Kombucha – Ingredient Insights

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Kombucha – Ingredient Insights Report Overview

Kombucha is a culture of bacteria and yeast that is produced by fermenting green or black tea. It is often homebrewed and is now consumed more widely around the world, largely due to its perceived health benefits. The culture or live bacteria that is produced in the fermentation process are said to be probiotic and have various health associations but are specifically associated with good gut health. Other health claims of kombucha include antioxidant and immunity-boosting properties. Apart from its use in beverages, kombucha is now also being used as an ingredient in other categories such as personal care, where its health benefits can also be leveraged for cosmetic formulas and topical application.

By Region: Consumers Who Think Kombucha Will Have an Impact on Their Health, 2021

By Region: Consumers Who Think Kombucha Will Have an Impact on Their Health, 2021

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Kombucha Ingredient Insights - Consumer Trends

Incorporating kombucha into product formulations taps into several consumer trends. The key trends impacting the demand for kombucha are health & wellness, demand for fresh and natural products, cross-cultural influence, and rise in novel products and experiences among others.

Wellbeing: Post COVID-19 pandemic, consumers have embraced a more holistic approach to health and recognize that well-being is more than just diet and exercise. Consumers are more consciously selecting products and ingredients based on their contribution to overall health and wellness. The wellness-oriented merits of the occasional indulgence are valued, making ‘mindful indulgences’ the new goal for many brands.

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Kombucha – Innovations by Brands

Brands are delving into product innovation using natural ingredients such as Kombucha.

Tomato relish made with kombucha: In Australia, a tomato relish has been launched in a variety that is said to contain kombucha as the active ingredient. The addition of kombucha is a differentiating factor and could be appealing to consumers who believe the consumption of kombucha will have a positive impact on their health. The launch of such products is aligned with the novel & experimental trend and it can grab the attention of curious shoppers who focus on ingredients before purchase.

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Scope

This report focuses on the use of kombucha as an ingredient within FMCG products and the consumer benefits that it has to offer.

Key Highlights

  • The majority of consumers were not originally aware of the ingredient or any positive health impacts, demonstrating that more education is needed.
  • Consumers may associate ‘natural’ with ‘healthy’ and therefore the natural process of creating kombucha could be appealing.
  • Kombucha can be positioned as new and interesting, and at the same time authentic and traditional.

Reasons to Buy

  • Understand multiple trends and company responses in order to tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Cruz Group
Qula
Mojo
Bucha Brew
No 1 Living
Connect Foods

Table of Contents

1. Ingredient Insights: Kombucha

– Introduction

– Consumer trends

– Take-outs

2. Appendix

Frequently asked questions

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