Kombucha Industry Overview
The global kombucha market size was valued at USD 4.23 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 12.2% from 2022 to 2030.
Consumers have dramatically shifted toward proactively tackling health & wellbeing and have dedicated themselves to improving their health and overall longevity, which has led to higher acceptance of the product. Kombucha is marketed as a product that eliminates toxins, boosts energy & immune system, and helps lose weight, which is driving its consumption across the globe. The COVID-19 pandemic has had a positive impact on the fermented beverage market and witnessed a slight increase as consumer demand shifted towards immunity-boosting beverages amid the rising cases of coronavirus infection.
For instance, WonderBrew Kombucha surpassed its sales figures in 2019 since the preceding years by increasing its online presence. Furthermore, as per Equinox Kombucha, the company faced numerous challenges to keep up with continually changing government guidelines and workplace safety measures during the lockdown.
Gather more insights about the market drivers, restrains and growth of the Global Kombucha Market
However, the company ramped up its direct-to-home orders and grew its e-commerce as 2020 progressed. The adoption of the product among consumers in the U.S., especially millennials, has gradually increased in recent years and is likely to continue over the forecast period as well. According to the International Food Information Council (IFICx) Food and Health Survey 2021, nearly 72% of Americans are attempting to avoid and limit sugar intake, and 23% prefer low/no-calorie sweeteners.
In response, several product makers are embracing this ongoing trend and providing zero- or low-sugar options or replacing traditional sugar with artificial sweeteners, such as stevia leaves or erythritol, in the product. For instance, in July 2021, Remedy Drinks announced to launch of a zero-sugar shelf-stable product in the U.S. The product will be offered in cans and will be available in four different flavors, such as peach, ginger lemon, mixed berry, and raspberry lemonade. The product has been commercialized in several countries. In September 2020, Equinox Kombucha conducted consumer research of 2000 people in the U.K. on their feeling about healthy foods and beverages, which revealed that 39% of people were eating healthier foods, 27% eating more natural foods, and 23% read food labels more often.
Nearly 33% of people knew what kombucha was, with 12% thinking it was a food product. Nearly 48% believe that probiotics are always better for improving gut health, and 14% believe that to cleanse the gut, detox is a must. Several consumers are still unaware of the potential positive benefits of drinking authentic kombucha that can have on their overall well-being and immune system. However, in the coming years, there is a lucrative opportunity for kombucha brands, to educate consumers in the space of gut health and fermented foods & beverages. Products like kombucha will be increasingly important to customers looking for healthy food and drink alternatives. Market players are improving their understanding of the specific health outcomes that are provided by regular consumption of kombucha as well as engaging with customers in the process of new product development and design.
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- E-commerce Market – The global e-commerce market size was valued at USD 9.09 trillion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 14.7% from 2020 to 2027. Increasing penetration of the internet is bolstering the smartphone-using population across the world.
- Probiotics Market – The global probiotics market size was valued at USD 58.17 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 7.5% from 2021 to 2030. The market is driven by the growing consumer inclination towards preventive healthcare in conjunction with the development of efficient probiotic strains.
Kombucha Market Segmentation
Grand View Research has segmented the global kombucha market on the basis of product, distribution channel, and region:
Kombucha Product Outlook (Revenue, USD Million, 2017 – 2030)
- Conventional
- Hard
Kombucha Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
- On-trade
- Off-trade
Kombucha Regional Outlook (Revenue, USD Million, 2017 – 2030)
- North America
- Europe
- Asia Pacific
- Central & South America
- Middle East & Africa
Market Share Insights
- July 2021: Remedy Drinks, an Australian brand, collaborated with e-commerce and digital marketing company RooLife Group Ltd. to market and sell its kombucha drinks in China to support and drive sales and distribution activities.
- July 2021: Nova Easy Kombucha, known for its hard and non-alcoholic varieties, launched a new product line of high-performance non-alcoholic products that features a pre-workout ‘POWER’ comprising naturally-derived caffeine to boost performance, and ‘RECOVERY’ blend, formulated with probiotics to promote a healthy gut.
Key Companies profiled:
Some prominent players in the global kombucha market include
- GT’s Living Food
- Remedy Drinks
- Læsk
- Lo Bros.
- BB Kombucha
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