Kombucha Market - Analysis of Growth, Trends Progress and Challenges (2018 - 2023)
The global kombucha market records a revenue more than USD 700 million in 2015 and is expected to grow at a CAGR of 14.1% during the forecast period (2018-2023). The market is competitive and driven by an increase in the trend of “health and wellness” and the growing consumer demand for all natural ingredients. Kombucha Breweries International (KBI) has been catering to the growing need for the product by providing common resources and testing standards. Identification of the alcohol content of kombucha is imperative; for that, the company employed a standardized method to test and control.
Increasing consumption of probiotics as functional beverages market is driving the market for kombucha drinks market. The Asian market dominated by Japan and China has the highest adoption rate of probiotics generating a revenue of USD 14.1 Billion followed by Europe and North America. Since Kombucha is also made of beneficial bacteria, yeasts, and acid, people consume now for the many health and probiotic benefits which is expected to drive the market. The digital fitness category and healthier food sales are the markets with exponential growth. The trend of natural, clean-label and organic are driving the market in the food sector. However, the growing awareness about the kombucha product consumed and buzz of weight management foods have also strived the market to grow at an exponential growth rate.
The market has been segmented by strain type (bacteria, yeast, mold), type (original, flavored-herbs & spices, fruits, flowers, others), application (beverages, baked goods, confectionery, dairy products, processed foods) and region (North America, South America, Europe, the Middle East & Africa and Asia-Pacific). The organic kombucha holds the highest market in the kombucha market. This is due to increase in consumer’s preference towards organic fermented drinks.
Consumers broadly prefer flavored kombucha drinks and the segment accounted for 68% of the market by volume in 2015. Flavored drinks is the major segment of the kombucha market, which has seen tremendous growth from the past 3-4 years, as the companies have developed traditional drinks with added exotic flavors, to attract consumers. Moreover, fruits are expected to dominate in the coming years, due to their added health benefits.
North America is the Hub for Kombucha Drinks
Kombucha is an ancient American drink, which has gained prominence due to its health benefits. The growing awareness of the product has transformed household workers into commercial product producers. The employment rate has also increased in this region. The market in this area is gaining attention and is expected to grow at a double-digit figure.Major PLAYERS: MILLENNIUM PRODUCTS, INC. (U.S.), KEVITA, REED’S, INC. (U.S.), THE HAIN CELESTIAL GROUP (U.S.), REVIVE KOMBUCHA, KOSMIC KOMBUCHA, CELL - NIQUE CORPORATION, BUCHI KOMBUCHA, GT’S KOMBUCHA (U.S.), TOWNSHEND’S TEA COMPANY, THE HUMM KOMBUCHA LLC , RED BULL GMBH , MAKANA BEVERAGES INC, NESALLA KOMBUCHA, LIVE SODA KOMBUCHA and KOMBUCHA WONDER DRINK, amongst others.
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