U.S. Kombucha Market Size, Share & Trends Analysis Report By Product (Conventional Kombucha, Hard Kombucha), By Distribution Channel (On-Trade, Off-Trade), By Region, And Segment Forecasts, 2025 - 2030

U.S. Kombucha Market Size & Trends

The U.S. kombucha market size was estimated at USD 1.62 billion in 2024 and is expected to grow at a CAGR of 13.6% from 2025 to 2030. The market is driven by rising health consciousness, demand for probiotic-rich functional drinks, and a shift away from sugary sodas. Consumers are drawn to its digestive and immunity benefits, while innovations in flavors, low-sugar options, and broader retail availability boost appeal across mainstream and niche segments.

The U.S. kombucha industry is growing rapidly, fueled by rising consumer interest in health-focused beverages that support digestion, immunity, and overall wellness. As more Americans become aware of the benefits of probiotics and fermented foods, kombucha has emerged as a popular choice. Brands like GT’s Living Foods, one of the pioneers in the space, have built strong followings by emphasizing natural ingredients, organic certification, and probiotic content. This health-driven demand is also supported by growing concerns around sugar consumption, making kombucha a favorable alternative to traditional sodas and energy drinks. According to The Pennsylvania State University data published in March 2023, a survey conducted states that 66% of consumers consume kombucha for its probiotic properties and nearly 39% for overall health benefits.

Innovation in product development has further fueled market growth. Brands are expanding their offerings with diverse flavors, lower sugar content, and new formats such as hard kombucha and CBD-infused variants to attract younger demographics. These innovations not only broaden the drink's appeal but also position it as a lifestyle beverage that fits into wellness routines, social settings, and even alcohol replacement trends. For instance, in January 2024, Boochcraft, a U.S.-based company, launched a new product called Mood, a hard kombucha beverage in 2 exciting variants, Energize and Rejuvenate.

Wider distribution has significantly contributed to kombucha’s mainstream success. Once limited to natural food stores, kombucha is now commonly found in retailers like Whole Foods Market, Target, Walmart, and 7-Eleven, as well as through direct-to-consumer channels. Strategic partnerships and strong branding have helped kombucha brands secure shelf space and build consumer trust. The combination of functional benefits, flavorful variety, and expanded access continues to make kombucha one of the fastest-growing segments in the U.S. functional beverage market.  For instance, in June 2022, Remedy Drinks, an Australian beverage company known for its low-sugar kombucha, significantly expanded its presence in the U.S. The company has secured multiple national distribution channels, enhancing its availability across various retail outlets. Additionally, Remedy is launching a new product flavor to cater to the growing consumer demand for healthier beverage options. This strategic move aims to capitalize on the increasing popularity of functional drinks in the U.S. market.

In the U.S. kombucha market, younger consumers are the most active participants, with the 25-34 age group leading in both trial and repeat purchases. This demographic is particularly drawn to kombucha for its perceived digestive benefits, natural ingredients, and alignment with wellness lifestyles. The 18-24 group also shows strong adoption, influenced by social trends and functional beverage experimentation. Meanwhile, the 35-44 segment focuses on gut health and low-sugar alternatives to soda or alcohol. Adoption rates decline among the 45-55 and 55+ groups due to taste unfamiliarity and price sensitivity, although interest in functional health products is gradually creating entry points among older adults.

Male consumers now slightly outpace females in kombucha consumption in the U.S. market. Men are increasingly attracted to kombucha as a healthier alternative to beer or soda, especially in flavored or hard kombucha formats. Their purchasing behavior is driven more by performance-related health claims, low sugar, and perceived authenticity rather than detox or beauty-oriented benefits. While women still represent a large and engaged segment, particularly around non-alcoholic and traditional kombucha, men are becoming a key growth driver, especially in crossover categories like hard kombucha and functional energy blends.

Consumer pain points in the kombucha market remain significant barriers to broader adoption. Chief among them is the high price point, which limits repeat purchases and deters price-sensitive demographics despite small-pack convenience. Many consumers also report issues with taste profile-either too vinegary or too unfamiliar-making trial conversion difficult. Concerns around sugar content and alcohol levels (especially for those avoiding even trace alcohol) are prevalent, as is digestive sensitivity, with some new users experiencing bloating or discomfort. Packaging and portability limitations, such as glass bottles and refrigeration needs, further restrict usage occasions and on-the-go consumption. Addressing these barriers is critical for expanding kombucha’s reach beyond its core health-conscious niche.

Product Insights

Conventional kombucha accounted for a revenue share of 90.78% in 2024, driven by its well-established retail presence, consistent functional positioning, and continued innovation in non-alcoholic wellness beverages. Key factors supporting this dominance include broad placement in mainstream grocery chains, multipack availability for value-driven purchases, and the expansion of flavor portfolios by leading brands. Streamlined production processes and cold-chain distribution improvements have enabled efficient scaling and stable shelf performance, further reinforcing its commercial lead.

The hard kombucha market is expected to grow at a CAGR of 17.7% from 2025 to 2030, fueled by increasing product visibility in alcohol retail channels, rising investment in craft fermentation facilities, and portfolio diversification by emerging and established alcoholic beverage companies. The category’s positioning drives growth at the intersection of health and alcohol, which supports premium pricing and trial among consumers seeking new-format alcoholic beverages. Manufacturers also benefit from expanded taproom operations, enhanced cold-chain logistics for alcoholic SKUs, and strategic collaborations with distributors to scale availability across regional and national outlets. Regulatory alignment and clearer labeling standards for fermented alcoholic products further enable market expansion.

In June 2023, Mate Maker, a hard kombucha brand, launched in the U.S. as a California craft label, focusing initially on the San Diego market. The brand uses a depth-over-width route-to-market strategy, offering draft options at on-premise venues and canned six-packs in retail stores, distributed on the West Coast via Scout Distribution. Its initial lineup includes three 6% ABV flavors-Mango Peach Smash, Blood Orange POG, and Pineapple Sundream-made with real fruit and organic tea, emphasizing flavor, refreshment, and natural ingredients rather than typical kombucha health claims.

Distribution Channel Insights

Sales of kombucha through on-trade channels accounted for a revenue share of 55.30% in 2024 in the U.S. kombucha industry, owing to the growing popularity of kombucha as a trendy, functional beverage option in social and dining settings. These venues offer draft kombucha and canned options that appeal to consumers seeking healthier, low-alcohol, or non-alcoholic alternatives while out. The presence of kombucha on tap at establishments like juice bars, gastropubs, and wellness-focused cafes supports trial and premium pricing.

The on-trade segment is broadening its offerings by incorporating low alcohol and gut-supporting kombucha cocktails with low alcohol content, typically ranging from 0.5% to 2%. This minimal alcohol level makes kombucha an appealing choice for cocktails, encouraging many bars and pubs to introduce more affordable kombucha-based cocktail options to cater to this growing trend.

Sales of kombucha through off-trade channels are expected to grow with a CAGR of 15.3% from 2025 to 2030, due to increasing availability in grocery stores, mass merchandisers, and online. Retailers such as Whole Foods, Kroger, and Target are expanding shelf space and introducing new flavors and pack sizes, making kombucha easier to buy for at-home consumption. Additionally, growth in e-commerce and subscription services like Amazon and Thrive Market supports convenient repeat purchases, fueling steady off-trade growth. For instance, in June 2024, Sarasota-based 221 B.C. Kombucha partnered with major grocery chain Harris Teeter to launch a line of its herbal kombucha drinks. The collaboration introduced five flavors-Berry Hibiscus, Rosé Lemonade, Mango Dandelion, Passion Fruit Red Clover, and Lavender Moringa-available at Harris Teeter stores.

Key U.S. Kombucha Company Insights

The U.S. kombucha market is characterized by the presence of several key companies with well-established brand recognition and extensive distribution networks.

Leading players have developed broad product portfolios and achieved significant penetration across mainstream retail channels. These companies continuously introduce new flavors and formats to appeal to a wide range of consumers, supported by strategic marketing initiatives and investments in production and distribution capabilities that enhance their competitive positioning.

Alongside the major participants, the market includes numerous smaller craft and regional brands contributing to product innovation and category diversification. The growing segment of hard kombucha producers is also influencing the market dynamics by bridging the gap between functional beverages and alcoholic drinks.

Overall, the U.S. kombucha market remains competitive, with companies focusing on innovation, expanded retail presence, and targeted marketing to respond to evolving consumer preferences and sustain growth.

Recent Developments

• In May 2024, GT's Living Foods, 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, Boochcraft, an organic hard kombucha company based in San Diego, California, launched a new line of non-alcoholic functional beverages called Mood.

U.S. Kombucha Market Report Scope

U.S. Kombucha Market Report Segmentation

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

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

  • Conventional

  • Hard

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

  • On-Trade

  • Off-Trade