Initially a niche product, Activia Kefir is becoming increasingly popular among consumers. Danone explains this growing trend is due to increased awareness of digestive health benefits. The company highlighted Kefir's role as a probiotic-rich option for supporting gut wellness. Demand has risen as more individuals in Portugal seek preventative health solutions through their diet. Danone attributes the success to consumer trust in the Activia brand and its certified health benefits. The product's accessibility and positive consumer experiences are also contributing factors to its expansion in the Portuguese market. This shift indicates a broader consumer focus on proactive digestive care.