Water kefir market summary
- Water kefir is a dairy-free probiotic drink fermented from sugar water
- The water kefir market is expected to grow by a CAGR of 9.5% between 2026 and 2033
- Its popularity is driven by desire for plant-based, healthy and functional drinks
- Packaging and flavour innovations are also driving growth
- The main growth areas are North America and Europe
Kefir has taken the world by storm. The popularity of the gut-friendly dairy drink has ballooned in recent years, dominating shelf-space in supermarkets worldwide and in the UK in particular.
And it’s not done yet. The market for the probiotic drink is expected to grow substantially, with Mordor Intelligence predicting a CAGR of 8.72% between 2025 and 2030.
Leading brand Biotiful Gut Health – whose recent acquisition by dairy giant Muller signals just how hot the category has become – boasts that someone consumes its drink “every 16 seconds”.
But what about kefir’s dairy-free counterpart, water kefir? Could this be the next growth opportunity?
What is water kefir?
Water kefir, also known as tibicos, is a dairy-free alternative to milk kefir. Not quite as well-known as its dairy counterpart, it originated in Mexico rather than the Caucasus Mountains in Eurasia, where milk kefir came from.
The drink is fermented from sugar water rather than dairy. It has several benefits over milk kefir, such as being suitable for those with lactose intolerance or following a vegan diet.
Furthermore, it tends to be lower in calories than dairy-based kefir, although this often depends on the sugar used for fermentation, explains a spokesperson for drinks brand Agua de Madre. In terms of taste, it is often described as “refreshing and bubbly”.
However, it also has similar probiotic culture numbers and benefits as milk kefir.
The drink is made through a mother culture of kefir grains, explains the Agua de Madre spokesperson.
“When the grains are placed into water with a source of sugar (actual sugar or fruit) a fermentation occurs. This fermentation produces both more yeast and bacteria (particularly Lactic acid bacteria), as well as metabolising the sugar to produce a small amount of CO2. The finishing product can vary in flavour based on the sugar or fruits used; however, it will always have a soft lactic acid note and fermented flavours.”
Could water kefir be the next gut health opportunity?
Water kefir may have a bright future, with significant growth projected for the segment.
It is predicted to grow at a CAGR of 9.5% from 2026 to 2033, according to Verified Market Research, reaching $2.5bn (€2.1bn) by 2033.
While milk kefir still dominates the market, water kefir is the fastest growing segment, according to the Agua de Madre spokesperson.
Water kefir has several advantages when it comes to appealing to consumers.
The success of the market is based on consumer desire for plant-based, functional and healthy beverages, according to Verified Market Research. It is seen as an alternative to sugary sodas and alcoholic beverages.
This is enhanced by the growing awareness of probiotics among consumers, as the gut health market expands.
“Kefir resonates strongly with health-conscious consumers seeking probiotic, gut-friendly options. This elevates both milk and water kefir into high-growth ‘better-for-you’ beverage territory,” explains the Agua de Madre spokesperson.
Innovations in packaging and flavour are further boosting the appeal of the sector, according to Verified Market Insights. The water kefir market is dominated by fruit flavour, which makes up 50%.
Water kefir is not just a drink: it is being incorporated into salad dressings, sauces and marinades, and even moving beyond food and beverage to be used in cosmetics.
However, despite its many benefits, some difficulties remain. For example, it is expensive to produce, difficult to scale, and has a short shelf life.
The water kefir market is dominated by North America, making up 40% of purchases. Europe isn’t far behind, however, with 30%.
While emerging markets currently have a small share, Verified Market Research predicts that it has the potential to further expand there.