Kombucha has steadily grown in popularity, with the category expanding at 14% year-over-year (YoY) as more consumers embrace this fermented, probiotic-rich beverage. An exciting shift is the rise of hard kombucha, merging the health-conscious appeal of traditional kombucha with the alcoholic beverage market. With new brands entering the space and flavors evolving, here’s a look at the state of the kombucha market in 2024.

Top Kombucha Brands in the U.S.

Although still a relatively young category, the kombucha market has seen significant brand competition, especially over the past three years. The top brands leading the industry are:

• Brew Dr – 17% market share, recently surpassing GT’s as the top-selling kombucha brand.
• GT’s – Holding 16% of the market, GT’s remains one of the most recognizable names in kombucha.
• KeVita – (12%) Known for its probiotic-rich drinks, KeVita remains a major player in the space.
• Health-Ade – (9%) A favorite for its commitment to small-batch brewing and premium ingredients.
• Humm – (7%) A rising brand that has gained traction, particularly with its accessibility in mainstream retail.

With more brands entering the market, competition continues to intensify, and product differentiation through flavors and functional benefits is becoming key.

Most Popular Kombucha Flavors

Consumer preferences in kombucha flavors balance both taste and functionality, with certain flavors consistently leading the market:

• Ginger & Mango – The two most popular flavors, valued for their digestive benefits and natural sweetness.
• Berry & Citrus – Common staples that appeal to those looking for familiar fruit-forward options.
• Island & Exotic Fruits – A rising trend, featuring flavors like passionfruit, dragon fruit, and pineapple, offering a tropical twist to traditional kombucha.

The shift toward more exotic flavors aligns with broader trends in the beverage industry, where consumers are increasingly drawn to unique and globally inspired tastes.

Where Kombucha Sells Best

Unlike other beverages, kombucha sales are uniquely concentrated in small and specialty retail stores, which account for 39% of total sales. This is significantly higher than traditional grocery stores (26%) and convenience stores (22%), with the remaining percentage coming from e-commerce. This highlights kombucha’s appeal to health-conscious consumers who seek out specialized retailers known for organic, functional, and probiotic-rich products. The category’s reliance on specialty stores also presents an opportunity for emerging brands to build strong retail partnerships outside of traditional mass-market channels.

Emerging Kombucha Brands & Trends

Several new brands and trends are shaping the kombucha category, with innovative formats and flavors driving growth:

Brands to Watch:

• Yesfolk – A small-batch kombucha brand emphasizing artisanal brewing techniques and high-quality ingredients.
• Cove  – A Canadian brand gaining market share through vibrant fruit flavors.
• Strange Beast – A key player in the hard kombucha movement, attracting consumers looking for a health-conscious alcoholic alternative.

Notable Industry Trends:

1. Hard Kombucha’s Rapid Growth – As alcohol consumption trends shift toward wellness, brands like Strange Beast and JuneShine are seeing increased demand for hard kombucha options.
2. Kombucha Powdered Mixes – Convenience-focused brands like Teazen and Reset are making kombucha more accessible with powdered kombucha mixes, offering probiotic benefits in an easy-to-mix format.

These trends highlight how kombucha is expanding beyond traditional ready-to-drink bottles, catering to consumers seeking both convenience and functional wellness benefits.

What This Data Tells Us

The kombucha market continues to grow as both traditional and hard kombucha gain popularity. Brew Dr and GT’s lead the space, while emerging brands like Humm and Yesfolk carve out their niches. Meanwhile, powdered kombucha mixes and tropical-inspired flavors reflect how brands are adapting to changing consumer preferences. Additionally, the dominance of small and specialty retailers in kombucha sales suggests that brands should prioritize partnerships with these outlets to maximize their reach.

For kombucha brands looking to stand out, innovation in flavor, convenience, and functional benefits will be key to capturing market share in this expanding industry.

Conclusion

Whether it’s a classic ginger kombucha, a tropical-inspired flavor, or an alcoholic alternative like hard kombucha, the category is evolving to meet consumer demand. As kombucha continues to grow, brands that embrace bold flavors, convenient formats, and health-conscious trends will thrive in this competitive space.

For more insights into consumer trends and real-time sales data, contact Evidnt. Let’s help your brand stay ahead in the fast-growing kombucha market.