The long-haul standpoint on kombucha market stays bullish, with FMI’s study forecasting revenues to expand at more than 15% constantly. Customers’ appetite for fermented products isn’t projected to decline anytime soon; actually, the outbreak has by now rechecked the casing for functional foods. On the other hand, within the fermented drinks segment, kombucha has a remarkable list of peers – probiotic lemonade, root beer, pulque, and kefir – all are contending for customer attention.
Kombucha brands would require moving beyond their center demographic of connoisseurs and millennials of ‘ethnic’ products to direct an extensive customer base. Makers could additionally support the health advantages of kombucha to aim geriatric populace. To augment sales in price-sensitive, yet remunerative markets, establishing a low-cost scope of products is required for bringing in a novel set of customers to this segment.
Key Takeaways from Kombucha Market
- Kombucha market is projected to expand at more than 16% during 2020, as COVID-19 pushed intake in the US and Europe
- Increasing customers interest in fermented drinks a foremost development driver
- Small craft brands disputing sector Goliaths, generating prospects for local kombucha makers
- Brand new kombucha popularity in rising markets directing to clarion calls for arising Standard of Identity
- Kombucha’s much-bared ‘alcohol problem’ stays a challenge, as brands battle to keep up underneath a 0.5% verge all through shelf life.
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Conventionally, food & beverage specialty stores have held a remarkable pie of the total kombucha sales, with convenience stores & supermarkets/hypermarkets amid different foremost sales channels. On the other hand, the COVID-19 outbreak has enhanced online sales, as well as the status quo, is not probable to alter in the short-term. The challenge, in addition to the prospect, for online platforms would be providing a wider variety of niche products that customers commonly anticipate in a specialty store.
The market place for kombucha is foreseeing the entry of new participants, albeit at a regional or local level. With an anticipated 400+ kombucha participants, personalized packaging, innovative flavors, social media marketing, and clean-label claims have become foremost avenues for formulating a distinguishable brand identity.
Kombucha market participants have, and are, setting up novel products to attract to the varied preferences and tastes of customers. As attaining commercial impetus, standard kombucha was in vogue; on the other hand, as more customers become open to experiment, flavored kombucha variant sales have grown considerably. Assured flavors, particularly berries, spices, and herbs are foreseeing higher need than flowers, coconut, apple, and citrus. Studying these market trends for kombucha, new and existing kombucha participants are concentrating on increasing their product portfolio.
The transparent labeling and alcohol content in kombucha drinks stays a key challenge for the industry. Brands are undertaking to address the issue via microfiltration, heat pasteurization, and distillation; on the other hand, the downside to these technics is the danger of intervening with the ‘legitimacy’ of the drink.
Despite efforts by the kombucha sector to deal with this longstanding challenge, industry watchers and ombudsmen agree that under-reporting is yet rampant in a few nations with comparatively lax monitoring mechanisms. The sector is additionally lobbying for devolving the Kombucha Act, to rise in the alcohol verge to 1.25%., conversely, there is no bipartisan backup for the Act.
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