GVR Report cover Kombucha Market Size, Share & Trends Report

Kombucha Market Size, Share & Trends Analysis Report By Product (Conventional, Hard), By Distribution Channel (On-trade, Off-trade), By Region (North America, Asia Pacific, EU, MEA, CSA), And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-1-68038-250-1
  • Number of Pages: 80
  • Format: Electronic (PDF)

Report Overview

The global kombucha market size was valued at USD 4.23 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 12.2% from 2022 to 2030. Consumers have dramatically shifted toward proactively tackling health & wellbeing and have dedicated themselves to improving their health and overall longevity, which has led to higher acceptance of the product. Kombucha is marketed as a product that eliminates toxins, boosts energy & immune system, and helps lose weight, which is driving its consumption across the globe. The COVID-19 pandemic has had a positive impact on the fermented beverage market and witnessed a slight increase as consumer demand shifted towards immunity-boosting beverages amid the rising cases of coronavirus infection.

U.S. kombucha market size, by product, 2020 - 2030 (USD Billion)

For instance, WonderBrew Kombucha surpassed its sales figures in 2019 since the preceding years by increasing its online presence. Furthermore, as per Equinox Kombucha, the company faced numerous challenges to keep up with continually changing government guidelines and workplace safety measures during the lockdown. However, the company ramped up its direct-to-home orders and grew its e-commerce as 2020 progressed. The adoption of the product among consumers in the U.S., especially millennials, has gradually increased in recent years and is likely to continue over the forecast period as well. According to the International Food Information Council (IFICx) Food and Health Survey 2021, nearly 72% of Americans are attempting to avoid and limit sugar intake, and 23% prefer low/no-calorie sweeteners.

In response, several product makers are embracing this ongoing trend and providing zero- or low-sugar options or replacing traditional sugar with artificial sweeteners, such as stevia leaves or erythritol, in the product. For instance, in July 2021, Remedy Drinks announced to launch of a zero-sugar shelf-stable product in the U.S. The product will be offered in cans and will be available in four different flavors, such as peach, ginger lemon, mixed berry, and raspberry lemonade. The product has been commercialized in several countries. In September 2020, Equinox Kombucha conducted consumer research of 2000 people in the U.K. on their feeling about healthy foods and beverages, which revealed that 39% of people were eating healthier foods, 27% eating more natural foods, and 23% read food labels more often.

Nearly 33% of people knew what kombucha was, with 12% thinking it was a food product. Nearly 48% believe that probiotics are always better for improving gut health, and 14% believe that to cleanse the gut, detox is a must. Several consumers are still unaware of the potential positive benefits of drinking authentic kombucha that can have on their overall well-being and immune system. However, in the coming years, there is a lucrative opportunity for kombucha brands, to educate consumers in the space of gut health and fermented foods & beverages. Products like kombucha will be increasingly important to customers looking for healthy food and drink alternatives. Market players are improving their understanding of the specific health outcomes that are provided by regular consumption of kombucha as well as engaging with customers in the process of new product development and design.

Product Insights

The conventional product dominated the global market in 2021 and accounted for the largest share of more than 96.1%. The rise of conventional aligns with the growing demand for healthy hydration and the broad adoption of functional beverages by consumers. 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. The growing availability of these products in a variety of offerings and flavors has escalated the segment growth.

The hard product segment is anticipated to grow at the fastest CAGR over the forecast period. Consumers are gradually inclining toward hard kombuchas as it is a strong alternative for other 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. Consumers seeking hard kombuchas in lighter flavors are trying novel flavors, 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 this segment.

Distribution Channel Insights

The off-trade segment is anticipated to grow at the fastest CAGR of 13.7% over the forecast period. These beverages are now more readily available through various distribution channels, including supermarkets and convenience stores, health stores, and online retailers. The range of innovative flavors is also attracting new consumers, with companies offering novel flavors, such as lavender, watermelon, peach, and passionfruit alongside their original beverage products and marketing them through off-trade platforms. InstaCart, Minibar Delivery (ReserveBar Express Corp.), Drizly, and Total Wine & More are the prominent sellers of these beverages.

Global kombucha market share, by distribution channel, 2021 (%)

The on-trade segment accounted for the largest revenue share in 2021 and is expected to maintain dominance over the forecast period. Growing inclination toward premium hand-crafted cocktails containing flavored kombuchas has increased their consumption through on-trade channels including premium bars, pubs, cafés, restaurants, and other foodservice outlets. These on-trade channels are offering non-alcoholic and gut-supporting kombucha cocktails in different flavors and ingredients, which has increased their consumption through these channels. These beverages have a very low alcohol percentage of about 0.5 to 2%, which makes them a potential option for cocktails, thus, several bars and pubs are offering more affordable options in the product to cater to the ongoing trend.

Regional Insights

North America accounted for the largest revenue share in 2021 at more than 47.5%. The market in the region has expanded rapidly due to high product popularity as a high-quality and healthier soft drink alternative. Consumers in the U.S. and Canada are seeking an ethical, sustainable, and low-sugar lifestyle, which has spurred the product demand. In the region, the product has gained popularity as a signature drink that contains possible health benefits of fermented foods, and probiotics, and resurged as a health product that is increasingly available in several stores. Furthermore, the USDA has certified certain ingredients used in organic kombuchas making them safer for consumers, hence driving the demand for organic kombuchas among consumers.

The Asia Pacific is estimated to be the fastest-growing regional market during the forecast period due to the growing awareness and visibility of the product in countries, such as China, Japan, Australia, Malaysia, and Vietnam. Consumers are looking for personalized beverage options that suit their lifestyle and put a lot more emphasis and importance on what they are consuming, which has driven the demand for mindful mixers like kombucha in the region. Several brands are highlighting their probiotic properties, as well as wellness-friendly ingredients, such as enzymes, organic acids, vitamins, and minerals, which are typically low in calories, sugar, and carbohydrates, as well as often being organic, non-GMO, and gluten-free.

Key Companies & Market Share Insights

The market is characterized by the presence of a few well-established players and several small- and medium-scale players. The majority of the market share is captured by key players like GT’s Living Food; København Kombucha; Remedy Drinks; GO Kombucha; Læsk; and Lo Bros. These manufacturers are adopting various strategies, including new product launches, expansion of product portfolios, and mergers & acquisitions, to gain higher market shares. For instance:

  • In July 2021, Remedy Drinks, an Australian brand, collaborated with e-commerce and digital marketing company RooLife Group Ltd. to market and sell its kombucha drinks in China to support and drive sales and distribution activities. The company witnessed a strong demand for the product and the Chinese consumers are embracing healthy food trends and seeking premium “better-for-you-beverages”, such as kombuchas

  • In February 2020, Remedy Drinks extended its product line by launching the product in wildberry flavor in the U.K. The ‘Remedy Kombucha Wild Berry beverage’ will initially be stocked exclusively at Tesco stores. The retail giant further plans to launch ‘Remedy Kombucha Mango Passion’ and double the distribution of its existing flavors (raspberry lemonade and ginger lemon) in commitment to increasing its sale of healthier products

  • In July 2021, Nova Easy Kombucha, known for its hard and non-alcoholic varieties, launched a new product line of high-performance non-alcoholic products that features a pre-workout ‘POWER’ comprising naturally-derived caffeine to boost performance, and ‘RECOVERY’ blend, formulated with probiotics to promote a healthy gut. The products are designed for health-conscious consumers seeking an all-natural and low-sugar option

Some of the key players operating in the global kombucha market include:

  • GT’s Living Food

  • Remedy Drinks

  • Læsk

  • Lo Bros.

  • BB Kombucha

Kombucha Market Report Scope

Report Attribute


Market size value in 2022

USD 5.36 billion

Revenue forecast in 2030

USD 11.91 billion

Growth rate

CAGR of 12.2% from 2022 to 2030

Base year for estimation


Historical data

2017 - 2020

Forecast period

2022 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2022 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, distribution channel, and region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; Canada; Mexico; Germany; U.K.; France; The Netherlands; Switzerland; China; India; Japan; Australia; Brazil; Argentina; UAE; South Africa

Key companies profiled

GT’s Living Food; København Kombucha; Remedy Drinks; GO Kombucha; Læsk; Lo Bros.; Vigo Kombucha; BB Kombucha; Momo Kombucha; Real Kombucha; Equinox Kombucha

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global kombucha market report on the basis of product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2017 - 2030)

    • Conventional

    • Hard

  • Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

    • On-trade

    • Off-trade

  • Regional Outlook (Revenue, USD Million, 2017 - 2030)

    • North America

      • U.S.

      • Canada

      • Mexico

    • Europe

      • Germany

      • U.K.

      • France

      • The Netherlands

      • Switzerland

    • Asia Pacific

      • China

      • India

      • Japan

      • Australia

    • Central & South America

      • Brazil

      • Argentina

    • Middle East & Africa

      • UAE

      • South Africa

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