Kombucha Grows as Beverage Consumers Look for Functionality

Kombucha 

Kombucha is a fermented, naturally carbonated tea whose probiotic contenthas made it a favourite of health-orientated consumers in recent years.While many kombucha drinkers still prefer to make their own at home, therehas been major growth in packaged and branded products as well.

North America is the key market 

North America is the key market for packaged kombucha. GT’s hasbeen the market leader for as long as there has been a sizeablecategory, but its dominance is slipping as numerous new brands enterthe fast-growing market.

Considerable potential 

The potential for kombucha remains considerable. The category has plentyof room for expansion, although some consumers who are long-timekombucha drinkers are starting to look beyond kombucha to alternativefermented beverages such as kefirs or drinking vinegars.