In recent years, the food and beverage marketplace has experienced an increase in consumer demand for functional,
better-for-you products. And with this trend, a craze for kombucha has emerged.
What is kombucha?
Kombucha is a tart yet sweet fermented beverage that is made from the fusion of black or green tea, bacteria, sugar, yeast and sometimes fruit. Though it doesn’t sound too appetizing at first, many enjoy it as a healthy substitution for cocktails or soda.
The production process starts by introducing a symbiotic colony of bacteria and yeast (also known as a SCOBY) into sweetened tea. Then, the mixture is left to ferment for a week or more. During fermentation, the yeast will break the sugar down into alcohol and the bacteria will break the alcohol down into acetic acid – giving kombucha its natural carbonation and trademark tang. The resulting beverage is purportedly rich in antioxidants, B vitamins and probiotics, which is why it has garnered so much interest over the years.
As kombucha becomes more popular, there has been an increase in research and medical support. Growing microbiome research has revolutionized how we understand our health – proving that a healthy gut can promote a healthy immune system. And kombucha’s probiotics may just be the key.
When a probiotic has reached the gut, the bacteria will replenish depleted “good” bacteria, restore the balance of the intestinal microbiome and fight disease. Studies have indicated that kombucha, as a result of its probiotic content, can have antimicrobial, antioxidative and anticarcinogenic effects.
Here are just some of the potential benefits of drinking kombucha:
- Detoxes the body, minimizing the workload of the liver and
the pancreas - Rich in folic acid and B vitamins, helping to produce and
maintain new cells - Contains high levels of polyphenols, an antioxidant and
inflammation-reducer - Increases metabolism and possibly weight loss
- Rebuilds connective tissue
- Boosts energy and mood
- Reduces headaches
- Battles degenerative and autoimmune conditions like
arthritis, cancer, AIDS and MS - Aids gastrointestinal disorders and improves digestion
- Decreases blood pressure and blood sugar
- Prevents infection
- See referenced studies here
Market Insights
Because of the beverage’s benefits, the kombucha industry has been expanding at a rapid rate. In 2021, the global market size for kombucha was roughly $2.6 billion, and this number is only expected grow within the next decade. For instance, in the United States alone, the kombucha market is projected to experience a 16.2% CAGR between 2022 and 2032, and according to a 2019 Nielsen study, the U.S. kombucha industry is worth roughly $500 million – a figure that has quadrupled over the previous four years. With this upward momentum, now is the time to get in on this category.
Retailers can satisfy their kombucha fix with Koe, a unique kombucha that “packs billions of live pharmaceutical grade probiotics and 250% or more of the recommended daily value of vitamin C into every 12 oz. serving,” says a recent BevNET press release. This low calorie and low sugar kombucha is USDA-Organic and made with real fruit juice, sparkling water and green tea. Not only is the beverage a clean source of energy, but it also supports gut health and immunity, without the weird things floaties and vinegar taste you may find in other kombuchas.
The release highlighted how Koe has entered “more than 3,000 stores since Q3 of 2022, with particular success in the convenience channel. Seeing a lack of healthy options in c-stores and small format retail, Koe has strategically made the space a priority for increased distribution.” Koe’s aim, says the release, “is to provide consumers with a better-for-you beverage that is easy to find, easy to take on-the-go and easy to enjoy.” And because of its “fruity and refreshing” flavors, Koe has been able to penetrate a wider audience to achieve this. The brand has actually reported the “highest percentage of repeat household purchases for kombucha in the convenience channel.”
With fun flavors such as Watermelon, Tropical and Strawberry Lemonade, just to name a few, Koe resonates with today’s consumer. Kombucha may already be trending, but Koe’s one-of-a-kind approach has solidified the brand as a proven winner in the convenience marketplace. If you’re interested in adding Koe to your beverage offerings, be sure to check out our exclusive deal this month!
