0%
600
5.0%
500
4.0%
400 3.0% 300 2.0%
200
1.0%
100 0
0.0% 2013
2014
2015
2016
Volume in million litres
2017
2018
% change
Kefir market value and % growth 720 700 680 660 640 620 600 580 560 540
10.0%
10.0%
12.0% 10.0% 8.0% 6.0%
5.0%
4.0%
5.0%
2.0% 0.0% 2013
2014
2015
2016
Value in million Euros
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10.0%
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2017 % change
2018
3. European kefir market overview Top 4 kefir consumption countries Commentary
Top 4 countries by volume, 2013 20.0% 20.0%
Country a
Country b Country c Country d
20.0% 20.0%
20.0%
Others
Top 4 countries by volume, 2018
20.0% Country a Country b Country c
20.0%
40.0%
Country d Others
10.0% 12
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10.0%
3. European kefir market overview Kefir variants and packaging Kefir variants
Kefir types - % volume share, 2018
Commentary
50.0%
50.0%
Plain kefir
Flavoured kefir Kefir packaging
Packaging volume % share, 2018
Commentary
20.0% 25.0% 10.0%
20.0% 25.0% Plastic bottles
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Plastic pouches
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Cartons
Plastic cups
Others
3. European kefir market overview Kefir price evolution and comparison with other categories Commentary
Kefir price evolution
Euro 4.00 3.00 2.00
1.00 0.00
2013 2014 2015 Average price per litre (ppl) Ukraine ppl Germany ppl
2018 price per litre Euro
Country
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Kefir
Drinking yoghurt
2016
2017 2018 Russia ppl Poland ppl UK ppl
Buttermilk
Ryazhenka
2019f
Sour milk
3. European kefir market overview Consumer profile Commentary
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3. European kefir market overview Kefir market forecast Commentary
Kefir volume share by sub-region, 2023
25.0% East Europe West Europe
75.0%
Top 4 countries by volume, 2023
Country a
30.0%
40.0%
Country b Country c Country d Others
10.0% 10.0% 16
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10.0%
3. European kefir market overview Kefir market forecast Commentary
Kefir market volume and % growth 1,200
5.0%
5.0%
5.0%
5.0%
5.0%
6.0%
5.0%
1,000
5.0%
800
4.0%
600
3.0%
400
2.0%
200
1.0%
0
0.0% 2018
2019f
2020f
2021f
2022f
Volume in million litres
2023f % change
Kefir market value and % growth 1,620 1,600 1,580 1,560 1,540 1,520 1,500 1,480 1,460 1,440
25.0%
20.0% 20.0% 15.0% 10.0% 10.0%
10.0%
10.0% 10.0% 5.0% 0.0%
2018
2019f
2020f
2021f
Value in million Euros
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10.0%
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2022f % change
2023f
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European kefir opportunities
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4. European kefir opportunities Highest growth countries Countries with the highest volume CAGR % 2018-23 country d
20.0%
country c
20.0%
country b
30.0%
country a
30.0%
0.0%
10.0%
20.0%
30.0%
40.0%
Kefir market size in the highest growth countries Million litres 45 40 35 30 25 20 15 10 5 0
country a country b country c country d
2018
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2023
Commentary
4. European kefir opportunities Countries with the highest opportunities Volume CAGR % 2018-23 45%
Countries with the biggest volume gains between 2018 and 2023
Kefir dynamics by country - forecast
country g
30.0
country f
15.0
Bubble size shows 2023 volume country e
40%
10.0
country d 35%
country c
country, 30.0%
30% 25%
country, 15.0%
15% country, 5.0%
country, 10.0% country, 5.0%
0% 0.00
0.50
1.00
1.50
2.00
2.50
-5%
Per capita consumption in 2023f (litres)
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country b
5.0
country a
5.0
Commentary country, 15.0%
5%
15.0
0.0 country, 20.0%
20%
10%
20.0
3.00
3.50
Additional volume in million litres
10.0
20.0
30.0
40.0
4. European kefir opportunities Kefir SWOT analysis
S
Strengths
Commentary
O
Opportunities
Commentary
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W
Weaknesses
Commentary
T
Threats
Commentary
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Country
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5. Country kefir market overview Kefir market volume and value Commentary
Kefir market volume and % growth 900 800 700 600 500 400 300 200 100 0
5.0%
5.0%
6.0% 4.0%
4.0% 4.0%
5.0% 4.0% 3.0% 2.0% 1.0% 0.0%
2013
2014
2015
2016
Volume in million litres
2017
2018
% change
Kefir market value and % growth 720 700 680 660 640 620 600 580 560 540
0.0% -2.0% -5.0%
-4.0% -6.0%
-10.0%
-10.0%
-8.0%
-10.0%
-10.0% -12.0% 2013
2014
2015
2016
Value in million Euros
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-5.0%
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2017 % change
2018
5. Country kefir market overview Kefir variants and packaging Kefir variants
Kefir types - % volume share, 2018
Commentary
20.0%
80.0%
Plain kefir
Flavoured kefir
Packaging volume % share, 2018
Kefir packaging 25.0%
Commentary 25.0%
25.0%
25.0% Plastic pouches
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Plastic bottles
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Cartons
Others
5. Country kefir market overview Kefir price evolution and comparison with other categories Commentary
Kefir price evolution
Local currency
Euro
65.00
1.20 1.00 0.80 0.60 0.40 0.20 0.00
60.00 55.00 50.00 45.00 2013
2014
2015
2016
2017
2018
2019
Price per litre in the local currency Price per litre in Euros
2018 price per litre
Local currency Euro
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Kefir
Drinking yoghurt
Ryazhenka
Prostokvasha
Regional fermented products
5. Country kefir market overview Consumer profile Commentary
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5. Country kefir market overview Top players and innovations Top players
Top 5 kefir producers by volume, 2018
Commentary
10.0% 10.0% 50.0%
10.0%
10.0%
producer
Innovations Commentary
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10.0% producer producer
producer
producer
producer
5. Country kefir market overview Kefir market forecast Commentary
Kefir market volume and % growth 700
0.0%
600
-0.5%
500
-1.0%
400
-1.5%
300
-2.0%
200
-2.5%
100 0
-3.0% -3.0%
-3.0%
-3.0%
-3.0%
-3.0%
-3.0%
2018
2019f
2020f
2021f
2022f
2023f
Volume in million litres
-3.5%
% change
Kefir market value and % growth 700
16.0%
600
15.0%
15.0%
15.0%
12.0%
500 400
14.0% 10.0%
10.0%
10.0%
10.0%
8.0%
300
6.0%
200
4.0%
100
2.0%
0
0.0% 2018
2019
2020
2021
Value in million Euros
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2022 % change
2023
5. Country kefir market overview Kefir SWOT analysis
S
Strengths
Commentary
O
Opportunities
Commentary
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W
Weaknesses
Commentary
T
Threats
Commentary
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Conclusion
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6 Conclusion Key summary points Commentary
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Brand profiles
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7. Brand profiles Flavoured kefir
Product origin
Website: Commentary
Product information:
Launch date: Positioning and channels:
Pack size and type:
Price:
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