Kefir as a Superfood: How Social Media Maintains Local Character in a Global World
The article is fully authored by YouScan's Ambassador Marek Tobota. He is a Digital Ethnographer and Expert in Social Media Listening, Social Intelligence & Brand Strategy.
The global nature of social media often leads to the assumption that consumers everywhere are subject to the same interest trends. Just look at the craze around Labubu. The recent renaissance of kefir interest in various parts of the world seems to confirm this idea, but a closer look at the data and content analysis reveals how varied local dynamics can be and that culture, even in an age of globalization, still moves at two different speeds.
Observers of global social media, focused on the international attention a topic receives, may overlook the highly differentiated dynamics in specific regions, countries, or even cities. Moreover, surface-level observations about the scale of interest often obscure the nuances—how a topic translates to purchasing decisions or even shifts in attitudes and behaviors.
How food trends emerge in different countries
Food topics are a particularly revealing context here. Consider high-level issues like food waste. It’s easy to track on social platforms the rise of official narratives from governmental agencies and NGOs supporting food waste reduction.
The topic gains traction simultaneously with influencers, as well as everyday users. Apps like Too Good To Go have effectively addressed this need, and the unboxing of surprise packages saved from restaurants and supermarkets has become a popular theme in social video.
Interestingly, despite app availability in many countries, social interest in such packages develops quite differently across markets. Poland peaked earlier than France, while recently the topic surged in the UK.
In every country, regional gastronomic specifics naturally appear similar, but never identical. Moreover, the statements about food waste revealed subtle cultural differences in the perception of this topic on the axis between abundance and frugality.
From global superfoods to local favorites
One might argue that many differences stem from the communication strategy of the Too Good To Go app itself. Even the strongest advocates of global monoculture agree that inspiration now flows from many varied sources.
The United States has lost its monopoly as a hub and amplifier for trends; increasingly, they emerge directly from their origin—such as rising influences from Asia, notably Korea. Regardless, today we have global access to Korean productions on Netflix, K-pop on Spotify, or Korean skincare tutorials spread by local influencers and picked up by creators in other markets.
How kefir gained popularity in Poland
Returning to food as a superfood within this context, the last five years have seen kimchi boom globally as the quintessential trendy superfood, which fits all the globalized molds.
This brings us to kefir, a product that breaks that pattern by focusing attention not on culturally distant discoveries, but on local foods with strong health credentials. During one project, I observed an explosion of interest in kefir in Poland this June (only the United States had more social media mentions of kefir than Poland). Here’s what happened:
👉 Female influencers presented kefir as a secret to a flat stomach, and such content quickly went viral in fitness, exercise, and health-oriented circles.
👉 Nutritionists joined the discussion, highlighting both benefits and potential risks of daily kefir consumption for specific cases.
👉 Some creators mocked the trend, reminding followers that kefir alone won't replace a balanced lifestyle (“And now kefir for a flat stomach!” the bottle lands in a cart alongside cola and chips).
👉 Everyday users played along, proudly reporting their new habit: “I fell for the kefir hype and have no regrets.”
👉 Comments under videos often told a deeper story: kefir was dubbed the “new superfood,” many confirmed positive effects, while longtime fans complained it was suddenly hard to find in stores. Lactose questions appeared frequently.
👉 Strikingly, it wasn’t global dairy brands but two Polish companies—Krasnystaw and Robico—that dominated the conversation, though neither addressed the health context directly, despite some retailers joining in.
👉 More broadly, Krasnystaw and Robico became phenomena—organic love brands, featuring a niche rivalry reminiscent of Coca-Cola vs. Pepsi. Each brand boasts devoted fans and gains customers with each wave of newcomers.
👉 Simultaneously, more 'male' communities, like certain Facebook groups, saw an influx of kefir memes and expressions of regional pride in this locally produced, health-promoting drink.
Different regions, different kefir usage
The TikTok fad, like all, eventually faded. But kefir is already shedding its “granny drink” image and may become a staple for an entirely new generation. Similar phenomena appeared in other countries as early as 2024.
In the United States, kefir got attention as a gut-health superstar, the context resonating globally (current hub for kefir mentions clusters).
Meanwhile, in Romania, a large spike in mentions last year was tied to a trend for „DIY kefir” matching local traditions of home fermentation. Rediscovering local products in one part of the world can signal a regional renaissance; elsewhere, it may feel like the excitement of an entirely new find.
Peaks of interest in ‘global’ social media often spread at different times, with distinct dominant audiences and final outcomes in consumer behaviors.
