Kombucha Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Kombucha Market Report is Segmented by Product Type (Traditional and Flavored), by Nature (Conventional and Organic), by Packaging Types (Bottles, Cans, and More), by Distribution Channel (Off-Trade and On-Trade), and by Geography (North America, Europe, Asia-Pacific, South America, Middle-East, and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Kombucha Market Size and Share

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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.

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.

Kombucha Market: Market Share by Product Type
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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.

Kombucha Market: Market Share by Packaging Types
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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. 

Kombucha Market CAGR (%), Growth Rate by Region
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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

  1. Health-Ade LLC

  2. Humm Kombucha LLC

  3. GT's Living Foods

  4. Pepsico Inc.

  5. The Townsend Group

  6. *Disclaimer: Major Players sorted in no particular order
Kombucha Market Concentration
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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.

Table of Contents for Kombucha Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Rising Health Awareness Drives Probiotic Beverage Demand.
    • 4.2.2 Growing Vegan Trend Supports Kombucha Product Adoption.
    • 4.2.3 Expanding Retail Shelves Promote Wider Kombucha Availability.
    • 4.2.4 Product Innovation Boosts Appeal Among Young Consumers.
    • 4.2.5 Celebrity Endorsements Enhance Kombucha Brand Recognition Globally.
    • 4.2.6 Functional Drinks Gain Popularity Over Carbonated Options.
  • 4.3 Market Restraints
    • 4.3.1 High Product Cost Limits Adoption in Price-Sensitive Markets
    • 4.3.2 Limited Awareness Affects Demand in Rural Regions
    • 4.3.3 Competition From Other Functional Drinks Slows Market Growth
    • 4.3.4 Short Shelf Life Restricts Large-Scale Distribution Logistics.
  • 4.4 Regulatory Landscape
  • 4.5 Technological Advancements
  • 4.6 Porter's Five Forces
    • 4.6.1 Threat of New Entrants
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Bargaining Power of Suppliers
    • 4.6.4 Threat of Substitute Products
    • 4.6.5 Intensity of Competitive Rivalry

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Product Type
    • 5.1.1 Traditional
    • 5.1.2 Flavored
  • 5.2 By Nature
    • 5.2.1 Conventional
    • 5.2.2 Organic
  • 5.3 By Packaging Types
    • 5.3.1 Bottle
    • 5.3.2 Can
    • 5.3.3 Others
  • 5.4 By Distribution Channel
    • 5.4.1 Off-Trade
    • 5.4.1.1 Supermarkets / Hypermarkets
    • 5.4.1.2 Specialist Stores
    • 5.4.1.3 Convenience Stores
    • 5.4.1.4 Online Retail Stores
    • 5.4.1.5 Other Distribution Channels
    • 5.4.2 On-Trade
  • 5.5 By Geography
    • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
    • 5.5.1.4 Rest of North America
    • 5.5.2 Europe
    • 5.5.2.1 Germany
    • 5.5.2.2 United Kingdom
    • 5.5.2.3 Italy
    • 5.5.2.4 France
    • 5.5.2.5 Spain
    • 5.5.2.6 Netherlands
    • 5.5.2.7 Poland
    • 5.5.2.8 Belgium
    • 5.5.2.9 Sweden
    • 5.5.2.10 Rest of Europe
    • 5.5.3 Asia-Pacific
    • 5.5.3.1 China
    • 5.5.3.2 India
    • 5.5.3.3 Japan
    • 5.5.3.4 Australia
    • 5.5.3.5 Indonesia
    • 5.5.3.6 South Korea
    • 5.5.3.7 Thailand
    • 5.5.3.8 Singapore
    • 5.5.3.9 Rest of Asia-Pacific
    • 5.5.4 South America
    • 5.5.4.1 Brazil
    • 5.5.4.2 Argentina
    • 5.5.4.3 Colombia
    • 5.5.4.4 Chile
    • 5.5.4.5 Peru
    • 5.5.4.6 Rest of South America
    • 5.5.5 Middle East and Africa
    • 5.5.5.1 South Africa
    • 5.5.5.2 Saudi Arabia
    • 5.5.5.3 United Arab Emirates
    • 5.5.5.4 Nigeria
    • 5.5.5.5 Egypt
    • 5.5.5.6 Morocco
    • 5.5.5.7 Turkey
    • 5.5.5.8 Rest of Middle East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Ranking
  • 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
    • 6.4.1 GT’s Living Foods
    • 6.4.2 PepsiCo Inc.
    • 6.4.3 Health-Ade, LLC
    • 6.4.4 Next in Natural
    • 6.4.5 Hain Celestial Group, Inc
    • 6.4.6 The Townshend Group
    • 6.4.7 SYSTM Foods
    • 6.4.8 LŌV Ferments
    • 6.4.9 Makana Beverages Inc.
    • 6.4.10 Upside Beverage Co
    • 6.4.11 Remedy Drinks Pty Ltd
    • 6.4.12 The Boochery, Inc
    • 6.4.13 Fermented Sciences Inc.
    • 6.4.14 Stratus Group Beverage
    • 6.4.15 RISE Kombucha Inc.
    • 6.4.16 Captain Kombucha
    • 6.4.17 Pure Steeps LLC
    • 6.4.18 Better Booch, LLC
    • 6.4.19 Cove Drinks
    • 6.4.20 Kombucha Kat Ltd.

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

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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
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
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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

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