Kombucha Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

The Kombucha Market is Segmented by Type (Original/Regular and Flavored), Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Specialist Stores, Online Retailers, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East & Africa). The Report Offers Market Size and Forecast in value (USD million) for the Above-mentioned Segments.

Market Snapshot

Kombucha Market Overview
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 17.5 %
Kombucha Market Major Players

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Market Overview

The global kombucha market is projected to register a CAGR of 17.50% during the forecast period.

During the COVID-19 pandemic, the demand for functional beverages increased considerably, resulting in the increasing demand for kombucha in the global market, primarily due to its fiber-rich prebiotics content that aids in boosting immunity. This factor promoted its sales during the pandemic.

The global consumption of the kombucha market is driven by the consumer's inclination toward nutritional drinks. Consumers have started to prefer functional drinks over fruit juices and carbonated drinks. 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) caters to the increasing need for the product by providing common resources and testing standards. As the identification of the alcohol content of kombucha is imperative, companies employ a standardized method to test and control.

The availability of alternatives and regulatory issues associated with kombucha, be it the sugar or alcohol content of the product, is expected to challenge the growth of the market. The presence of nutritionally equivalent alternatives affects consumer behavior and restrains the purchase of kombucha beverages.

Scope of the Report

Kombucha is a fermented tea beverage that is lightly effervescent, sweetened, and black or green in color, 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 market is segmented by type, distribution channel, and geography. By type, the market has been segmented into original/regular kombucha and flavored kombuchas, such as herbs and spices, flowers, and fruits. The distribution channels include supermarkets/hypermarkets, convenience stores, specialist stores, online retailers, and other distribution channels. By geography, the market has been segmented into North America, Europe, Asia-Pacific, South America, and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Type
By Distribution Channel
Health Store
Convenience Store
Online Channel
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

Increasing Demand for Flavored Kombucha Drinks

Flavored drinks are expected to occupy the major market share in the kombucha market during the forecast period. The segment experienced tremendous growth from the past 3-4 years, as the companies developed traditional drinks with added exotic flavors to attract consumers. Moreover, fruit-flavored drinks are expected to dominate the kombucha market in the coming years due to their added nutritional profile. GT’s Living Foods announced its new limited-edition offering for springtime, named Bloom, on April 16, 2018. The product portfolio includes a light, crisp, and floral flavor, combining fresh Elderflower, Jasmine, and Violet. The trend of natural, clean-label, and organic beverages is driving the market. However, the growing awareness about the kombucha drink and kombucha buzz among weight management foods are expected to lead to an exponential growth rate.

Kombucha Market Key Trends

Asia-Pacific is the Fastest Growing Region

Asia-Pacific is the fastest-growing region in the kombucha market. China is one of the leading markets for kombucha in Asia-Pacific. The popularity of packaged kombucha drinks in China remains attributed to their perceived health benefits. In India, the population suffering from joint health problems, like arthritis, is attracted more toward kombucha, which is expected to drive the growth of the kombucha market over the forecast period. The rise in urbanization in the region, with the easy availability of kombucha on local retail shelves, especially in countries, like Australia, China, and Japan, are driving the growth of the kombucha market in the region. Predominantly, kombucha is a native drink from Japan. Japanese consumers prefer it to be mild brownish and fermented using kelp-based tea. In other countries, it is a lightly carbonated and sweet fermented tea. Consumers in Japan prefer light tasted with umami flavored kombucha. The Japanese kombucha market has begun to gain traction among consumers due to high product innovation and the increasing penetration of brands.

Kombucha Market Growth Rate

Competitive Landscape

GT Living Foods, Kevita, Brew Dr, Kombucha, Health-Ade, Humm Kombucha LLC, and Suja are the prominent players in the kombucha market. The market is fragmented, with the presence of numerous private label brands that have been expanding a variety of kombucha drinks in their product portfolios at a competitive price and attractive packaging, compared to global players. This has intensified the competition among players in the kombucha market. The key strategies that aid the key players with a prominent market share are new product launches and expansions.

Recent Developments

  • In March 2019, Petaluma's Revive Kombucha introduced a new drink, sparkling kombucha, a sparkling drink with fewer calories. These are shelf-stable and available in 12-ounce cans.
  • In February 2019, Health-Ade debuted six new flavors for kombucha in the 16 oz. glass bottle lineups, including cherry berry, grapefruit, tropical punch, passionfruit-tangerine, strawberry-lemonade, and peach-mango.
  • In January 2018, GT’s Living Foods launched its winter collection of kombucha drinks with blends of dried rosebuds and petals, dried hibiscus flowers, and rose water.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Original/Regular

      2. 5.1.2 Flavored

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarket/Hypermarket

      2. 5.2.2 Health Store

      3. 5.2.3 Convenience Store

      4. 5.2.4 Online Channel

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 GT's Living Foods

      2. 6.3.2 PepsiCo Inc. (Kevita)

      3. 6.3.3 Health-Ade

      4. 6.3.4 Revive Kombucha

      5. 6.3.5 Hain Celestial

      6. 6.3.6 Brew Dr. Kombucha

      7. 6.3.7 Humm Kombucha LLC

      8. 6.3.8 Kombucha Wonder Drink

      9. 6.3.9 Makana Beverages Inc.

      10. 6.3.10 NessAlla Kombucha

    4. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Kombucha Market market is studied from 2016 - 2026.

The Kombucha Market is growing at a CAGR of 17.5% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

GT'S Kombucha, Health-Ade LLC, Brew Dr. Kombucha, Humm Kombucha LLC, PepsiCo, Inc. (Kevita) are the major companies operating in Kombucha Market.

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