Summary
Kombucha has beneficial bacteria and yeasts, organic acids, B vitamins, antioxidants, and trace minerals. Kombucha was traditionally brewed at home, but is increasingly adopted commercially due to its rising popularity. Kombucha Breweries International (KBI) is an international trade association incorporated for promoting and protecting commercial brewers and includes almost 90 percent of the kombucha manufacturers as its members. Kombucha is nonalcoholic beverage but contains traces of alcohol due to fermentation by yeast. Kombucha with alcohol content more than 0.5 percentage of volume of drink is labelled as hard kombucha and should be labelled with health warning statements under US federal regulation. SCOBY used for manufacturing kombucha tea is further finding its application in the domain of textile due to its cellulosic characteristics.
Market Overview:
The global Kombucha Market was valued at USD 800 million in 2019, and is expected to reach USD XX.XX billion by 2028, registering a CAGR of XX% from 2020 to 2028. Kombucha is functional beverage, popularly known for its detoxifying and probiotic benefits. It is prepared by fermenting sweetened tea with the help of SCOBY (Symbiotic Culture of Bacteria and Yeast).
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Market Segmentation::
On the basis of type the global kombucha market is classified into Mold, Bacteria, Yeast, and Others). Yeast is the dominating segment in the market with revenue share of approximately 300 million USD in year 2019. Factors considered to drive the market growth of the segment are increasing use of yeast products in beverages and increasing awareness about nutritional value of yeast in the customers. According to PepsiCo, using of yeast in th beverages is increased by 48% from year 2018–2020. Based on Flavor, the market can be segmented as Coconut & Mangoes, Berries, Herbs & Spices, Citrus, Flowers, and Others. Herbs and spices is the dominating segment in the market with revenue share of approximately 450 million USD in year 2019. Factors considered to drive the market growth of the segment are increasing priorities of customers for natural flavors and cultural significance of kombucha in some regions. Flowers is the fastest growing segment in the market with revenue share of approximately 20% of market share. Factors considered to drive the market growth of the segment are range of flavors offered by flowers and natural sweetness offered by flowers. By Distribution Channel this market can be divided into Super Markets, Online Stores, and Specialty Store. Super markets are accounted for dominating segment in the global kombucha market owing to easy accessibility for customers and attractive offers offered by markets. Geographically, the global kombucha market can be broadly divided into five regions namely North America, Europe, Asia Pacific, and ROW.
Market Dynamics and Factors:
The rise in health problems among the global population has shifted consumer preference towards healthy drinks, especially escalated by COVID 19 crisis, this factor has positively contributed to the market growth. Additionally, the fruits and herbs flavors offered by the manufacturers are adding to the nutritional value of the drinks, which has inflated its perceived value. This in turn is driving the growth in global Kombucha Market. Development of standard testing methods by KBI, an international trade association for promoting kombucha, has brought unison among the manufacturers. The code of conduct developed by the KBI has brought consistency among the manufacturing processes and adoption of best practices. The PH levels of the drink is in acidic range which makes it reactive to metals. Hence, the metallic can used for packaging cannot be used coupled with this factor, the anti-plastic movements are hampering the market growth. Furthermore, home brewed kombucha is becoming popular trend due to availability of SCOBY and how to blogs which has shackled the market growth. Alcohol is formed as by-product during the fermentation stage of the drink and the restrictions by regulatory authorities on the alcohol content of the beverage is seen as a challenge by the industry. Under US federal law the drink containing alcohol more than 0.5 percent by volume is categorized as alcoholic drink and is subjected to heavy taxation by Alcohol and Tobacco Tax and Trade Bureau (TTB).
Geographical Analysis:
North America is largest consumer of the commercially sold kombucha and also tops in terms of revenue. This can be attributed to the strong presence of kombucha manufacturers. GT Living foods market leader in kombucha market estimates USD 275 million in annual sales as reported by Forbes. Beverage giant PepsiCo acquired the brand KeVita selling kombucha in 2016 for around USD 200 million. Coca-Cola also acquired Australian kombucha-maker Organic & Raw Trading Co. in 2018 for an undisclosed amount. This gives insights into the market potential of North America. Europe is expected to be the fastest growing market due to the mature organized retail industry, rising health conscious population. Asia Pacific is gaining momentum due to the changing lifestyle which demands functional foods and beverages and chronic diseases.
Key Market Players:
The key players in global kombucha market include GT’s Living Food, PepsiCo, Reed’s Inc., The Hain Celestial Company, Nesalla Kombucha, Heath Ade, Buchi Kombucha, LIVE Beverages, Red Bull, Makana Beverages.
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