Kombucha Trends, Benefits and Market Opportunities

During the past pandemic year, consumers have been more focused on health-conscious products, so it’s no surprise Kombucha is becoming a favorite of those looking to live healthier lifestyles. Here are key insights into this trend.

Over the past few years, kombucha has emerged as a health food craze and has gradually become a routine part of many people’s diets. Kombucha tea is a beverage with historical longevity and tradition, originating in China and serving as a worldwide alternative medicinal choice. As we know, it is believed Asian cultures have been preparing this fermented tea from the dawn of time, and it has been a secret to long and healthy lives. In fact, it is one of the most popular and fastest-growing beverages in the functional beverage industry, as recent statistics show. According to the Global Kombucha Market 2019-2028 report by ResearchAndMarketscom, the global kombucha market is likely to progress at a CAGR of 22.21 percent during the projected period of 2019-2028. Here are key insights into this trend:


The Rise of Kombucha in 2020

During the past pandemic year, consumers have been more focused on health-conscious products, so it is no surprise Kombucha is becoming a favorite of those looking to live healthier lifestyles. Kombucha is reported to have wide-ranging health benefits, though most of these claims lack scientific evidence. The tea continues to be rated high in healthiness among food products in the U.S., claiming it can improve sleep, digestion, or liver functions. It is also supposedly able to help stimulate the immune system, lose weight and reverse hair loss.


Kombucha Trends, Benefits and Market Opportunities

The Guilt Free Fizz

The kombucha market is driven by the consumer's inclination toward nutritional drinks and the preference towards 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. In addition to its health benefits, kombucha is a great alternative to soda. It's fizzy like soda but without all the sugar, and there are dozens of kombucha flavors on the market today, which makes it hard for consumers to tire of this drink.


Year-on-year growth of top volume food trend health benefits search queries in the United States


One-of-a-kind Alcoholic alternative.

Due to the fermented nature of kombucha, even the non-alcoholic version contains trace amounts of alcohol. Brewers have upped the amount by adding more sugar and yeast, yielding an alcohol content closer to 7 percent (in some cases) than the 0.5 percent present in regular kombucha. This product is called Hard Kombucha, and it is making a name for itself in an already-saturated American alcohol market because it varies in flavor more than most alternatives to beer and wine. Because it goes through a fermentation process, hard kombucha makers have the opportunity to tweak recipes and add hints of fruits and spices to their product.

Further, the similarities between craft beer and craft kombucha bond the two skills, resulting in more craft breweries having hard kombucha on tap. Beyond this, almost all hard kombucha is gluten-free and contains high amounts of probiotic bacteria that can help with digestion and inflammation, making it a one-of-a-kind alcoholic alternative.


For more For more context around food industry leading trends, Read: Food Culture and Eating Trends in 2021-2023.