Organic kefir boom thanks to Tik Tok & Co
ANDECHSER NATUR survey shows why kefir meets the zeitgeist
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Of all things, a drink with a centuries-old tradition is the social media star of 2025 - and is conquering the chiller cabinet from there. GenZ discovers organic kefir and hypes the fermented milk drink on social media as a healthy snack with an absolute beauty effect. Whether as a recipe video for "Glow Drinks" as a self-care routine or as "Good Health" challenges - Andechser Natur's organic kefir with its 7 active cultures is omnipresent. Andechser Natur gets to the heart of this phenomenon with a survey of 500 kefir users:
- Kefir's effect on health and external attractiveness (glow) has very high credibility
- Over 50% of users use kefir as a snack; GenZ also celebrates the variety of uses on social media
- Kefir is already an integral part of everyday life: 53% drink it at least weekly, 32% even several times a week or daily
- Almost four out of five respondents are convinced that fermented products such as kefir will remain an integral part of modern diets
- Over 25% of young users have discovered kefir on social media channels
The survey was conducted in August 2025 by a market research company. People between the ages of 16 and 65 were surveyed, nationally representative by age and gender for kefir consumers in Germany.
Health & beauty are important purchasing arguments
Kefir is not only appreciated for its refreshing taste: 90.8% know that kefir contains active cultures that are good for intestinal health. 81.0 % believe it has a positive effect on appearance, skin and hair - among 16-34 year olds, this figure is as high as 87.2 %. Among young consumers, the most important reasons for drinking are to support the intestinal flora (50.0%) and to aid digestion (44.2%) - ahead of taste.
ANDECHSER NATUR organic kefir impresses health & beauty kefir consumers. Compared to conventional kefir products, it is produced in the traditional way: with organic pasture milk as a valuable source of nutrients and the addition of a complex culture of yeasts and lactic acid bacteria after pasteurization, so that these remain active and can work. Scientific studies indicate that fermented milk products can have a beneficial effect on the intestinal flora.
From hype to a fixed routine
More than half of respondents (53.6%) drink kefir at least once a week. Around a third (32.2%) even drink the fermented drink two to three times a week or daily. Among Gen Z, 53.2% also drink kefir every week.
Almost four out of five respondents (79.0%) are convinced that fermented products such as kefir will remain an integral part of modern nutrition.
"Platforms such as TikTok and Instagram are giving traditional products a new stage. Kefir fits perfectly into the mix of healthy eating, beauty trends and easy preparation. As a living culture, it stands for a return to fermented foods and a new nutritional awareness. With our ANDECHSER NATUR organic kefir mild, we combine natural production with innovative consumption occasions and added value for consumers," says Irmgard Strobl, Head of Marketing and Product Development at Andechser Molkerei Scheitz.
Moments of consumption
Kefir is often used as a snack between meals (53.4%). Equally important are "wellness moments" (37.4%) and breakfast (30.4%). For 20.2%, kefir even occasionally replaces a meal - quick, light and functional. Glow drinks with kefir are particularly popular.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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