Kombucha Market Size, Share & Trends Analysis Report By Product (Hard, Conventional), By Distribution Channel (On-trade, Off-trade), By Region (North America, Europe, Asia Pacific), And Segment Forecasts, 2025 - 2030

Kombucha Market Size & Trends

The global kombucha market size was estimated at USD 4.26 billion in 2024 and is expected to grow at a CAGR of 13.5% from 2025 to 2030. The kombucha market is fueled by a rising consumer preference for healthy, functional beverages and increased awareness of the benefits of probiotics for gut health. The growing demand for natural, organic, and low-sugar products aligns with health-conscious consumption trends, further accelerating market growth. In addition, the introduction of innovative flavors and unique formulations has broadened kombucha’s consumer base, making it more appealing to a diverse audience. Strategic marketing initiatives and expanded distribution channels, including retail partnerships and e-commerce platforms, have enhanced product accessibility, contributing significantly to the market’s rapid expansion and global reach.

In addition to the rising health-conscious consumers, with the sober curious movement, consumers are focusing on limiting their alcohol intake. The growing trend of lower-alcohol beverages makes it a good choice for those who want to enjoy an alcoholic drink without overindulging. The major brands in the market are capitalizing in the growing trends by offering an attractive alternative to such consumers.

Consumers have significantly shifted toward proactively tackling their health & wellbeing, and have dedicated themselves to improving their overall longevity, which has led to higher product acceptance. Kombucha is marketed as a product that eliminates toxins, boosts energy & immune system, and helps lose weight, which is driving the frequency of its consumption among consumers globally.

A significant rise in functional food such as kombucha has been prominent in recent years owing to the rising number of health-conscious consumers. Functional foods and beverages such as kombucha are rich sources of nutrients, including water-soluble vitamins, minerals, and beneficial microorganisms.

According to The Pennsylvania State University data published in March 2023, a survey conducted states 66% of consumers consume kombucha for its probiotic properties and nearly 39% for overall health benefits. Kombucha is a fermented tea offering health benefits owing to its anti-bacterial and anti-inflammatory properties. According to the Mayo Foundation for Medical Education and Research, kombucha tea helps in preventing and treating health issues such as blood pressure and cancer and promotes gut health.

Key players are recognizing the segment's opportunities and manufacturing kombucha drinks for health-conscious consumers. For instance, Remedy Drinks offers kombucha drinks in a no-sugar format made with all-natural ingredients, appealing to health-conscious consumers and driving the market growth.

Furthermore, the growing focus on gut health is one of the primary driving factors behind the expansion of the kombucha market. Kombucha, a fermented tea known for its probiotic content, has gained significant attention for its potential benefits in promoting a healthy digestive system. Probiotics, the live bacteria and yeast found in kombucha, help balance the gut microbiome, which is linked to improved digestion, immune function, and overall well-being.

As consumers become more aware of the importance of gut health in maintaining overall health, the demand for functional beverages such as kombucha has surged.

In addition to probiotics, kombucha contains organic acids, enzymes, and antioxidants that are believed to support detoxification and reduce inflammation, further enhancing its appeal. For instance, the Food and Health Survey of 2022 reported the nutrients consumed to enhance digestive and gut health included a 16% share of fermented beverages such as kombucha.

The growing demand for organic and health-conscious beverages presents significant growth potential for kombucha in the coming years. The rise of the global wellness trend also presents an opportunity for kombucha to enter new markets, especially in regions with a growing focus on healthy living, such as Europe, Asia, and Latin America.

The kombucha market presents significant opportunities for flavor innovation, which plays a key role in attracting a broader consumer base. While original flavors are popular, there is increasing consumer demand for unique, seasonal, and exotic flavors that cater to diverse palates.

The brands are capitalizing on the rising demand for exotic flavors and serving their customer base. For instance, in July 2024, KOMBUCHA 221 B.C. introduced a refreshing variety of kombucha, including berry hibiscus, blueberry ginger, passion fruit red clover, lavender moringa, mango dandelion, and tangerine marigold flavors, designed to offer unique experience using the traditional and natural methods of fermentation packed with organic ingredients. These flavor variations can help differentiate brands in a competitive market and provide consumers with a wider range of taste experiences, enhancing brand loyalty and driving repeat purchases.

Market Concentration & Characteristics

The kombucha industry is witnessing a strong degree of innovation driven by consumer demand for functional and nutritious drinks. The kombucha market is highly competitive, attributed to the presence of numerous manufacturers with widespread geographical reach, strong brand recognition, and extensive distribution networks. Market players are expected to enhance their focus on product promotion and brand awareness to gain a competitive edge. Key strategies adopted by players operating in the market include flavor innovations and the optimization of efficient distribution channels.

One of the effective market entry strategies is to focus on product differentiation. The involved players in the market are constantly innovating and experimenting with new flavors appealing to the target audience. For instance, in March 2023, Health-Ade LLC introduced a new line of delicious variants, including pink lady apple, ginger lemon, pomegranate, and passion-fruit tangerine. The company introduced kombucha beverages in can packaging, offering convenience, portability, and recyclability. Through such new product launches, the companies are also leveraging sustainability trends by adopting eco-friendly packaging solutions like glass bottles, recycled materials, or biodegradable labels.

In addition, recognizing the health benefits the kombucha beverage offers, the brands are focusing on positioning the drink as a wellness drink, highlighting key nutrients such as being rich in probiotics and low in sugar content. The brands, aware of the demand for organic ingredients, are labeling the product with various certifications. For instance, JuneShine labels its kombucha bottles with USDA Organic, non-GMO, vegan, and gluten-free labels to attract the target audience.

Moreover, to fulfill the increasing demand for kombucha, the involved players are leveraging distribution channels through retail stores. Expanding the distribution channel strategy for the Kombucha market involves targeting a diverse set of retail and non-retail outlets to maximize accessibility and reach. For instance, according to the data published in June 2022, Remedy Drinks is rapidly expanding its presence in the U.S. market across national retailers and multiple distribution channels. The brand is also introducing new flavors such as Mango Passion, which also marked its first launch into a national retailer chain, available in more than 2,000 Albertson and Safeway stores.

Kombucha brands are actively implementing various strategies to enhance their brand presence and increase visibility in the market. These initiatives include innovative marketing approaches, sustainability efforts, product diversification, and collaborations that aim to build a stronger connection with consumers and differentiate the brand in a competitive landscape. For instance, in July 2024, GT's Living Foods launched a campaign called Feel the Synergy, where the brand partnered with 5 musical artists to create a music-inspired marketing campaign. Inspired by a musical campaign, the kombucha player introduced 5 variants featuring the performed artists. Under the brand Synergy, the company introduced variants such as Mystic Mango, Unity, Guava Goddess, Island Bliss, and Strawberry Serenity.

Product Insights

Conventional kombucha accounted for a dominant share of 91.6% of the global revenue in 2024. The rise of conventional products aligns with the growing demand for healthy hydration and consumers' broad adoption of functional beverages. While kombucha has benefited from those accelerating trends, it is also evolving and innovating to propel the segment's growth forward.

Health-Ade LLC, BREW DR. KOMBUCHA, and GT’s Living Foods are some of the prominent sellers of conventional kombuchas. They offer the product in a range of exotic flavors such as ginger, turmeric, lemon, pineapple, apple, pomegranate, strawberry, grape, watermelon, and cherry, among others. The growing availability of these products in a variety of offerings and flavors has escalated the segment growth.

The hard segment is expected to grow at a CAGR of 18.0% during the forecast period. Consumers are gradually inclining toward hard kombucha, as it is a strong alternative to other adult beverages. Several players are offering this product in crafted cocktails, in flavors such as elderflower, lemongrass, grapefruit & hibiscus, coffee, blueberry, and jalapeno, which is driving its consumption among consumers who are seeking innovative and gut-friendly beverages.

Consumers who are trying to seek hard kombucha in lighter flavors are trying novel options such as green tea-based kombucha sweetened with honey, mint, mango, and fruit flavors, and relatively less alcohol content. These novel offerings are driving the growth of the segment.

Distribution Channel Insights

Sales of kombucha through off-trade channels are expected to grow at a CAGR of 15.4% from 2025 to 2030. These beverages are now more readily available through various distribution channels, including supermarkets and On-trade, health stores, and online retailers.

The range of innovative flavors is also attracting an increased number of consumers, with companies offering novel flavors such as lavender, watermelon, peach, and passionfruit alongside their original beverages and marketing them through off-trade platforms. InstaCart, Minibar Delivery (ReserveBar Express Corp.), Drizly, and Total Wine & More are prominent sellers of these beverages.

Sales of kombucha through on-trade channels accounted for a revenue share of 59.0% in the global kombucha market in 2024 and are expected to maintain its dominance during the forecast period. Recently, growing inclination towards premium hand-crafted cocktails containing flavored kombuchas has led to an increase in their consumption through on-trade channels, including premium bars, pubs, cafés, restaurants, and other food service outlets.

These on-trade channels offer non-alcoholic and gut-supporting kombucha cocktails with different ingredients and novel flavors, which has increased their consumption through these channels. This beverage has a very low alcohol percentage of about 0.5% to 2%, which makes it a potential option for cocktails; in response, several bars and pubs are offering more affordable options to cater to the ongoing trend.

Regional Insights

North America made the largest contribution to the market in 2024, with 44.1% of the revenue share. The regional market has expanded rapidly, with the drink enjoyed by customers who are seeking a quality, healthier soft drink alternative. Consumers in the U.S. and Canada are seeking an ethical, sustainable, and low-sugar lifestyle, which has spurred product demand.

U.S. Kombucha Market Trends

The kombucha market in the U.S. is projected to grow at a CAGR of 13.6% from 2025 to 2030. Rising health consciousness among consumers is driving a growing demand for functional and probiotic-rich beverages in the U.S. Kombucha is particularly popular due to its touted health benefits, such as aiding digestion, boosting immunity, and offering detoxification properties. According to a survey from the Hartman Group (2019), 66% of kombucha drinkers consume it specifically for its probiotic content, highlighting the beverage's strong association with health benefits.

Europe Kombucha Market Trends

The kombucha market in Europe is projected to grow at a CAGR of 13.3% from 2025 to 2030. The region experienced a surge in development fueled by growing consumer knowledge about the health advantages of probiotics and fermented drinks. Key markets for kombucha, such as the UK, Germany, and France, saw the rise of numerous local and artisanal brands catering to various consumer tastes. In addition, distribution expanded through supermarkets, health food stores, and online platforms.

The kombucha market UK is projected to grow at a CAGR of 13.8% from 2025 to 2030. Kombucha is rapidly gaining popularity in the UK, particularly among health-conscious millennials, and this trend shows no signs of slowing down. The UK market for kombucha is expected to continue its upward climb.

One notable trend in the UK is the positioning of kombucha as a viable alternative to alcoholic beverages. It's increasingly becoming a sought-after choice in trendy bars and even Michelin-starred restaurants. Its appeal lies in its low or no alcohol content, making it an attractive option for consumers looking for healthier alternatives.

Germany kombucha market is projected to grow at a CAGR of 13.1% from 2025 to 2030. There is an increasing demand for healthier beverage options, driven by health-conscious consumers seeking alternatives to sugary soft drinks. This shift in preference has significantly boosted the popularity of kombucha, which is perceived as a functional and probiotic beverage. As a result, more German consumers are adopting kombucha as part of their healthier lifestyle choices.

Asia Pacific Kombucha Market Trends

The kombucha market in Asia Pacific is projected to grow at a CAGR of 14.4% from 2025 to 2030. The Asia Pacific region has been witnessing a significant surge in demand for kombucha, fueled by shifting consumer lifestyles, higher disposable incomes, and an increasing focus on health and wellness. Countries such as Japan, China, and Australia are leading this trend, with a growing number of health-conscious individuals seeking out functional beverages such as kombucha. Alongside domestic producers, international brands are also expanding their presence in the region to capitalize on this lucrative market opportunity.

The kombucha market in China accounted for a share of 29.3% of the regional revenue in 2024. The popularity of packaged kombucha drinks in China is largely due to their perceived health benefits. As consumers increasingly prioritize their well-being and seek personalized beverage options that align with their lifestyle, the demand for mindful mixers such as kombucha is on the rise. This trend reflects a growing emphasis on the quality and impact of what people consume.

Australia kombucha market is projected to grow at a CAGR of 14.9% from 2025 to 2030, there's a shift towards low or no-sugar kombucha options. As more people become mindful of their sugar intake, kombucha brands are responding by offering products with reduced sugar content or sweetened with natural alternatives such as stevia or monk fruit. This trend caters to health-conscious consumers seeking beverages that align with their dietary preferences and goals.

The kombucha market in India is projected to grow at a CAGR of 17.6% from 2025 to 2030. In India, kombucha has been steadily gaining popularity as a health-conscious beverage choice. One prominent trend is the increasing availability of locally brewed and artisanal kombucha brands. These brands often emphasize natural ingredients and unique flavor profiles, catering to the diverse tastes of Indian consumers. With a growing focus on wellness and holistic health practices, many Indians are turning to kombucha as a refreshing alternative to sugary sodas and artificial drinks.

Latin America Kombucha Market Trends

The kombucha market in Latin America is projected to grow at a CAGR of 10% from 2025 to 2030. The burgeoning kombucha market in Latin America reflects a growing trend towards probiotic-rich beverages. Countries such as Brazil and Argentina are witnessing a surge in consumer interest, driving demand for kombucha. Local producers are embracing traditional fermentation techniques and incorporating indigenous ingredients to create culturally relevant products. This trend is further fueled by increasing urbanization, evolving dietary habits, and a rising preference for natural and organic options.

Middle East & Africa Kombucha Market Trends

The kombucha market in the Middle East & Africa is projected to grow at a CAGR of 9.5% from 2025 to 2030. There's a growing interest in natural and organic products across the Middle East and Africa. Kombucha, made from fermented tea, fits well into this trend, as it is perceived as a natural, artisanal product. Consumers are drawn to its purported health benefits, including improved digestion and immune support, aligning with the region's emphasis on holistic wellness.

Key Kombucha Company Insights  

The market is characterized by the presence of a few well-established players and several small and medium players. The majority of the market share is captured by key players, who are adopting various strategies, including new product launches, expansion of product portfolios, and mergers & acquisitions. For instance:

• In May 2024, GT's Living Food, the maker of the first bottled kombucha sold in the US, launched its first-ever fan-created product, SYNERGY Pomelo Pink Lemonade Raw Kombucha. The new flavor was the result of a social media contest in which fans submitted over 17,000 flavor ideas, which were narrowed down to three finalists: Tropical Colada, Cherry Hibiscus, and Pomelo Pink Lemonade. Pomelo Pink Lemonade received the most votes out of over 25,000 cast and was chosen as the winner.

• In January 2024, Lo Bros introduced a limited-edition Purple Grape flavored kombucha, which aims to evoke nostalgia by offering a familiar taste from childhood in a modern and healthier format. This new beverage has an organic infusion that enhances the classic purple grape flavor with a refreshing fizz, making it not only enjoyable but also beneficial for gut health.

• In November 2023, Momo Kombucha and Orbit Beers collaborated to create an alcohol-free hopped kombucha. This innovative beverage combines the probiotic benefits of kombucha with the complex flavors of hops, typically found in craft beers. The collaboration was aimed at offering a unique and healthy alternative to traditional alcoholic drinks, catering to the growing demand for non-alcoholic options. This product is part of a broader trend toward health-conscious consumption, highlighting the evolving preferences in the beverage market.

Kombucha Market Report Scope

Global Kombucha Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segment from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global kombucha market on the basis of product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Hard

  • Conventional

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • On-trade

  • Off-trade

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia

  • Latin America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • UAE