Kombucha Rides the Better-for-You Beverages Wave
A cultural shift in consumption patterns is dictating the dynamics in the global kombucha market. Players are offering a wide range of flavours to ride the wave of better-for-you beverages trend. Kombucha has taken the packaged drinks market by storm by setting the bar high, delivering hydration with nutrition. Promoted as a health drink, clinical evidence concludes that kombucha is high in antioxidants vitamins and enzymes, thus, it supports metabolic disorders and improves gut health. Though this fermented drink has been an age-old remedy for a variety of health issues, it has caught the attention of a younger demographic as marketers find new ways to make an impression.
Kombucha’s Position as Functional Beverage Garners Consumer Interest
Kombucha is made by fermenting sugared tea and using a symbiotic colony of bacteria and yeast (SCOBY) to attain a required nutritional value. Best known to boost the immune system, kombucha has gained the tag of a functional beverage as it is high in antioxidants and hepatoprotective and probiotic properties. Increasing awareness about health and fitness are expected to bode well for the functional beverage market. A high rate of diabetes and blood pressure incidences across urban areas has prompted end users to be more careful about the consumption of drinks. This has created a direct impact on the global kombucha market as the drink commits to nourishing the body.
Younger Demographic Frequenting Restaurants to Choose Kombucha Over Carbonated Beverages
Millennials and Generation Z are both leading the demand for kombucha as the hospitality industry has been actively positioning the product as a healthy beverage. Kombucha is available in different flavours such as fruity, spicy, and infused with floral essences, providing end users larger array of products. This has won the drink an appeal as a mixer with a twist at bars, giving mixology a new dimension. It has a natural effervescence and is 100% gluten-free thus appealing to the health-conscious consumers who are looking at consuming healthier options while drinking instead of carbonated, sugary beverages.
Flavoured Kombucha Takes the Lead with Higher Appeal to a Wider Crowd
Kombucha’s flavoured segment is expected to make its mark on global consumers. The rise in demand for packaged drinks, other than alcoholic ones, especially amongst Generation Z is expected to drive the segment’s growth. A generic preference for flavoured drinks is likely to be the undercurrent for the segment’s success in the coming years. The influx of flavours, excellent marketing ideas, and social media campaigns to attract younger consumers are expected to favour this segment during the forecast period.
The segment also stands to benefit from the launch of kombucha home-brewing kits that are sold in a variety of flavours. The agency of consumers to influence kombucha flavours and adjust its fermenting time have created a new pocket of opportunity for the global kombucha market. Popularly, kombucha is sold in flavours such as floral, herbs and spices, berries, citrus, apple, coconut, mixed, and others.
North America to Lead as Local Players Make a Mark
Kombucha, a native of China, has now become a global drink. The global kombucha market is said to be growing at a double-digit rate. Originally homebrewed, this drink has become a new brewing trend as players across Europe, Asia Pacific, and North America are realizing its myriad health benefits.
Fairfield Market Research’s preliminary findings suggest that North America is likely to lead the way for the market. The regional growth will be driven by the growing number of health-conscious consumers investing in food and beverages that are essential to building immune systems. Additionally, the use of kombucha as a base for mixing alcoholic beverages is also expected to boost sales in the region. The strong presence of domestic brands such as KeVita, RISE kombucha, and Goodvibes Juice Co is expected to give the regional market an edge over others.
Asia Pacific too is expected to show a good growth rate as the product inherently remains familiar to the consumers. Consumers and the younger population aiming at making long-term lifestyle changes are expected to drive the regional market in the coming years.
Global Kombucha Market: Key Players
Some of the major players considered in the report includes KeVita, Inc., Humm Kombucha LLC, Makana Beverages LLC, Reed’s Inc., Nesalla Kombucha, Townshend’s Tea Company, Red Bull GmbH, Live Soda LLC, GT's Living Foods, and Hain Celestial Group.