The global kombucha market size is anticipated to reach a market size of USD 7.05 billion by 2027, exhibiting a revenue-based CAGR of 19.7% over the forecast period, according to a new report published by Grand View Research. Rising consumer consciousness regarding consuming healthy food and beverages and leading a healthy lifestyle are the major factors driving the growth.
Kombucha is a fermented tea, which falls under the functional beverage industry. Probiotic products and kombucha have similar characteristics. It helps balance friendly bacteria in the digestive tract, which improves the immune system. Increasing shift of consumers from dairy products to effective and efficient probiotic products is expected to boost the demand in the forthcoming years.
The global kombucha market is fragmented with the presence of numerous market participants. The key players include GT’s Living Food; PepsiCo; Reed’s Inc.; The Hain Celestial Company; KeVita Inc.; Buchi Kombucha; LIVE Beverages; and RedBull
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Kombucha also helps fight cancer, arthritis, and other degenerative diseases. It has the ability to detoxify the body, boost energy levels, increase metabolism, rebuild connective tissue, and reduce headaches. It is rich in bacterial acids and enzymes produced by the human body and uses them to detoxify the system, thus decreasing the pancreatic load and easing the burden on the liver. Growing awareness regarding the health benefits of kombucha is anticipated to drive the demand for the product in dietary supplements, which in turn is anticipated to drive the market over the forecast period.
Further key findings from the report suggest:
- North America emerged as the largest regional in kombucha market in 2020, attributed to growing consumer awareness regarding the health benefits of the product
- Kombucha sales through supermarket is expected to witness the fastest growth over the forecast period, owing to ease of conducting marketing campaigns and availability of a wide range of products from different manufacturers
- Consumers are increasingly buying kombucha through online shopping portals due to its convenience factorized by direct to doorstep services, driving the growth of the segment in the forthcoming year.s
- The global kombucha market is fragmented with the presence of numerous market participants. The key players include GT’s Living Food; PepsiCo; Reed’s Inc.; The Hain Celestial Company; KeVita Inc.; Buchi Kombucha; LIVE Beverages; and RedBull
In terms of flavor, the kombucha market is segmented into original and flavored kombucha. Flavored kombucha is expected to continue holding the leading market share and register the fastest CAGR of 21.8% over the forecast period. Easy availability and customization in terms of the added flavor is one significant advantage, which is driving the segment growth. In addition, availability of inexpensive kombucha home brewing kits is driving the production, by giving them the power to experiment with flavors.
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Kombucha is prepared from bacteria and enzyme culture formation upon fermentation of tea and hence it has probiotic properties. Tealeaves, sugar, Symbiotic Colony of Bacteria and Yeast (SCOBY), and flavors are the key raw materials used for making kombucha. It has been found to improve body functioning, digestive health and lift up mood and energy levels. Growing popularity of the product can be attributed to its unique flavor and fizzy taste, making it stand out amongst a wide array of beverages available in the market.
Kombucha is also found to be effective for the treatment of cancer, arthritis, and other degenerative diseases along with being useful for body detox, increasing metabolism, rebuilding connective tissues, and controlling headaches. Companies are heavily investing in new product development to cater to the increasing consumer inclination toward healthy drinks and new flavors.
Companies are also increasingly investing in marketing of kombucha through social media platforms. It has led to increasing traction through consumer interest toward their product offerings. Innovative packaging along with producing kombucha incorporating flavors and ingredients, such as lemon, ginger, berries, coffee, and other fruits also should bolster demand in the forecast period.
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The global kombucha market is expected to witness significant growth due to rapid development of production process to improve and optimize fermenters by reducing inefficiencies observed during fermentation. Advanced bottling technology and automated labelling methods can further reduce production time along with reducing manual labor involved in the process and thereby positive influence the market growth.
Kombucha is widely available in two forms, namely, original raw flavor and flavor infused form. Many brewers offer a range of flavors along with the original raw form. Increasing investment in R&D to formulate new exotic flavors should boost product market size over the forecast period.
Grand View Research has segmented the global kombucha market on the basis of flavor, distribution channel:
Kombucha Flavor Outlook (Volume, Kilo Liters; Revenue, USD Million, 2016 – 2027)
- Original
- Flavored
Kombucha Distributor Channel Outlook (Volume, Kilo Liters; Revenue, USD Million, 2016 – 2027)
- Supermarket
- Health Stores
- Online Stores
- Others
The original flavored kombucha segment was valued at USD 458 million in 2020 and is anticipated to expand at a CAGR of over 20% during the forecast period. This growth is ascertained to consumers prioritizing consumption of kombucha in its original flavor due to its historical and cultural significance. North America original flavor segment emits significant prominence in this regard and is expected to register a CAGR of 17% during forecast period.
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Key market players include GT’s Living Food; PepsiCo; Reed’s Inc.; The Hain Celestial Company; KeVita Inc.; Buchi Kombucha; LIVE Beverages; and RedBull. Presence of numerous small and medium sized players catering the market deduce a fragmented market scenario. This leads to highly competitive prices and availability of a wide range product offerings. Companies are highly focused on developing new flavors and packaging solutions to meet demand and hence are heavily investing on R&D to understand consumer preferences and patterns.
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Grand View Research provides syndicated as well as customized research reports and consulting services on 46 industries across 25 major countries worldwide. This U.S.-based market research and consulting company is registered in California and headquartered in San Francisco. Comprising over 425 analysts and consultants, the company adds 1200+ market research reports to its extensive database each year. Supported by an interactive market intelligence platform, the team at Grand View Research guides Fortune 500 companies and prominent academic institutes in comprehending the global and regional business environment and carefully identifying future opportunities.
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