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Strategy Briefing

Kombucha Grows as Beverage Consumers Look for Functionality

15 pages, Mar 2018

US$1,325

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About This Report

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Kombucha is one of the fastest-growing segments of the soft drinks industry today, appealing to consumers’ desire for healthy, functional soft drinks. The packaged market is largely centred in North America, where GT’s is losing its former monopoly on the category, but growth potential exists globally. As demand for probiotics continues to rise, so too should kombucha sales, as well as potentially those of other fermented drinks such as kefirs and drinking vinegars.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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.

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Kombucha grows as beverage consumers look for functionality

Key findings

Kombucha: An introduction

Health benefits are responsible for consumer interest in the category

The key health benefit of kombucha is as a source of probiotics

Kombucha is a highly immature category

GT’s loses monopoly as category fragments in North America

The purchase of KeVita makes PepsiCo GT’s key rival

Australia is also seeing major growth in packaged kombucha

Alcohol content has caused the category considerable trouble

Kombucha as a full-alcohol beverage

Sugar concerns and jun kombucha

Water kefir and the challenge to kombucha

Other potential fermented kombucha challengers

Aspects of kombucha to watch going forward

Why buy this report?

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Euromonitor International

Euromonitor International

Megatrends

Strategy Briefing

Kombucha Grows as Beverage Consumers Look for Functionality

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Kombucha

North America is the key market

Considerable potential

Want to find out more about this report?

Table of Contents

Kombucha grows as beverage consumers look for functionality

Key findings

Kombucha: An introduction

Health benefits are responsible for consumer interest in the category

The key health benefit of kombucha is as a source of probiotics

Kombucha is a highly immature category

GT’s loses monopoly as category fragments in North America

The purchase of KeVita makes PepsiCo GT’s key rival

Australia is also seeing major growth in packaged kombucha

Alcohol content has caused the category considerable trouble

Kombucha as a full-alcohol beverage

Sugar concerns and jun kombucha

Water kefir and the challenge to kombucha

Other potential fermented kombucha challengers

Aspects of kombucha to watch going forward

Why buy this report?

Want to find out more about this report?

Recently Viewed

Recently Viewed

Megatrends

Strategy Briefing

Kombucha Grows as Beverage Consumers Look for Functionality

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Kombucha

North America is the key market

Considerable potential

Want to find out more about this report?

Table of Contents

Kombucha grows as beverage consumers look for functionality

Key findings

Kombucha: An introduction

Health benefits are responsible for consumer interest in the category

The key health benefit of kombucha is as a source of probiotics

Kombucha is a highly immature category

GT’s loses monopoly as category fragments in North America

The purchase of KeVita makes PepsiCo GT’s key rival

Australia is also seeing major growth in packaged kombucha

Alcohol content has caused the category considerable trouble

Kombucha as a full-alcohol beverage

Sugar concerns and jun kombucha

Water kefir and the challenge to kombucha

Other potential fermented kombucha challengers

Aspects of kombucha to watch going forward

Why buy this report?

Want to find out more about this report?

Recently Viewed

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