Kombucha Market

Market Overview

The Global Kombucha Market size is projected to grow at a CAGR of 5.9% during the forecast period.

Changing consumer trends, that is, the rise in health consciousness and high inclination towards consuming natural and organic food ingredients, is driving the growth of the Kombucha market. Kombucha is both a natural and a functional beverage, which addresses many of the health concerns of older people, including cardiovascular health, digestive issues, arthritis, and other inflammatory conditions, and is highly recognized as a nutritional drink. The increasing use of natural extracts and flavors in kombucha beverages has generated new growth opportunities for players operating in this industry and is expected to propel the market demand. The availability of kombucha starter culture online is making consumers buy easily as readymade kombucha is expensive. Widening application areas of kombucha in other segments of food and beverage products such as breakfast meals, ice cream toppings, candies, etc. are projected to generate future market opportunities.

Market Dynamics

New Craft Beer Trend  Fostered the Popularity of Kombucha Among Youngsters

The craft beer trend, which started in beer but which has by now embraced non-alcoholic beverages, has elevated the aluminum can format into the premium realm, and now Kombucha products are capable of taking advantage of this. According to the Brewers Association, there is an increase in 13.6% share in Craft Beer Market. The overall market share of the beer industry is 116 billion USD; out of this, 29.3 billion USD is the market share of craft beer. 

Greenbelt Craft Beverages launched Greenbelt Craft Kombucha in four flavors: Peach Blossom White Tea, Strawberry Fields Roibos Tea, Blood Orange Yerba Mate and Hibiscus Berry Black Tea in a new format. They use only the highest quality premium teas to produce sparkling, probiotic, raw, non-genetically Modified Organism, and vegan Kombucha with no sugar added after fermentation.

Manufacturer’s Efforts to Create a Variety of Great Taste Offerings

In the beginning, Kombucha’s natural taste was somewhat of an acquired taste. However, manufacturers’ efforts to create and bring to market a wide variety of great taste offerings have converted kombucha from a niche medicinal brew of the ultra-healthy conscious to a well-established segment of health and wellness beverages, aimed at the mass market. Most kombucha brewers offer a range of flavors along with original raw kombucha. Increasing investment is made to invent new exotic flavors catering to regional taste and preference. Buchi Kombucha uses a combination of ingredients such as organic apple juice, freshly pressed organic ginger, beet juice, cayenne, Gaia Herbs Echinacea Supreme, pineapple juice, lime juice, peppermint leaves, natural color from edible flowers, and spices for the manufacture of their products. It is so simple and economical to make it at home.

A Slew of Kombucha Flavors  

The key ingredients used in producing kombucha are sugar, water, and kombucha culture or starter culture. Starter kits for kombucha home brewers are widely available in the market. It mainly consists of SCOBY, a jar, and tea bags and cloth. This kombucha culture or starter culture is made up of microorganisms, such as bacteria and yeast. After the fermentation process, kombucha is carbonated and integrated with amino acids, vinegar, probiotics, antioxidants, and vitamins.  In addition, to add a different taste to the drink, a variety of different flavors can be added. The prominent flavors of kombucha are citrus, herbs & spices, berries, coconut & mango, flowers, apple, and others. Buying readymade kombucha tea in the store is expensive, and it may contain preservatives and additives; this makes a driving force for kombucha starter culture.

Segmental Analysis

The increasing use of natural extracts and flavors in kombucha beverages is expected to propel the market demand. The global Kombucha market is currently in the growth phase and presents ample growth opportunities among the emerging marketplaces, strongly supported by its organic and flavored type as well as online and supermarket distribution channels.

Online Retail Segment to Emerge as Fastest-Growing Distribution Channel

The online retail segment is the fastest-growing segment. The advent of numerous e-commerce shopping websites has substantially enhanced the count of online shoppers in recent years. Online distribution channel adds a “comfort” element for consumers as they can purchase from any geographical location, avail discount, and receive fast online support and product dispatch related issues. A wide collection of fermented beverage products available at various e-commerce websites of manufacturers and individual retailers is enabling the product to reach across the local market and overseas.

Organic Segment Growing at a High Pace

The organic kombucha tea segment is dominating the global market. Organic approved kombucha tea, ensure that at least 95% of the products used are organic. In other words, they were naturally grown without any use of chemicals and were not genetically modified, and also, the process and products of kombucha are inspected to meet the requirements of the food regulatory bodies.

Regional Analysis

North America’s fast-changing Lifestyle and Increasing Disposable Income

North America's kombucha market growth is driven by several key factors including, the fast-changing lifestyle of individuals leading to an elevated risk of chronic diseases such as diabetes, arthritis, etc. and rising disposable income. Kombucha is estimated to reach 5.45 billion USD in international sales by 2025, with one-third of that in U.S. sales. Region-wise, the U.S market contributed a higher revenue share as compared to Canada for the year 2018. The market is chiefly driven by shifting preference towards intake of a healthy diet and the growing awareness about many benefits of Kombucha in controlling high blood pressures. Furthermore, the drink has fewer side effects, which is the prominent reason behind the increasing consumption of kombucha. Thus, the kombucha market in North America has huge opportunities as the consumption of functional beverages is expected to rise on a large scale in the region.

Government Initiatives in Asia-Pacific

The markets in Asia-Pacific and Europe are growing at a significant pace. Increasing health awareness among people and increasing initiatives undertaken by the government to promote the drink have driven the kombucha market in these regions. Although, this drink is being used in China since ancient time due to its better digestion properties, however, weak trade routes and less awareness has limited its growth in nearby economies. Rising consumer awareness for probiotic drinks owing to its functional health benefits in China and India to supplement product sales and the rising penetration of fortified and natural food and beverages owing to better marketing tactics is anticipated to boost product sales in the Asia-Pacific region

Kombucha Market Segmentation

By Type

• Original
• Flavored
• Citrus
• Herbs and Spices
• Others

By Distribution Channel

• Store-Based Retail
• Hypermarket and Supermarket
• Specialty Store
• Forecourt Retailers
• Online Retail

By Region

• North America
• Europe
• Asia-Pacific
• Central and South America
• The Middle East and Africa
• Latin America