Kombucha - Ingredient Insights

Kombucha - Ingredient Insights

Summary

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

Kombucha is the culture of bacteria and yeast that is produced by fermenting green or black tea. The kombucha tea beverage is perhaps more widely known by consumers as a product rather than the raw ingredient of the culture. Kombucha is thought to have originated in China where it is a traditional beverage for consumers. It is often homebrewed and is now consumed more widely around the world, largely due to its perceived health benefits.

Scope

• 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.

• 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.