Kombucha is a rapidly expanding trend in tea as it offers many health benefits, plus it naturally contains a trace of alcohol and caffeine. Kombucha is a fermented tea drink that is produced by adding yeast and bacterial culture to a mixture of black or green tea, sugar, and sometimes additional flavorings or fruit juice.
Kombucha is obtained after mixing the tea with sugar with the help of a symbiotic colony of bacteria and yeast. This live bacteria has set the stage for a fermentation process which gives the kombucha its slight effervescence and tart-and-tangy taste. Various factors are boosting the uptake of kombucha for the coming years.
First and foremost, fermented products are right on the trend. In addition to the health benefits associated with eating fermented foods and beverages, Millennials, in particular, are known to prefer traditional methods of production, and fermentation is possible as traditional as it gets. Furthermore, Millennials are irredeemably attracted to all ethnic and the long history of kombucha consumption across countries gives credibility to brand owners.
What is kombucha?
The tea is packed with probiotics thanks to the fermentation process, especially when it is raw or unpasteurized. Such micro-organisms are the "healthy" type of bacteria close to what occurs in our intestines naturally. Probiotics are useful for overall gut health, de-bloating, cholesterol-lowering and helping to encourage a balanced immune system. Kombucha also contains B vitamins, which are known to promote strength, metabolism and cell proliferation and growth (which can be beneficial for hair, skin, and nails).
Kombucha trends that drive the developments in the industry
Authentic stories
Everyone loves a good story and businesses are pursuing a massive trend of putting their product into the bottle. Several people started brewing kombucha to battle specific health conditions or make a transition to a healthier lifestyle. When the product is of high quality, consumers who are motivated by an authentic product story that become loyal customers. Companies are adding their personal story to their name, logo or tagline for their product. Consumers also buy items to which they can relate most.
Health-conscious consumer labels
As an alternative to a sweet, unhealthy drink, customers moving to kombucha want to learn what they are receiving. Knowledge about labeling is important to health-conscious buyers. They want to understand exactly what they are ingesting. Labels should completely identify beverage ingredients and highlight product differentiators, such as vegan-friendly or organic fruits, spices, and vegetables, as well as the necessary details on the label.
Growing focus on health-oriented foods
Despite its categorization as a medicinal drink, concerns are still floating about the health benefits of kombucha. Kombucha has been credited with a variety of beneficial side effects since it originated as a healing elixir in ancient China, from bringing antioxidants to reducing heart disease and controlling diabetes.
Although some of those benefits are undisputed, when put to the test, they may be overblown. One study found that kombucha's benefits were not special to the fermented tea itself, pointing out that although kombucha has certain advantages, it is no different from drinking other teas or consuming other fermented food. That is to say: If the flavor, size, or pattern does not appeal to the typical customer, the benefits of kombucha may be obtained in other ways.
A healthier alternative to soft drinks and alcohol
Kombucha drink, with its tangy but slightly sweet taste, is a much-improved alternative to highly sweetened and caffeinated soft drinks and alcoholic beverages. It is often referred to as the champagne of fermented beverages, because of its sour and fizzy consistency. It is much lower in the content of sugar and calories compared to soda or wine and is a non-addictive choice and a health-enhancing alternative, most significantly. It can have a trace of alcohol, usually about 0.5-1 percent, depending on how long kombucha is fermented. That's because the tea yeasts feed on sugar and create alcohol as a byproduct.
Increasing demand for flavored kombucha drinks
Flavored drinks have witnessed significant growth from the past 3-4 years, as the firms have developed traditional beverages with added exotic flavors to attract customers. In addition, owing to their added nutritional profile, fruit-flavored beverages are expected to prevail across the kombucha market over the coming years.
On April 16, 2018, GT’s Living Foods announced its new limited-edition springtime offering, named Bloom. A light, crisp and floral taste is included in the product portfolio, mixing fresh Elderflower, Jasmine, and Violet. The market is driven by the growing trend for clean label, natural, and organic beverages. In addition, increasing awareness among weight management foods about the kombucha drink and the buzz of kombucha has also been striving for an exponential growth rate.
To conclude
Kombucha is considered an alternative beverage that allows the customer to choose between conventional soft drinks with functional features and a simple hydration goal. Kombucha research projects have seen an increase in the use of sensory or user assessment. With this trend, the industry is expected to increase the number of sensory and/or research on kombucha.
Free Valuable Insights: Global Kombucha Market to reach a market size of USD 4.5 billion by 2025
Kombucha has revolutionized the worldwide wellness trend by becoming a health food with various benefits for the gut microbe. Yet it has never been officially for sale in the UAE largely because of concerns about whether or not it contains traces of alcohol–leaving fans to brew their own or get their fix elsewhere. But that problem seems to have been resolved, as kombucha has turned up for sale in local restaurants, shops and online retailers in recent years. Part of the popularity of kombucha is related to the growing trend towards fermentation which when done properly has been shown to have significant health benefits for gut flora.
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