(Food-Beverage-News.Com, August 11, 2017 ) The market is competitive and driven by an increase in the trend of “health and wellness” and the growing consumer demand for all natural ingredients. Kombucha Breweries International (KBI) has been catering to the growing need for the product by providing common resources and testing standards. Identification of the alcohol content of kombucha is imperative; for that, the company employed a standardized method to test and control.
Health and Wellness Industry is Pipelined to Enter the Trillion Market
Health & wellness has been the new trend during the 20th and 21st century, owing to which marketing heads have captured this trend and efficiently implemented the strategies on specific products. The digital fitness category and healthier food sales are the markets with exponential growth. The trend of natural, clean-label and organic are driving the market in the food sector. However, the growing awareness about the kombucha product consumed and buzz of weight management foods has also strived the market to grow at an exponential growth rate.
Segmentation Analysis
The market has been segmented by strain type (bacteria, yeast, mold), type (original, flavored-herbs & spices, fruits, flowers, others), application (beverages, baked goods, confectionery, dairy products, processed foods) and region (North America, South America, Europe, the Middle East & Africa and Asia-Pacific).
Flavored drinks is the major segment of the kombucha market, which has seen tremendous growth from the past 3-4 years, as the companies have developed traditional drinks with added exotic flavors, to attract consumers. Moreover, fruits are expected to dominate in the coming years, due to their added health benefits.
Kombucha is an ancient American drink, which has gained prominence due to its health benefits. The growing awareness of the product has transformed household workers into commercial product producers. The employment rate has also increased in this region. The market in this area is gaining attention and is expected to grow at a double-digit figure.
Competitive Environment
The global kombucha market is occupied by local and global players. The companies are creating awareness in different regions, by advertising and developing new product offerings, with various flavors. The Hain Celestial, RedBull and Reed are the major players, occupying a market share of about 30%. Expansion and product developments are the major strategies adopted by the players, to sustain their position in the market.
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