Kombucha: consumer needs and the potential in the Out-Of-Home market

In the non-alcoholic beverage trend, Kombucha has become a major player in stores and menus of many lunchrooms, urban cafes and pubs. The often organically made beverage is low in sugar, full of flavour and surprises consumers with a wide variety. The fermentation process creates carbon dioxide in some of the varieties and offers consumers a healthy alternative to soft drinks. But what are the consumer needs regarding Kombucha, and what is the potential in the out-of-home market? We combined our European consumer insights with our Market Monitor data to answer this question.

The needs of the (potential) consumer

In the cold drinks segment, Kombucha can be seen as a serious player contributing to the fragmentation of the non-alcoholic segment. We asked our community of European app users about their experiences with this drink*.

First, it emerges that, despite the increase in popularity, 60% of Europeans are not yet familiar with the drink. However, after describing the drink, 85% of this group says they would like to try it. Consumers’ main reasons for drinking Kombucha are sequentially the health benefits, the taste and the energy boost it gives.

Of respondents who are familiar with Kombucha, 56% said they drink it ‘rarely’. Only 6% consumes the drink ‘regularly’. In addition, the majority of those surveyed drinks Kombucha at home.

Of those who do consume Kombucha in bars, pubs, or restaurants (23%), most are willing to pay €2-4 euros for it (74%). Only a small group of 6% say they are willing to pay €4-6 euros.

Kombucha market share is growing in the Out-Of-Home segment

In addition to the questionnaire among our app users, Roamler’s Market Monitor provides the opportunity to gain important insights within the Out-Of-Home segment.

Through the Market Monitor, it can be determined that Batu, Butcha, Captain Kombucha and Yaya sequentially are currently the largest players within this segment.

Batu Kombucha has been on the market for some time and is produced by the Limburg-based brand Gulpener. A clear example of how a beer brewer is capitalising on the non-alcoholic segment. And where Vrumona is a strong player in the non-alcoholic segment, their sugar-free and low-calorie Butcha Kombuchas are a nice addition to the product portfolio.

Within Out of Home, Kombucha is most commonly found on the menus of restaurants with an often extensive beverage menu within urban areas and when an outdoor terrace is present. We also see one of the many brands of Kombucha on the menu at an increasing number of lunchrooms and cafes.

From our measurements, we see that the product still has a lot of potential given its current distribution share in the overall market. There are many outlets where the product-market combination is correct, but where Kombucha is not yet offered.

Want to know which outlets are the best fit for Kombucha or any other product or brand in Out of Home? Contact one of our specialists and learn how you can start to market with great efficiency, using the right data!

*1345 app users in the Netherlands, Belgium, France, Spain and England completed the questionnaire.