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.