Kombucha Market Analysis by Mordor Intelligence
The kombucha market is projected to be worth USD 3.25 billion in 2025 and is expected to grow significantly, reaching USD 6.23 billion by 2030 at a CAGR of 13.9%. The increasing popularity of probiotic-rich and functional beverages is driving this demand, as more consumers seek healthier drink options. The growing availability of kombucha in retail stores is helping it transition from being a niche wellness product to a widely consumed mainstream beverage. Flavored kombucha remains the most popular choice among consumers; however, traditional brews are gaining traction at a faster rate. This trend highlights a premium segment of the market where consumers value authenticity in their choices. Organic certification is another key factor influencing consumer preferences, as it serves as a major differentiator in the market. The shift toward aluminum packaging reflects the rising importance of sustainability among consumers. Geographically, the Asia-Pacific region is emerging as a key growth area for the kombucha market, while North America continues to be the largest revenue contributor. The market is moderately concentrated. Established players like GT’s Living Foods, which has over three decades of brewing experience, are leveraging their heritage to maintain their position and uphold claims of authenticity.
Key Report Takeaways
- By product type, flavored variants commanded 80.11% of the kombucha market share in 2024; traditional products are advancing at a 14.03% CAGR to 2030.
- By nature, organic offerings held 70.21% share of the kombucha market size in 2024 and are forecast to grow at 14.76% through 2030.
- By packaging, bottles retained 72.55% of the kombucha market share in 2024, but cans are projected to post a 15.99% CAGR to 2030.
- By distribution channel, off-trade formats delivered 55.34% of 2024 revenue, while on-trade is set to expand at 16.03% CAGR through 2030.
- By geography, North America led with 34.20% kombucha market share in 2024; Asia-Pacific is forecast to accelerate at 14.55% CAGR, the fastest among regions.
Global Kombucha Market Trends and Insights
Drivers Impact Table
DRIVER | (~) % IMPACT ON CAGR FORECAST | GEOGRAPHIC RELEVANCE | IMPACT TIMELINE |
---|---|---|---|
Rising health awareness drives probiotic beverage demand | +3.2% | Global, with strongest impact in North America and Europe | Medium term (2-4 years) |
Growing vegan trend supports kombucha product adoption | +2.1% | North America and Europe, expanding to Asia-Pacific urban centers | Long term (≥ 4 years) |
Expanding retail shelves promote wider kombucha availability | +2.8% | Global, with accelerated penetration in Asia-Pacific and Middle East and Africa | Short term (≤ 2 years) |
Product innovation boosts appeal among young consumers | +2.4% | Global, concentrated in developed markets | Medium term (2-4 years) |
Celebrity endorsements enhance kombucha brand recognition globally | +1.8% | North America and Europe, expanding to Asia-Pacific | Short term (≤ 2 years) |
Functional drinks gain popularity over carbonated options | +2.6% | Global, with highest impact in health-conscious markets | Medium term (2-4 years) |
Source: Mordor Intelligence
Growing vegan trend supports kombucha product adoption
With the growing popularity of vegan and plant-based diets, kombucha has become a favored functional beverage due to its naturally plant-based composition. According to the World Animal Foundation, by 2025, there will be approximately 88 million vegans globally, with 67% of them being women [1]Source: World Animal Foundation, "How Many Vegans Are in the World in 2025? Latest Vegan Stats," worldanimalfoundation.org. Unlike traditional dairy-based probiotics, kombucha provides gut health benefits without using animal-derived ingredients, making it appealing to both vegans and those who are lactose-intolerant. Ethical consumers seeking transparency and sustainability particularly prefer clean-label and organic kombucha options. In 2024, brands like Remedy Drinks and GT’s Living Foods introduced zero-sugar, organic product lines specifically designed for plant-based consumers. Rapid urbanization in Asia-Pacific cities such as Jakarta, Manila, and Bengaluru is driving kombucha’s popularity among vegan and flexitarian communities. According to UN-Habitat, 54% of the global urban population, or over 2.2 billion people, reside in Asia, highlighting the region's significant potential for market growth [2]Source: UN-Habitat, "Asia and the Pacific Region," unhabitat.org.
Rising health awareness drives probiotic beverage demand
As more people focus on wellness, they are choosing drinks that help improve digestion and boost immunity. In 2024, a report by Food Insights showed that 62% of Americans consider the health benefits of food and drinks when making a purchase [3]Source: Food Insights, "2024 IFIC Food and Health Survey," foodinsight.org. Fermented beverages like kombucha are becoming popular because healthcare experts and nutritionists recommend them for maintaining a healthy gut. Younger consumers, especially Gen Z, are particularly interested in drinks with functional benefits like probiotics. To cater to this demand, companies like Humm Kombucha have introduced products such as Humm Probiotic+, which contains 10 billion CFUs and clinically proven probiotic strains to support daily health. These scientific claims not only build trust among consumers but also allow brands to sell their products at higher prices. Furthermore, retailers in regions like North America and Western Europe are dedicating more shelf space in refrigerated sections to probiotic drinks.
Product innovation boosts appeal among young consumers
Unique flavors and creative packaging are helping kombucha stay popular, especially with Gen Z and millennials. Brands are introducing exciting flavor combinations like chili mango, lavender melon, and blends with botanical adaptogens to cater to changing tastes and wellness trends. Seasonal limited-edition flavors, such as Brew Dr. Kombucha’s “Love” hibiscus-rose variety, are gaining attention on social media platforms like TikTok and Instagram, creating buzz and building customer loyalty. Packaging is also evolving, with recyclable aluminum bottles and sleek, minimalist cans appealing to Gen Z’s focus on sustainability and stylish designs. Collaborations with influencers and celebrities, such as Health-Ade teaming up with Ryan Seacrest and GT’s working with wellness creators, are helping kombucha expand its reach beyond health stores into mainstream lifestyle culture. These ongoing innovations in flavors and packaging encourage people to try kombucha and ensure it remains a key player in the market.
Celebrity endorsements enhance kombucha brand recognition globally
Celebrity partnerships are becoming an important way for kombucha brands to grow their popularity and connect with more people. By teaming up with well-known figures, these brands can reach audiences who might not usually focus on wellness products. For instance, Health-Ade worked with Ryan Seacrest to bring their brand into mainstream media, while companies like Olipop and GT’s Living Foods have collaborated with fitness influencers and athletes to attract more customers. In Asia, kombucha brands are partnering with local celebrities and yoga instructors to appeal to younger, urban consumers. These partnerships not only make the brands more relatable but also highlight the health benefits of kombucha, building trust and encouraging people to try the product. This approach is especially effective with younger generations, like Gen Z and Gen Alpha, who value recommendations from trusted figures.
Restraints Impact Analysis
RESTRAINT | (~) % IMPACT ON CAGR FORECAST | GEOGRAPHIC RELEVANCE | IMPACT TIMELINE |
---|---|---|---|
High product cost limits adoption in price-sensitive markets | -2.1% | Asia-Pacific emerging markets, Latin America, rural regions globally | Medium term (2-4 years) |
Limited awareness affects demand in rural regions | -1.4% | Rural areas globally, with highest impact in Asia-Pacific and Middle East and Africa | Long term (≥ 4 years) |
Competition from other functional drinks slows market growth | -1.8% | Global, with intensified competition in developed markets | Short term (≤ 2 years) |
Short shelf life restricts large-scale distribution logistics | -1.2% | Global, with highest impact in emerging markets | Medium term (2-4 years) |
Source: Mordor Intelligence
High product cost limits adoption in price-sensitive markets
Kombucha’s higher retail price, often 3–4 times more expensive than regular soft drinks, remains a major challenge for its widespread adoption in price-sensitive markets. This higher cost is mainly due to the complex production process, which involves small-batch fermentation, careful handling of live cultures, and the need for refrigerated supply chains to maintain product quality. In many developing markets, where consumers are more budget-conscious, such pricing makes it difficult for people to try or regularly purchase kombucha, even though interest in health-focused beverages is growing. Meeting regulatory requirements, such as controlling alcohol content and providing accurate sugar labeling, adds to production costs. For instance, recent regulatory actions in regions like the U.S. and EU have increased compliance expenses for brands [4]Source: Federal Register, "Alcohol Facts Statements in the Labeling of Wines, Distilled Spirits, and Malt Beverages," federalregister.gov. These combined costs often lead companies to focus on premium urban markets, leaving rural and smaller towns underserved.
Competition from other functional drinks slows market growth
Kombucha is now facing tough competition in the functional beverage market, as new categories like probiotic sodas, adaptogenic tonics, prebiotic waters, and nootropic drinks are gaining popularity. Brands such as Olipop, Poppi, and Recess are attracting younger consumers by offering gut-health or mood-enhancing benefits in more convenient and appealing formats. These alternatives often have lower sugar content, longer shelf life, and milder flavors, making them more accessible to people who might not enjoy kombucha’s tangy taste or the idea of live cultures. Additionally, many of these drinks do not require refrigeration, which adds to their convenience. As more options crowd store shelves and compete for consumer attention, kombucha is finding it harder to secure retail space and maintain customer loyalty.
Segment Analysis
By Product Type: Traditional Variants Drive Authenticity Premium
In 2024, flavored kombucha, which made up 80.11% of the total volume, dominated the category but shows signs of maturity with its decelerating growth. Its widespread appeal can be attributed to its palatable taste profiles, often enhanced with fruits, botanicals, and spices. Brands are pushing boundaries, introducing functional blends like ginger-turmeric and pairing them with exotic fruits to appeal to a broader audience. Thanks to technological strides like hot-fill processing, brands can now preserve probiotics while also offering bolder flavors. Established brands leverage their scale, but up-and-coming brands are making waves with their limited-edition and seasonal launches. With competition heating up, the key to success lies in curating a portfolio that marries novelty with a wellness focus.
Traditional kombucha is set to outstrip the overall category growth, boasting a projected 14.03% CAGR, fueled by a growing consumer appetite for purity and artisanal craftsmanship. Heritage brands are spotlighting their unflavored, raw formulations and artisanal fermentation methods, allowing them to command premium prices. Buyers with a wellness focus regard these traditional offerings as genuine sources of live cultures. Take GT’s Living Foods, for instance; they’ve cultivated a dedicated following by spotlighting their time-honored brewing methods. As consumers become more discerning, these traditional offerings are gaining traction, especially for their touted microbiome benefits, solidifying their presence on premium shelves.

By Nature: Organic Certification Drives Premium Positioning
Organic kombucha made up 70.21% of the market revenue in 2024 and is projected to grow at an annual rate of 14.76%. Consumers are increasingly drawn to organic products because they are seen as healthier, purer, and better for the environment. Retailers prominently showcase organic certifications, which help justify higher prices and build trust among buyers. These certifications also address common concerns about sugar content and alcohol traces, making organic kombucha a preferred choice for health-conscious individuals. As a result, organic kombucha continues to lead the market, attracting loyal customers who value clean ingredients and sustainable practices.
In contrast, conventional kombucha appeals more to budget-conscious consumers, especially in developing markets. However, its growth has been slower due to the rising demand for clean-label products and environmentally friendly practices. Transitioning to organic production can be challenging for brands because of supply chain complexities and higher costs, but the benefits often outweigh these challenges. Organic certifications allow brands to charge premium prices and strengthen their position in the market. Initiatives like TRUE Gold zero-waste certification demonstrate a commitment to broader environmental and social goals, further boosting the reputation and appeal of organic kombucha brands.
By Packaging Types: Can Innovation Challenges Bottle Dominance
In 2024, bottle packaging accounted for 72.55% of the kombucha market share, primarily due to its premium appearance and ability to showcase the product clearly. Glass is also favored for its inert properties, which help preserve the flavor and maintain the probiotic content of kombucha. However, challenges such as high shipping costs and the fragility of glass are encouraging brands to explore alternative packaging options. Aluminum cans are gaining popularity, with a growth rate of 15.99% CAGR, driven by their recyclability, lightweight nature, and alignment with sustainability goals. Younger consumers, in particular, are drawn to these eco-friendly and convenient packaging solutions, as seen with Mortal’s 16-oz aluminum bottle launch.
Brands adopting aluminum cans are expanding kombucha consumption to more on-the-go occasions, such as outdoor events, gym visits, and travel, moving beyond traditional at-home use. Innovations like resealable lids and light-blocking liners are helping address concerns about carbonation loss and UV exposure, ensuring product quality. While glass packaging will likely remain a preferred choice for premium segments, aluminum offers a practical and efficient alternative for brands looking to tap into broader consumer markets. This shift not only supports sustainability efforts but also provides a cost-effective way to meet the growing demand for kombucha in diverse settings.

Note: Segment shares of all individual segments available upon report purchase
By Distribution Channel: On-Trade Surge Signals Premium Positioning Success
In 2024, off-trade outlets like supermarkets and specialty stores accounted for 55.34% of kombucha sales volume. These retail stores play a key role in introducing customers to kombucha, as they provide easy access and visibility on cold shelves, which also enhances the product's credibility. Supermarkets and specialty stores allow consumers to explore different flavors and brands, making them a popular choice for first-time buyers. These outlets often run promotions and discounts, encouraging more purchases. However, the on-trade segment, including restaurants and cafés, is growing rapidly at an annual rate of 16.03%. These establishments position kombucha as a premium, health-conscious alternative to traditional beverages like soda or wine, often pairing it with meals to enhance the dining experience.
Meanwhile, e-commerce platforms are gaining traction by offering the convenience of home delivery, often with chilled cases and subscription options that encourage repeat purchases. This channel is particularly appealing to busy consumers who prefer to stock up on their favorite kombucha flavors without visiting a store. Convenience stores also play a role by targeting impulse buyers looking for a quick, functional refreshment option. These stores cater to consumers who want kombucha on the go, making it a practical choice for busy lifestyles. By leveraging multiple sales channels, kombucha brands can reach a wider audience, reduce risks associated with relying on a single channel, and strengthen their presence in the market.
Geography Analysis
North America led the kombucha market in 2024, accounting for 34.20% of the market share. The region's strong focus on health and wellness, along with clear labeling regulations and well-established retail networks, has supported this growth.. Retailers like Whole Foods promote exclusive, limited-edition kombucha products, while celebrity endorsements help bring the drink into the mainstream. Although the market in North America continues to grow steadily, the pace is slowing as the market becomes more saturated and mature.
The Asia-Pacific region is the fastest-growing kombucha market, with a projected CAGR of 14.55% through 2030. Factors such as rising middle-class incomes, improved retail infrastructure, and a cultural acceptance of fermented foods are driving this growth. Local companies are innovating by introducing flavors that cater to regional tastes, such as lemongrass and lychee. However, challenges like price sensitivity and differing regulations across countries remain significant. To address these issues, companies are offering smaller, more affordable pack sizes and running educational campaigns to increase consumer awareness. If these strategies succeed, the region could see substantial market growth by the end of the decade.
Europe is taking a sustainability-driven approach to the kombucha market. Consumers in this region are highly influenced by factors like organic certification and recyclable packaging when making purchasing decisions. While strict EU labeling laws add complexity for producers, the familiarity of European consumers with fermented products like kefir makes it easier for kombucha to gain acceptance. Initiatives such as carbon footprint disclosures and zero-waste goals resonate strongly with environmentally conscious shoppers and policymakers. In contrast, South America and the Middle East, and Africa are still emerging markets for kombucha. At the same time, economic growth and urbanization present opportunities, but challenges such as limited cold-chain infrastructure and low consumer awareness hinder market expansion.

Competitive Landscape
The kombucha market is moderately consolidated, with established brands like GT’s Living Foods using their decades of brewing experience to maintain their reputation for authenticity. Their "Real Kombucha" campaign highlights their raw and unpasteurized brewing methods, appealing to consumers who value traditional production techniques. Similarly, Health-Ade, supported by First Bev, has expanded its production and distribution across the United States. By leveraging celebrity endorsements, the brand has successfully increased its visibility and appeal to a broader audience.
Innovation plays a key role in differentiating products within the kombucha market. Companies are introducing functional ingredients, such as zinc or L-theanine, to enhance the health benefits of probiotics, as seen in Humm’s Probiome line. Sustainability is also becoming a critical factor, with brands like GT’s achieving TRUE Gold zero-waste certification, which strengthens their environmental, social, and governance (ESG) credentials. Start-ups are addressing gaps in the market by offering low-sugar options or alcohol-free variants, catering to consumers who are mindful of sugar intake or alcohol consumption regulations.
Interest in mergers and acquisitions is growing as large beverage companies look to enter the rapidly expanding functional beverage category. Emerging kombucha brands are attracting investments to scale their operations, improve cold-chain infrastructure, and enhance brand visibility. While larger companies benefit from their ability to secure shelf space, smaller, agile brands are gaining traction by offering unique, locally inspired flavors and engaging directly with consumers through storytelling. This balanced competition fosters innovation and diversity in the market, keeping consumers interested and driving the long-term growth of the kombucha industry.
Kombucha Industry Leaders
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Health-Ade LLC
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Humm Kombucha LLC
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GT's Living Foods
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Pepsico Inc.
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The Townsend Group
- *Disclaimer: Major Players sorted in no particular order

Recent Industry Developments
- June 2025: MOMO Kombucha collaborated with Natoora to launch Watermelon Kombucha, available from MOMO, Natoora, Gail’s Bakery, Selfridges, Planet Organic, and Whole Foods Market.
- January 2024: Lo Bros. introduced a special limited-edition Purple Grape kombucha, crafted with organic ingredients and inspired by nostalgic flavors. This launch aims to appeal to consumers seeking unique, health-focused beverages with a touch of familiarity.
- May 2024: GT’s Living Foods launched SYNERGY® Pomelo Pink Lemonade Raw Kombucha, introducing a refreshing new flavor aimed at appealing to a broader audience. This marks the brand's first significant flavor innovation designed specifically with consumer preferences in mind.
- August 2024: Tata Consumer Products introduced Tetley Kombucha in two flavors, Ginger Lemon and Peach. This kombucha is a tea-based beverage that includes prebiotic fiber, catering to the growing demand for functional and health-focused drinks. The addition of prebiotic fiber enhances gut health, making it an appealing choice for health-conscious consumers.
Global Kombucha Market Report Scope
Kombucha is a fermented tea beverage that is lightly effervescent, sweetened, and black or green, commonly consumed for its supposed health benefits. The beverage is also called kombucha tea to differentiate it from the culture of bacteria and yeast. The global kombucha market is segmented by type, distribution channel, and geography. The market is segmented by type into original/regular kombucha and flavored kombuchas, such as herbs and spices, flowers, and fruits. The market segmentation by distribution channel includes supermarkets/hypermarkets, convenience stores, specialist stores, online retailers, and other distribution channels. By geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle East & Africa. The market sizing and forecasts have been done based on value (in USD million) for each segment.
By Product Type | Traditional | ||
Flavored | |||
By Nature | Conventional | ||
Organic | |||
By Packaging Types | Bottle | ||
Can | |||
Others | |||
By Distribution Channel | Off-Trade | Supermarkets / Hypermarkets | |
Specialist Stores | |||
Convenience Stores | |||
Online Retail Stores | |||
Other Distribution Channels | |||
On-Trade | |||
By Geography | North America | United States | |
Canada | |||
Mexico | |||
Rest of North America | |||
Europe | Germany | ||
United Kingdom | |||
Italy | |||
France | |||
Spain | |||
Netherlands | |||
Poland | |||
Belgium | |||
Sweden | |||
Rest of Europe | |||
Asia-Pacific | China | ||
India | |||
Japan | |||
Australia | |||
Indonesia | |||
South Korea | |||
Thailand | |||
Singapore | |||
Rest of Asia-Pacific | |||
South America | Brazil | ||
Argentina | |||
Colombia | |||
Chile | |||
Peru | |||
Rest of South America | |||
Middle East and Africa | South Africa | ||
Saudi Arabia | |||
United Arab Emirates | |||
Nigeria | |||
Egypt | |||
Morocco | |||
Turkey | |||
Rest of Middle East and Africa |
Traditional |
Flavored |
Conventional |
Organic |
Bottle |
Can |
Others |
Off-Trade | Supermarkets / Hypermarkets |
Specialist Stores | |
Convenience Stores | |
Online Retail Stores | |
Other Distribution Channels | |
On-Trade |
North America | United States |
Canada | |
Mexico | |
Rest of North America | |
Europe | Germany |
United Kingdom | |
Italy | |
France | |
Spain | |
Netherlands | |
Poland | |
Belgium | |
Sweden | |
Rest of Europe | |
Asia-Pacific | China |
India | |
Japan | |
Australia | |
Indonesia | |
South Korea | |
Thailand | |
Singapore | |
Rest of Asia-Pacific | |
South America | Brazil |
Argentina | |
Colombia | |
Chile | |
Peru | |
Rest of South America | |
Middle East and Africa | South Africa |
Saudi Arabia | |
United Arab Emirates | |
Nigeria | |
Egypt | |
Morocco | |
Turkey | |
Rest of Middle East and Africa |
Key Questions Answered in the Report
How big is the kombucha market in 2025?
The kombucha market stands at USD 3.25 billion in 2025.
What is the expected kombucha market size by 2030?
It is projected to reach USD 6.23 billion by 2030, growing at a 13.9% CAGR.
Which product type is growing fastest?
Traditional kombucha is forecast to expand at a 14.03% CAGR, outpacing flavored variants.
Which region offers the strongest growth potential?
Asia-Pacific leads in growth with a projected 14.55% CAGR to 2030, thanks to rising health awareness and modernizing retail.
Page last updated on: July 8, 2025