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Tea and CoffeeAlternative Drinks

Kombucha shakes up RTD tea category

Fermented tea market increases 42 percent

By Taylor Karg

As consumers continuously become wary of sugary beverages, they are seeking out healthier substitutes. For many, ready-to-drink (RTD) teas have become the answer. One sub-segment of RTD teas that seems to be appealing to the masses is kombucha — a tea that has been fermented with bacteria and yeast, and is rich with probiotics, antioxidants, amino acids and enzymes. Known for its healthy-halo mantra, kombucha is moving away from a niche product to one of the fastest growing categories in the beverage market.

A December 2018 Insights from New York-based Nielsen confirms this fact. In its report, “Tops of 2018: Organic” the research firm notes that the kombucha category reached more than $412 million in sales in 2018, marking a 42 percent increase compared with the previous year.

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