Kombucha has established itself within the wider non-alcoholic drinks trend, appearing in stores and on the menus of lunchrooms, urban cafés and pubs. Often organic, low in sugar and available in a broad range of flavours, it positions as a healthier alternative to soft drinks — with the fermentation process giving some varieties natural carbonation.
But what do consumers actually want from it, and how much room is there in the foodservice channel? We combined our European consumer research with Market Monitor data to find out.
How we collected the data: a questionnaire completed by 1,345 Roamler app users in the Netherlands, Belgium, France, Spain and the United Kingdom, alongside outlet-level distribution data from our Market Monitor.
What Consumers Say
The first finding is the most useful one for a brand: despite kombucha's rising profile, 60% of respondents were not familiar with the drink at all. Once it was described to them, 85% of that group said they would like to try it.
That combination is unusual. Low awareness paired with high stated willingness to try means the constraint on growth is exposure rather than appeal — which points at distribution and menu placement rather than product development.
Among those already familiar with it, consumption is light. 56% drink it rarely and only 6% regularly, with most consumption happening at home. The reasons given for drinking it, in order: health benefits, taste, and the energy boost.
| Finding | Share |
|---|---|
| Not familiar with kombucha | 60% |
| Of those, would like to try it | 85% |
| Of those familiar, drink it rarely | 56% |
| Of those familiar, drink it regularly | 6% |
What They Will Pay in Foodservice
23% of those familiar with kombucha drink it in bars, pubs or restaurants. Within that group, 74% would pay €2–4, and only 6% would go to €4–6.
That is a narrow band, and it sets a practical ceiling on foodservice pricing. A brand positioning kombucha as a premium alternative needs to account for the fact that willingness to pay drops off sharply above €4.
Where Kombucha Is Actually Served
Our Market Monitor tracks which brands are present in foodservice outlets. On distribution, the leading players are Batu, Butcha, Captain Kombucha and Yaya.
Two of those illustrate how established drinks businesses are entering the category. Batu is produced by Limburg brewer Gulpener — a beer producer moving into non-alcoholic. Butcha comes from Vrumona, already a significant player in soft drinks, extending its portfolio into sugar-free and low-calorie fermented drinks.
The outlet profile is consistent. Kombucha appears most often on the menus of restaurants with an extensive drinks list, in urban areas, and where there is an outdoor terrace. It is also increasingly present in lunchrooms and cafés.
And that is where the opportunity sits. Distribution share across the total market remains low, and our measurements show a substantial number of outlets where the product-market fit is right but kombucha is not yet listed. For a brand, those outlets are a defined prospecting list rather than a general growth ambition.
Which Outlets Are the Right Fit for Your Product?
Our Market Monitor shows where your category is listed, where competitors are, and where the white space is — outlet by outlet.
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