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There is a growing global trend towards natural and functional foods, with consumers seeking products that offer health benefits beyond basic nutrition. Kefir fits into this trend as a functional food with potential digestive and immune health benefits. The desire for clean label products and those perceived as being minimally processed has further boosted the demand for kefir, as it is often positioned as a wholesome, natural beverage. The association of kefir with digestive health and potential immune-boosting properties has resonated well with consumers looking for products that contribute to overall well-being.