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The kombucha market size is forecast to increase by USD 8.36 billion, at a CAGR of 27.48% between 2023 and 2028. Kombucha offers numerous health benefits, including enhanced energy levels and a bolstered immune system. This fermented beverage is renowned for its probiotic properties, promoting gut health and overall well-being. Its consumption is associated with increased vitality and resilience against illnesses. Moreover, kombucha's popularity has soared due to its availability in various forms, catering to diverse consumer preferences for fermented food and drinks. Whether as a traditional bottled beverage or in innovative variations like kombucha tea blends or flavored infusions, its accessibility has widened, allowing more individuals to enjoy its health-boosting properties. As awareness of its benefits continues to grow, kombucha remains a favored choice for those seeking natural remedies and revitalizing beverages like cordial drinks to support their health journey. The report provides market size, historical data spanning from 2018 - 2022, and future projections, all presented in terms of value in USD million for each of the mentioned segments.
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Driven by consumer interest in natural and organic food and beverages, the Kombucha market is experiencing significant growth worldwide. With its health advantages and digestive benefits, Kombucha has gained mainstream appeal and is recognized for its contribution to wellness and lifestyle branding. The DIY kombucha culture, along with local and artisanal production, highlights the market's packaging evolution and commitment to authenticity. At the heart of Kombucha production are key ingredients such as yeast, sugar, and SCOBY (symbiotic culture of bacteria and yeast), facilitating the fermentation process. Consumers are drawn to the fresh flavors and ingredients offered, including hibiscus lime, lavender, blueberry, and guava variants. As companies focus on global expansion, the Kombucha market continues to evolve, reflecting a growing preference for holistic health and sustainable consumption practices. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
One of the key factors driving the market growth is the availability of kombucha in different forms. There is a growing popularity for kombucha across Western countries such as the US and the UK. As a result, several market players are innovating and launching various flavors of kombucha to attract the masses as preferences for kombucha differ among consumers. Tonic kombucha is a type of kombucha that is rich in immunity-boosting herbs.
AlsoFurthermorethere is a growing preference for tonic kombucha among health-conscious consumers as they ensure that the ingredients used in such kombucha are chemical-free. Some of the key ingredients in tonic kombucha include cayenne and chili pepper, garlic, onion, ginger, goji berry, elderberry, and licorice root, blended with Siberian ginseng to make it healthy. Hence, such factors are positively impacting the market which in turn will drive the market growth during the forecast period.
A key factor shaping the market growth is the growing preference for online shopping. The main factor fuelling the sales of kombucha products is the advent of online channels such as e-commerce. The main advantage of an online distribution channel is that it offers a wide variety of f kombucha from different brands, which is fuelling the increasing preference for e-commerce to purchase kombucha.
Moreover, the increase in Internet penetration as well as smartphones are significantly contributing to the growth of e-commerce platforms. Factors such as personalized shopping assistance and suggestions on products are fuelling the increasing preference for online platforms for the purchase of e-commerce products. Hence, such factors are positively impacting the market which in turn will drive the market growth during the forecast period.
The availability of substitute beverages is one of the key challenges hindering market growth. There is an increasing popularity of a naturally made probiotic product known as Kefir among consumers in Europe and Asia. Milk kefir is essentially manufactured from the milk of cows, buffalo, sheep, and goats. Milk kefir is a highly beneficial probiotic drink as several types of beneficial bacteria are present in it.
Moreover, milk kefir also has antifungal and antibacterial qualities with the supply of healthy bacteria to the gut. Additionally, the main advantage of kefir is that it also caters to consumers who are lactose intolerant as it can be prepared with coconut milk or coconut water. Hence the presence of such substitutes is negatively impacting the market which in turn will hinder the market growth during the forecast period.
The kombucha market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the kombucha market forecast report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The kombucha market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The organic segment is estimated to witness significant growth during the forecast period. There is an increasing preference for the organic segment among consumers due to the growing awareness regarding the negative impacts of synthetic products on health and the environment. Additionally, there is a growing perception among consumers that organic products are healthier and safer to consume.
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The organic segment was the largest segment and was valued at USD 1.14 billion in 2018. Hence, the popularity of the organic segment is increasing due to the perception of a better alternative for gut health with the absence of synthetic pesticides and fertilizers. Several market players in the global kombucha market use organic labeling for kombucha that meets the US Department of Agriculture (USDA) standards. Furthermore, many organic ingredients including high-quality teas and fruits can improve the the flavor profile of kombucha which fuels the demand among consumers looking for a premium and authentic taste experience. Many market players are launching new organic products due to the increasing demand for organic products among consumers thus making them accessible to all consumer cohorts. Hence, such factors are expected to fuel the growth of this segment which in turn will drive the market growth during the forecast period.
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North America is estimated to contribute 34% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. One of the main factors that is significantly contributing to the growth of the global kombucha market in North America is the increasing preference for functional beverages among consumers. Some of the leading contributors to the market growth in North America are countries like the US, Canada, and Mexico. Additionally, there is a growing awareness regarding the health and wellness trends among both youngsters and adults in the region which fuelling the demand for kombucha in the region. Furthermore, there is a significant shift in demographics in the young population that emphasizes on healthier lifestyle is positively impacting the market growth in the region. Hence, such factors are expected to drive the market growth in the region during the forecast period.
The kombucha market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
In the bustling landscape of beverage consumption, Kombucha stands out as a prominent player, finding its place among kitchen cabinets and residential buildings worldwide. With its roots in health and wellness, Kombucha appeals to consumers seeking convenient yet nutritional options, driving its popularity in a market inundated with cookware and ready-to-drink beverages. Celebrity endorsements and the craft beverage movement further elevate Kombucha's status, while product innovation and advancements in technology enhance its authenticity and flavor profile. Derived from black or green tea and enriched with lactic acid bacteria, Kombucha promotes digestive health, blood pressure management, and heart health. The market is witnessing notable growth, with companies like CVC Capital Partners and Harris Tea Company investing in the production and distribution of Kombucha. As diverse palates embrace flavors like mango pineapple, Kombucha finds its place in various packaging types, including glass bottles, aluminum cans, and PET bottles, available in online retailers, health stores, and convenience stores. With regulatory organizations ensuring quality and safety, the Kombucha market thrives, offering a refreshing alternative to traditional beverages.
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Market Scope |
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Report Coverage |
Details |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 27.48% |
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Market Growth 2024-2028 |
USD 8.36 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
21.17 |
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Regional analysis |
North America, Europe, APAC, Middle East and Africa, and South America |
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Performing market contribution |
North America at 34% |
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Key countries |
US, Germany, China, UK, and Japan |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Asheville Kombucha Mamas LLC, Brew Dr. Kombucha, GTs Living Foods, Health Ade LLC, Holy Kombucha Inc., Humm Kombucha LLC, K95 Foods Pvt Ltd., Kosmic Kombucha, LIVE Soda LLC, Margaret River Kombucha Co. Pty Ltd., NessAlla Kombucha, PepsiCo Inc., Rauch Fruchtsafte GmbH and Co OG, Remedy Drinks Pty Ltd, Rowdy Mermaid Kombucha, Slades Beverages, SOMA Kombucha, Suja Life LLC, The Coca Cola Co., and The Hain Celestial Group Inc. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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