Kombucha is an ancient tea-based beverage, which is referred to as healing tonic. It originated in China, and has been known as the immortal health elixir for years. The main ingredients used in the manufacturing of kombucha are tea, sugar, water, and kombucha culture. Kombucha culture can include SCOBY, molds, enzymes, and other microbes. The increasing health awareness among people and growing promotion by the manufacturers has given kombucha a commercial touch. Kombucha works as an energy booster and immunity enhancer. It has numerous health benefits, such as a remedy for metabolic disorders, improved digestion and energy levels. It is also beneficial for patients suffering from allergies, cancer, hypertension, chronic fatigue, arthritis, and skin & hair problems. Kombucha has gained a lot of popularity in the recent years, and is the fastest-growing market in the beverages industry.
In 2014, North America led the kombucha market by value followed by Europe and Asia- Pacific. The kombucha market in Asia-Pacific is projected to grow at the highest CAGR of 25.6% from 2015 to 2020. In the recent years, consumer preference has changed from carbonated soft drinks to healthy and energy enhancer drinks, which has led to the increased demand for kombucha in the market in several countries. Manufacturers have started promoting the beverage through new product launches according to the consumer demand and various advertising techniques using social networking sites and events.
Kombucha is prepared with the help of microorganisms such as yeast, bacteria, molds and others. Based on type of microorganisms used in its manufacturing, the yeast segment contributed a share of 53.9% to the global kombucha market in 2014. A wide variety of flavors are introduced in the market by manufacturers of kombucha; the herbs & spices segment dominated the market, categorized by flavour, and contributed a share of 31.5% to the global kombucha market in the same year. The increasing demand for kombucha is catered to by the leading market players, such as GT’s Kombucha (U.S.), Reed’s, Inc. (U.S.), Hain Celestial Group (U.S.), Kombucha Wonder Drink (U.S.), Townshend’s Tea Company (U.S.), and Kosmic Kombucha (U.S.).
To serve the emerging markets and maximize profit, these firms have adopted strategies including collaborations, new product development, mergers & acquisitions, agreements, partnerships. For instance, Reed’s, Inc. (U.S.) has been expanding its Reed’s Culture Club Kombucha segment, and has introduced an organic coffee kombucha to add up to its product line. With the growing number of people preferring coffee-based beverages, Reed’s new coffee kombucha is projected to have a wide market, and is expected to help the company to set a new trend in the market and give more choice to the consumers.
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