The global kombucha tea market reached a value of nearly USD 3318.10 Million in 2023. The market is projected to grow at a CAGR of 25.10% in the forecast period of 2024-2032, attaining a value of around USD 24900.34 Million by 2032.
Base Year
Historical Year
Forecast Year
The kombucha tea market development can be attributed to growing health consciousness, evolving consumer preferences, and the rising demand for functional beverages. While in developed economies such as the United Kingdom, 26% of the overall population is conscious about diet and exercise, consumers in emerging economies like India are willing to spend more on consuming natural food, specialised diets, and health supplements. Antioxidant properties, probiotic richness, low sugar options, and detoxification support contribute to the growing popularity of kombucha tea. The beverage contains less sugar than traditional sodas, hence the growing health-conscious population seeking low-sugar beverages fuels the market.
Technological advancements and innovations are shaping the kombucha tea market landscape. Advancements in fermentation control systems and the growing integration of sensors and automation in kombucha production are resulting in the development of more consistent and high-quality kombucha tea with improved taste and prebiotic content. Brands are also utilising innovative technologies such as proprietary filtration and encapsulation technology to improve the shelf stability of kombucha tea.
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Growing Demand for Functional Beverages
The growing demand for functional beverages that offer health benefits such as enhanced energy and improved digestion, shifting consumer preferences, and the increasing focus on health and wellness are creating lucrative kombucha tea market opportunities. As per NeilsenIQ, sales of functional beverages in the United States surged 54% to USD 9.2 between March 2020 and March 2024 while constituting 10% of the US non-alcoholic beverage market. As kombucha tea improves digestion and supports gut and immune health by promoting a healthy balance of gut microbiota, its consumption is growing. Increasing research activities aimed at highlighting the connection between mental well-being and gut health are further surging the demand for kombucha tea to provide stress relief and improve cognitive function.
Rising Consumption of Kombucha Tea as an Alternative to Alcohols
The growing focus on reducing alcohol intake amid rising health concerns, especially among the young population, is driving the kombucha tea market development. As per a survey by YouGov in 2024, young individuals are the biggest consumers of low and no-alcohol alternatives and nearly 44% of those aged 18-24 years are occasional or regular drinkers of alcohol alternatives. Similarly, Mintel research in 2023 revealed that nearly four in ten consumers in the United States closely (22%) or occasionally (16%) follow a ‘sober curious’ lifestyle. The distinct, unique, refreshing, and slightly acidic taste of kombucha tea makes it an ideal alternative to alcoholic drinks. The availability of kombucha tea in a variety of herbal, fruit-infused, and spiced blends is also boosting its consumption as an alcohol alternative.
Flavour and Formulation Innovations
With the increasing demand for bold and innovative flavours, key players are introducing unique and exotic blends of kombucha tea. There is a rising trend of herbal fortification of kombucha tea with innovative ingredients like caffeine, ginger, chia seeds, and turmeric to enhance its health and flavour appeal. In March 2020, Brew Dr. introduced Tropical Uplift, a caffeinated kombucha combined with mango and passionfruit. Brands are also increasingly blending traditional kombucha flavours with other popular superfoods and beverages such as matcha and green tea, chlorella, spirulina, and acai, among others, to improve their antioxidant and detoxification properties. In addition, the increasing integration of CBD (cannabidiol) into kombucha tea, especially in established markets like North America, amid the growing demand for functional drinks with anti-anxiety, mood-boosting, and anti-inflammatory benefits is boosting the kombucha tea market revenue. In February 2022, UK-based Hip Pop launched a new range of CBD-infused flavoured kombucha drinks in three flavours- Cherry & Blackberry, Passionfruit & Guava, and Blood Orange & Grapefruit, fortified with one billion live bacteria and containing 20 mg of active CBD.
Growing Focus on Sustainability
The rising focus on sustainability is shaping the kombucha tea market trends and dynamics. Kombucha tea production boasts a lower footprint as compared to mass-produced soft drinks and juices. Kombucha is often produced by local and small breweries that emphasise sustainability and quality while reducing the need for long-distance transportation and fostering a more sustainable local economy. Kombucha tea brands are also increasingly focusing on utilising organic ingredients and sustainable practices in their production to lower their environmental impact. Furthermore, they are packaging kombucha tea in sustainable packaging options such as aluminium cans and glass bottles that can minimise waste and reduce the carbon footprint associated with transportation.
August 2024
Tata Consumer Products (TCP) announced the launch of Tetley Kombucha, a fermented and mildly fermented drink made from tea and SCOBY, a symbiotic culture of bacteria and yeasts, boasting a unique formulation with prebiotic fibre.
July 2024
Sbooch, a Mumbai-based preservative-free kombucha brand, forayed into the Indian beverage industry. The kombucha tea offered by the company is free of flavours and additives and boasts extended shelf stability.
The growing demand for functional beverages is significantly driving the kombucha tea market, as consumers seek drinks offering health benefits like improved digestion, energy, and cognitive function. Research shows that functional beverages in the U.S. saw a 54% increase in sales, with kombucha's gut health and immune-boosting properties contributing to its rise. Additionally, kombucha is gaining popularity as an alcohol alternative, especially among younger consumers. A survey revealed that nearly 44% of individuals aged 18-24 are regular or occasional drinkers of alcohol alternatives. The unique taste and variety of kombucha flavours, including fruit-infused and herbal blends, are boosting its appeal. Furthermore, innovations like CBD-infused kombucha and the integration of superfoods like matcha and spirulina are enhancing its health profile. Sustainability is also a key trend, with brands focusing on organic ingredients and eco-friendly packaging, reducing their environmental impact and supporting local economies.
The slightly vinegary, tangy, and effervescent flavour of kombucha tea can limit its mass market adoption. There is also a low awareness regarding the benefits of kombucha tea, and it is often perceived as an exotic or niche product with a high price point, making consumers hesitant to try the beverage. Although advancements in technologies are attempting to improve the shelf stability of kombucha tea, it is perishable and has relatively short shelf stability as compared to sodas and bottled water, creating challenges for distribution and adding to logistics costs. In addition, the growing popularity of kombucha alternatives such as cold-pressed juices, probiotic yoghurts, functional waters, herbal teas, and plant-based smoothies makes it difficult for kombucha to maintain its unique position in the functional beverage market, challenging the kombucha tea market growth.
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The EMR’s report titled “Global Kombucha Tea Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Flavour
Market Breakup by Tea
Market Breakup by Packaging
Market Breakup by Distribution Channel
Market Breakup by Age Group
Market Breakup by Gender
Market Breakup by Region
By Type Insights
Organic kombucha tea is made from certified organic sugar, tea, and flavourings free from GMOs, synthetic pesticides, and fertilisers and is free from harmful chemicals, preservatives, and artificial additives. It is more expensive than its non-organic versions and is often marketed as a premium product.
Meanwhile, non-organic kombucha tea is made from conventional tea, flavourings, and sugar, and may contain traces of chemical fertilisers, pesticides, and non-organic additives. Typically more affordable than its organic counterparts, non-organic kombucha tea is readily available in mass-market grocery stores and mainstream retail outlets and caters to price-conscious consumers.
By Flavour Insights
Fruit-flavoured kombucha tea enjoys significant popularity as it boasts natural sweetness and vibrant fruit colours, making it appealing among consumers seeking a sweet, tangy, and refreshing taste. While it retains the probiotic benefits of kombucha, fruits like citrus, berries, pineapples, and citrus create zesty and lively flavours.
Regular/original kombucha tea is preferred by purists and traditionalists who appreciate the authentic and original experience of kombucha. It is also demanded by consumers seeking functional beverages with minimalist ingredients.
Meanwhile, the rising popularity of kombucha infused with herbs and spices aids the growth of the kombucha tea market. Herbs and spices like turmeric, ginger, and chai spices impart digestive and anti-inflammatory properties to kombucha tea. With consumers seeking kombucha’s potential beyond gut health, the demand for kombucha tea infused with herbs and spices is increasing.
By Tea Insights
Kombucha brewed with green tea boasts a delicate, subdued, and refreshing flavour profile, is rich in antioxidants, such as catechins, and supports heart health, detoxification, and weight loss. Green tea kombucha is marketed as a detox or wellness drink, appealing to wellness enthusiasts.
Black tea kombucha, meanwhile, has a robust and bold flavour, boasts a tangy or vinegary taste, is rich in polyphenols, including theaflavins and thearubigins, and offers health benefits such as cholesterol regulation and digestive health. Its classic taste supports the kombucha tea market expansion.
By Packaging Insights
In the kombucha tea market, glass bottles are commonly used to pack kombucha tea due to their premium and high quality. These bottles also provide excellent preservation of kombucha tea’s taste and probiotic properties as they are non-porous and prevent chemical leaching. In August 2021, Remedy launched the Remedy Kombucha Mango Passion in 330ml glass bottles.
Aluminium cans are gaining popularity for packaging kombucha tea due to their portability, convenience, lightweight benefits, and durability, making them ideal for on-the-go consumption. As aluminium is a recyclable material and is valued for its sustainability, kombucha brands increasingly use aluminium cans to prioritise recyclable packaging.
By Distribution Channel Insights
Supermarkets/hypermarkets and convenience stores offer customers easy access to a wide range of kombucha brands and flavours. Such distribution channels also run in-store displays, promotional campaigns, and discounts, boosting the visibility of kombucha tea. The expansion of supermarkets, hypermarkets, and convenience stores is further providing lucrative kombucha tea market opportunities.
Meanwhile, online channels are expected to account for a significant portion of the kombucha tea market share in the forecast period. Such channels offer enhanced convenience, feature a wide range of kombucha brands, and offer global reach, boosting their appeal among consumers. Various online retailers also offer bundle deals and subscription services, through which customers can regularly buy kombucha tea at discounted prices, further driving the market.
By Age Group Insights
Individuals aged under 20, including young adults and teenagers, are increasingly consuming functional beverages like kombucha tea amid the rising importance of immune function, gut health, and clean eating. With the shift towards non-sugary alternatives, key players are targeting health-conscious young consumers by providing low-sugar or zero-sugar kombucha varieties.
Consumers aged 20-40 years, including millennials and Gen Z, are one of the largest consumer bases of kombucha tea due to their interest towards health and wellness trends. As millennials and Gen Z are focusing on gut, immune, and mental health, detoxing, holistic living, and fitness, the demand for kombucha tea as a nutritious and refreshing drink is surging. The booming ‘sober curious’ movement among this age group further fuels the kombucha tea market development.
Meanwhile, individuals aged above 40 years are increasingly consuming kombucha tea due to its digestive and immune health benefits. The rising focus on preventative healthcare among this age group is also surging the consumption of kombucha tea due to its detoxification and anti-inflammatory properties.
By Gender Insights
As per the kombucha tea market analysis, women have historically been the primary consumers of functional beverages, including kombucha tea. The rising interest in wellness trends like natural skincare, gut health, and organic diets among females further boosts kombucha tea consumption. Besides, the growing popularity of dietary trends such as keto, paleo, and clean eating among women is surging the demand for kombucha tea.
The growing awareness regarding the importance of optimal gut health, especially in relation to immune support, energy levels, and overall vitality, among men is driving the consumption of kombucha tea. The beverage is also gaining popularity as a non-alcoholic option among men seeking to reduce alcohol consumption.
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North America Kombucha Tea Market Overview
The growing trend of health and wellness, fuelled by the COVID-19 pandemic, is boosting the North America kombucha tea market revenue. In 2022, a survey by OnePoll and Nutrisystem revealed that 70% of Americans became more observant of their health post the COVID-19 pandemic. Due to its high antioxidants, organic acids, and live probiotics content, kombucha tea is increasingly consumed as an immune-boosting and detoxifying drink. Increasing investments into the expansion of kombucha brands in the United States and Canada are also fuelling the market. In September 2021, Cove Kombucha, a Canada-based kombucha brand, announced that it raised USD 4.5 million to expand its presence across North America.
Europe Kombucha Tea Market Dynamics
The growth of the kombucha tea industry in Europe is being aided by the growing demand for naturally functional food and the declining consumption of soft drinks. The rising popularity of fermented food and beverages and the increasing customer awareness regarding the importance of gut health are boosting the market expansion. Besides, the surging preference for clean-labelled and organic food and beverages in the region is driving the demand for kombucha tea with natural ingredients and minimal processing. From September 2021 to 2022, the UK kombucha category received 1.78 million searches.
Asia Pacific Kombucha Tea Market Trends
Kombucha tea, which originated from East Asia, is witnessing a resurgence in local interest due to its health and wellness benefits. As per the kombucha tea market regional analysis, the growing demand for functional beverages and the rising focus on gut health in the Asia Pacific aids the market. As per Innova’s 360 research, South and Southeast Asia account for 4% of the global functional beverage retail value. The research also indicates that consumers in the region seek functional beverages to improve immunity, assist gut health, and enhance sleep quality. Besides, kombucha tea enjoys high popularity in Australia due to the high health consciousness in the country. The increasing consumption of kombucha tea as an alternative to alcoholic beverages in the country is expected to further fuel the kombucha demand forecast in the coming years.
Key kombucha tea market players are focusing on product innovation and launching new and unique flavours to cater to evolving customer preferences. They are also sourcing organic and non-GMO ingredients, shifting to eco-friendly packaging, and adopting sustainable practices to gain a competitive advantage.
GT’s Living Foods
GT’s Living Foods is a prominent kombucha tea brand that was founded in 1995. The company offers a range of raw, organic, and unfiltered kombucha drinks in a variety of flavours. Its products are made from organic sugar, organic tea, and live cultures and are free from preservatives, additives, and artificial flavours, showcasing its commitment to quality.
Brew Dr. Kombucha, LLC
Brew Dr. Kombucha, LLC, founded in 2008, is a kombucha company recognised for its hand-crafted and high-quality kombucha tea that combines the ancient tradition of fermentation with innovative, contemporary flavours. Some of its most popular flavours are Ginger Lemon, Clear Mind, Love, Citrus Honeybush, and SuperBerry. The company also manufactures sparkling herbal tonics offering benefits such as improved immunity, energy levels, and hydration.
Kevita, Inc
Kevita, Inc is a prominent functional beverage manufacturer, recognised for its kombucha and probiotic beverage offerings. Founded in 2009 and headquartered in California, United States, some of its signature products include KeVita Kombucha, KeVita Master Brew Kombucha, KeVita Apple Cider Vinegar Tonics, KeVita Sparkling Probiotic Drinks, and KeVita Apple Cider Vinegar Tonics, among others.
Other players in the kombucha tea market are Remedy Kombucha Pty Ltd., Carpe Diem, Humm Kombucha, LLC, Kombucha Wonder Drink, Reeds, Inc., and Equinox Kombucha, among others.
June 2024
Remedy launched into the healthy fast-food chain, Leon, offering customers a healthier drink alternative. The kombucha offered by Remedy is free from sugar and artificial ingredients and rich in organic acids, antioxidants, and live cultures that support gut health.
July 2023
TIM TAM TUMMY introduced the first kombucha tea for kids, providing a probiotic alternative to juice boxes. The kombucha tea for kids offers three billion live probiotics and Vitamin C, is free from alternative sweeteners and artificial ingredients, and is available in four-fruit forward flavours, Apple Happy Dance, Pineapple Party, Mango For It!, and Grape Day to Shine.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The global kombucha tea market attained a value of nearly USD 3318.10 Million in 2023.
The market is projected to grow at a CAGR of 25.10% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach about USD 24900.34 Million by 2032.
The major drivers of the market include rising disposable incomes, increasing population, rising demand from the developing regions, and the growing acceptance of the product by consumers.
The cafes are increasingly becoming spaces where consumers do not just socialise but also indulge in trying different products, which is acting as a key driver for the market.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
Organic and non-organic are the major types of the product in the market.
The major flavours of the product in the market are fruits, regular/original, herbs and spices, and flowers, among others.
The major tea segments in the market are green tea, black tea, and oolong tea, among others.
The major packaging segments are glass bottles, aluminium cans, and pet bottles, among others.
Supermarkets/hypermarkets, convenience stores, health stores, and online retailers, among others, are the significant distribution channels of kombucha tea in the market.
The major age groups can be categorised into age<20, age 20-40, and age>40.
The gender segments can be categorised into male and female.
The major players in the market are GT’s Living Foods, Brew Dr. Kombucha, LLC, Kevita, Inc, Remedy Kombucha Pty Ltd., Carpe Diem, Humm Kombucha, LLC, Kombucha Wonder Drink, Reeds, Inc., and Equinox Kombucha, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Flavour |
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| Breakup by Tea |
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| Breakup by Packaging |
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| Breakup by Distribution Channel |
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| Breakup by Age Group |
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| Breakup by Gender |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61 448 06 17 27
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63 287899028, +63 967 048 3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84865399124
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