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Kombucha Market Size - By Product (Organic and Inorganic), Type (Original and Flavored {Herbs & Spices, Fruits, Flowers}), Distribution Channel (Supermarkets, Convenience Stores, Health Stores), Growth Prospects, Regional Outlook & Global Forecast, 2023-2032

  • Report ID: GMI4407
  • Published Date: Nov 2023
  • Report Format: PDF

Kombucha Market Size

Kombucha Market size is estimated to record a CAGR of over 16% from 2023 to 2032. Increasing health consciousness and the growing demand for natural and functional beverages have significantly boosted kombucha's popularity. As per a survey conducted by McKinsey & Company in major developed regions (USA, UK, France, Germany) in 2022, almost 70% of respondents claimed that they prefer a healthier lifestyle and approximately 50% individuals stated that healthy eating is a priority for them. Consumers are seeking alternatives to traditional sugary and carbonated drinks, turning to kombucha for its perceived health benefits. Its low sugar content and potential digestive health advantages have further favored its demand.

Kombucha Market

Furthermore, innovation and product diversification have played a vital role in the market expansion.  The evolution of unique kombucha blends, such as those with adaptogens or superfoods, has created new niches while appealing to diverse consumer preferences. Additionally, collaborations between kombucha brands and the beverage industry giants have amplified the reach of this fermented tea to a broader consumer base. For instance, as per an article published by Brewer World in September 2023, Borécha, India’s leading kombucha brand, announced its collaboration with the country’s fastest-growing airline, Akasa Air, to introduce kombucha in flights, making Akasa Air the first Indian airline to offer the drink as its in-fight beverage.

Regulatory challenges and quality control norms can pose barriers, especially for smaller producers in the kombucha market. Managing the inherently low alcohol content in kombucha products presents regulatory complexities in certain regions, leading to additional compliance efforts. According to an article published by the Medical News Today, in USA, Treasury's Alcohol and Tobacco Tax and Trade Bureau (TTB) does not classify any beverage as an alcoholic drink if it has less than 0.5% alcohol.

However, if it contains more alcohol (by volume), TTB regulations will apply. Furthermore, the product's limited shelf life can also create logistical difficulties for distribution, potentially affecting its freshness. These factors, along with the need for brand differentiation and maintenance of high product quality to remain competitive in the to intensifying competition is hindering the overall growth prospects of the market.

COVID-19 Impact

Kombucha market experienced both challenges and opportunities due to the COVID-19 pandemic. Initially, supply chain disruptions and limitations in the availability of raw materials impacted production. Lockdowns and reduced consumer footfall affected sales through traditional retail channels. However, the market showed resilience as health-conscious consumers increasingly turned to immune-boosting and functional beverages. Online sales and home delivery of kombucha surged, compensating for some of the lost sales in physical stores. The pandemic also underscored the importance of health and wellness, aligning with product's perceived health benefits and aiding in market recovery & growth.


Kombucha Market Trends

A prominent trend in the kombucha industry is the growing emphasis on health and wellness. Consumers are seeking functional and probiotic-rich beverages, driving the product demand pertaining to its digestive health benefits. According to an article published by Kantar in 2023, an increased focus on health and wellness are major factors influencing consumers to reduce alcohol consumption & switch to other beverages. Moreover, manufacturers are also responding to the trend by introducing innovative flavors and infusions.


Company in February 2023 cites that over the period of past five years, product making ESG-related claims showcased 56% of all growth asserting consumer preference for eco-friendly products. Consumers are becoming more environmentally conscious, prompting kombucha brands to adopt sustainable practices in production and packaging. Glass bottles, recyclable materials, and reduced plastic usage have become common, reinforcing the product image as a responsible and eco-friendly beverage choice.

Kombucha Market Analysis

The organic kombucha segment is set to register over 17% growth rate over the forecast period, favored by the inclination for healthier beverage alternatives.

  • The customers are concerned about the sugar content as well as the chemical composition of various available drinks. This has led them to opt for kombucha based drinks for a healthier refreshment.
  • There is growing emphasis on clean label products, both among the consumers and the food authorities. This has brought kombucha into the limelight as clean and nutritional beverage, adding to market demand.

The kombucha market from hypermarket/supermarket distribution channel segment is poised to witness over 17.5% CAGR through 2032, owing to the easy accessibility and high credibility amongst the consumers.

  • These retail channels provide a platform for widespread consumer reach, allowing kombucha to transition from a niche product to a mainstream beverage.
  • Hypermarket/supermarket offer a controlled and regulated environment, ensuring product quality and safety.

The flavored kombucha industry segment will observe around 17% CAGR till 2032, due to product variety, enhanced beverage appeal amongst the consumers, and increasing innovative trends.

  • The availability of a wide range of flavors, from fruit-infused options to exotic blends, has made kombucha more approachable and palatable to a diverse audience.
  • Manufacturers continue to experiment with unique combinations, adaptogens, and functional ingredients to meet evolving consumer preferences, leading to a dynamic market landscape, with brands competing to introduce novel and exciting flavors.

Asia Pacific kombucha market is expected to showcase 18.5% CAGR between 2023 and 2032, led by changing dietary preferences, increasing health awareness, and the demand for functional beverages. Countries like China, India, and Japan are witnessing rising consumer interest in probiotic rich kombucha, which aligns with their focus on holistic health and wellness. Moreover, the popularity of traditional fermented beverages in the region has facilitated the product’s acceptance. As the Asia Pacific market continues to evolve, it presents both opportunities and challenges for kombucha manufacturers seeking to tap into this burgeoning consumer base.

Kombucha Market Share

GT's Living Foods, a pioneering brand in the kombucha industry, has executed effective growth strategies to maintain its leadership. A commitment to authentic fermentation and high-quality ingredients has fostered consumer trust and brand loyalty. Moreover, a diversified outlook with a broad range of kombucha flavors and functional ingredients has broadened its consumer appeal. Strategic partnerships with major retailers and expansion of distribution networks have also enhanced the company’s reach. By emphasizing quality, innovation, and strategic collaborations, GT's Living Foods has consistently driven its growth and maintained a strong position in the competitive kombucha market. Other major industry players include:

  • KeVita
  • Health-Ade
  • Brew Dr. Kombucha
  • The Humm
  • Kosmic
  • Woodies’ CBD Kombucha
  • LIVE Soda
  • Buchi Kombucha

Kombucha Industry News

  • In July 2023, Kevita launched a new range of sparkling probiotic lemonades in Classic and Peach flavors, packed with billions of live probiotics. Made from organic ingredients with water kefir fermentation, the product was claimed as a health-conscious choice for the summer season.
  • In March 2023, Kombucha expert Brew Dr. introduced new packaging labels and branding, accompanied by two new flavors. This initiative aimed to build upon the brand's success and attract new consumers to the kombucha category.

The kombucha market research report include in-depth coverage of the industry with estimates & forecast in terms of volume in million kilo tons & revenue in USD billion from 20218 to 2032 for the following segments:

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Market, By Product

  • Organic
  • Inorganic

Market, By Type

  • Original
  • Flavored

Market, By Distribution Channel

  • Supermarkets/Hypermarkets
  • Convenience Stores
  • Health Stores

The above information has been provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • UK
    • France
    • Italy
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Indonesia
  • Latin America
    • Brazil
    • Mexico
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE


Authors: Kunal Ahuja, Sarita Bayas

Frequently Asked Questions (FAQ) :

The market size of kombucha is set to witness 16% CAGR during 2023 to 2032. Increasing health consciousness and the growing demand for natural and functional beverages have significantly boosted kombucha's popularity.

The organic kombucha industry will register over 17% CAGR during the forecast period, favored by the inclination for healthier beverage alternatives.

Asia Pacific market is poised to record more than 18.5% CAGR through 2032, led by changing dietary preferences, increasing health awareness, and the demand for functional beverages.

KeVita, Health-Ade, Brew Dr. Kombucha, The Humm, Kosmic, Woodies’ CBD Kombucha, LIVE Soda, and Buchi Kombucha.

Kombucha Market Scope

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Premium Report Details

  • Base Year: 2022
  • Companies covered: 13
  • Tables & Figures: 438
  • Countries covered: 17
  • Pages: 250
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