# Dairy-Free Kefir Kefir Water is a lactose-free source of probiotics and beneficial bacteria. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jul 4, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/dairyfree-kefir ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## What is the Dairy-Free Kefir trend? **Dairy-Free Kefir:** Beverage brands are using kefir water, which is made with sugar or coconut water cultured with kefir grains, to offer similar gut-health benefits to its dairy-based counterparts. Such products highlight how brands are adapting to the rise in plant-based and dairy-free diets while still offering the health benefits consumers are looking for. ## The consumer insight behind the Dairy-Free Kefir trend As more consumers have come to understand how their diet impacts their overall health and sense of wellbeing, they become empowered to use what they eat and drink as a functional driver for wellness. Beyond this, the rise of restriction diets and by extension products like dairy-free kefir speaks to the individualized nature of a consumers' wellness journey. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 16, 2017 to Sep 3, 2019 - Published: Jul 4, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Dairy-Free Kefir trend ### Plant-Based Products Beverage brands are using kefir water to adapt to the rise in plant-based and dairy-free diets. ### Convenient Probiotics Consumers are turning to compact probiotic shots and water-based drinks for convenience. ### Wellness Personalization The rise of restriction diets and products like dairy-free kefir speaks to the individualized nature of consumers' wellness journeys. ## What the Dairy-Free Kefir trend means for industry ### For Beverage Industry Brands are adapting to plant-based and dairy-free diets to offer similar health benefits. ### For Health and Wellness Industry Consumers are seeking more convenient access to probiotics through food and beverages. ### For Personalized Nutrition Industry The rise of restriction diets and products like dairy-free kefir speaks to the individualized nature of consumers' wellness journeys. ## Workshop question Consider how your brand could better adapt to the shifting preferences of your customers. ## Trend signals for Dairy-Free Kefir Trend score 4.7 out of 10, from popularity 71%, activity 62%, freshness 9%. - Popularity: 71% - Activity: 62% - Freshness: 9% ## Examples of the Dairy-Free Kefir trend 5 featured examples from Sep 16, 2017 to Sep 3, 2019. - [Sparkling Dairy-Free Probiotic Drinks](https://www.trendhunter.com/trends/probiotic-coconut-water): The inner-ēco Probiotic Coconut Water Products are Tasty (Category: Lifestyle) Implication: Opportunity for beverage companies to introduce new dairy-free probiotic drink options. - [Vegan-Friendly Probiotic Drinks](https://www.trendhunter.com/trends/water-kefir-drinks): The Captain Kombucha Oh My Gutness Water Kefir Drinks are Tasty (Category: Lifestyle) Implication: The beverage industry will need to continue to innovate new flavors and ingredients to meet the growing demand for probiotic and vegan-friendly drinks. - [Fermented Sparkling Beverages](https://www.trendhunter.com/trends/aqua-kefir): GT's Living Foods' Aqua Kefir is an Alternative to Milky Kefir (Category: Lifestyle) Implication: Opportunity for beverage companies to tap into the growing demand for fermented sparkling probiotic beverages. - [Probiotic Coconut Shots](https://www.trendhunter.com/trends/coconut-water-kefir): Thirty-Two Degrees Makes Two-Ounce Coconut Water Kefir Shots (Category: Lifestyle) Implication: The functional beverage industry can benefit from incorporating probiotic shots into their product line and catering to health-conscious consumers. - [Water-Based Probiotic Beverages](https://www.trendhunter.com/trends/probiotic-water-kefir): Goodwolf's Probiotic Water Kefir is Made with Non-Dairy Crystals (Category: Lifestyle) Implication: Opportunity for beverage companies to expand their product line and tap into the growing health and wellness trend. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)