Global Kombucha Market Overview:
Teas are the new emerging ‘Health drinks’ in the recent times. Most coffee-drinkers are making a clear switch to teas just because of the bounteous benefits they are associated with. Flavoured teas in particular are making a huge splash in the market. Kombucha, is a careful concoction of certain kind of tea leaves, which can be green or black tea leaves, Symbiotic Colony of Bacteria and Yeast (SCOBY). The SCOBY part is the probiotic part that enhances the benefits of the tea. The tea is prepared normally with water and sugar.
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The global kombucha market was valued at USD 750 million in 2016 and is expected to grow at a CAGR of 22% by 2023 to reach USD 5.40 billion. Found extensively in supermarkets, health stores and local vendors, kombucha has also established an online channel lately with North America being its leader with 58.4% market volume. Russia too has contributed about USD 14.05 million in 2016 through the online channel and is estimated to grow by 22.1% in the coming forecast period. Because of the strong tea consuming habits, and the awareness factor, US is expected to grow tremendously as a market in the coming years. However, the US FDA has strong regulatory standards and therefore, not many players venture into this market. Canada and Mexico are the next big markets for the product. Europe and Asia Pacific constitute the next appropriate 32% of the market, with China and India being big on the health bandwagon.
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List of Key Players in Global Kombucha Market:
Some of the big players are Kombucha Wonder Drink, Kosmic Kombucha, Live Soda Kombucha, Nesalla Kombucha, Makana Beverages Inc. The Hain Celestial, RedBull and Reed occupy over 30% market share. The big players are foraying into the flavoured market as compared to the original owing to fact that 80% consumers prefer flavours.
Available in the original format, companies are trying to experiment with newer flavours, tastes and varieties of kombucha that are more suited to people’s individual tastes. For example, new flavours with ingredients such as apple juice, ginger, blueberry and beet juice are being sold. Of course, the trend of consuming organic foods, has led to a massive sales boost for kombucha teas. Using this tea in a variety of applications has also helped it grow. Big players like PepsiCo have entered the kombucha market with the KeVita Inc drink segment investing over $200 million into this market globally. With women, statistically comprising 63% of the kombucha drinking market, firms are strongly targeting this segment with more focus.
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