Zenith Global Report
2019
European Kombucha Report An overview of the European kombucha market
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Contents Section 1. Introduction and scope Executive Summary European kombucha market overview European kombucha opportunities SWOT Analysis Kombucha market analysis: Germany
UK France Conclusion
Brand profiles - Top 3 markets Brand profiles - Rest of Europe
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Introduction and scope
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1. Introduction and scope Overview Commentary
Scope European coverage of the kombucha market, including historic data and future outlook of the market such as the category size and growth, kombucha variants and packaging, price per litre and its comparison with other beverages, consumer profile, top players, kombucha SWOT analysis and new product launches. The data presented in this report covers the following countries
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East Europe: Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine
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West Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
Louisa Sabin Insight Analyst
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1. Introduction and scope Definition Kombucha •
Kombucha is a fermented beverage made by adding a live culture of yeast and bacteria to tea and leaving it to ferment at room temperature.
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The process of kombucha brewing is generally made of five main steps.
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1
2
3
4
Loose tea leaf is added to boiled water
Sugar is added
Tea is strained and left to cool at room temperature
Add starter and SCOBY
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Fermentation between 1-4 weeks
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Ready to be consumed
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Executive summary
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2. Executive summary Key findings Commentary
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European kombucha market overview
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3. European kombucha market overview Sub-regions’ kefir volume and value share Kombucha volume share by sub-region, 2018
50.0% 50.0% East Europe West Europe
Kombucha value share by sub-region, 2018
20.0%
East Europe West Europe 80.0%
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Commentary
3. European kombucha market overview Kombucha market volume and value Commentary Kombucha market volume and % growth 4
30.0%
30.0%
35.0%
3
30.0%
3
25.0%
2
20.0% 15.0%
2
15.0% 15.0%
15.0%
1
10.0%
1
5.0%
0
0.0% 2013
2014 2015 2016 Volume in million litres
2017 2018 % change
Kombucha market value and % growth 7
40.0%
35.0%
6
25.0%
25.0%
4 3
30.0%
30.0%
5
20.0%
20.0%
15.0%
15.0%
2
10.0%
1
5.0%
0
0.0% 2013
2014
2015
2016
Value in million Euros
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35.0%
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2017 % change
2018
3. European kombucha market overview Top 3 kombucha consumption countries Commentary
Top 3 countries by volume, 2013
25.0%
25.0%
Country a Country b Country c Country d
25.0% 25.0%
Top 3 countries by volume, 2018
25.00%
25.0%
Country a Country b Country c Country d
25.0%
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25.0%
3. European kombucha market overview Kombucha variants and packaging Kombucha variants
Kombucha types - % volume share, 2018
Commentary
50.0% 50.0%
Plain kombucha
Flavoured kombucha
Packaging volume % share, 2018
Kombucha packaging
Commentary
40.0% 60.0%
Plastic bottles
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Glass bottles
3. European kombucha market overview Kombucha price evolution and comparison with other categories Commentary
Kombucha price evolution
Euro 10.00 8.00
6.00 4.00 2.00 0.00
2013
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2015
2016
2017
2018
Average price per litre (ppl)
Germany ppl
France ppl
UK ppl
2018 price per litre - Euro
Country
2014
Kombucha
RTD tea
2019
Functional water
3. European kombucha market overview Consumer profile Commentary
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3. European kombucha market overview Kombucha market forecast Kombucha volume share by sub-region, 2023
30.0% East Europe West Europe 70.0%
Top 4 countries by volume, 2023
25.0%
25.0% Country a Country b Country c Country d
25.0%
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25.0%
Commentary
3. European kombucha market overview Kombucha market forecast Commentary
Kombucha market volume and % growth 9 8 7 6 20.0% 5 4 3 2 1 0 2018
35.0% 35.0%
35.0%
40.0% 35.0% 30.0%
20.0%
25.0%
20.0%
20.0% 15.0% 10.0% 5.0% 0.0% 2019f
2020f
2021f
Volume in million litres
2022f
2023f
% change
Kombucha market value and % growth 70
15.0%
60 20.0%
20.0%
20.0%
15.0%
50 40
10.0%
25.0%
15.0%
10.0%
30
10.0%
20 5.0%
10 0
0.0% 2018
2019f
2020f
2021f
Value in million Euros
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2022f
2023f
% change
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European kombucha opportunities
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Growth opportunities Commentary
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4. European kombucha opportunities Highest growth countries: Denmark Macroeconomic indicators:
Trends related to the kombucha market in Denmark
Commentary Commentary
Commentary
Commentary
Commentary
Commentary
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4. European kombucha opportunities Highest growth countries: Denmark •
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Commentary
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•
Commentary
4. European kombucha opportunities Highest growth countries: Sweden Macroeconomic indicators:
Trends related to the kombucha market in Sweden
Commentary Commentary
Commentary
Commentary
Commentary
Commentary
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4. European kombucha opportunities Highest growth countries: Sweden •
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Commentary
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Commentary
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SWOT Analysis
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4. European kombucha opportunities Kombucha SWOT analysis
S
Strengths
Commentary
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Weaknesses
Commentary
4. European kombucha opportunities Kombucha SWOT analysis
O
Opportunities
Commentary
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Threats
Commentary
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Country Market analysis
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Country kombucha market overview Kombucha market volume and value Commentary
Kombucha market volume and % growth 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
30.0%
30.0%
20.0%
25.0%
20.0% 15.0%
35.0%
20.0%
15.0%
15.0% 10.0% 5.0% 0.0% 2013
2014
2015
2016
Volume in million litres
2017
2018
% change
Kombucha market value and % growth 12
40.0%
40.0%
40.0%
2016
2017
2018
10 8
25.0%
25.0%
2014
2015
6
4 2 0 2013
Value in million Euros
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% change
45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%
Country kombucha market overview Kombucha variants and packaging Kombucha types - % volume share, 2018
Kombucha variants Commentary
20.0%
80.0% Plain kombucha
Flavoured kombucha
Packaging volume % share, 2018
Kombucha packaging 10.0%
90.0% Plastic bottles
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Glass bottles
Commentary
Country kombucha market overview Kombucha price evolution and comparison with other categories Commentary Local currency
Kombucha price evolution
Euro
8.00 6.00 4.00 2.00 0.00 2013
2014
2015
2016
2017
2018
Price per litre in Euros
2018 price per litre
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Kombucha
RTD tea
Functional water
2019
Country kombuchamarket overview Consumer profile Commentary
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Country kombucha market overview Top players and innovations Top players
Top 5 kombucha producers by volume, 2018 10.0%
Commentary
10.0% 10.0%
10.0%
30.0%
Producer
Innovations Commentary
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Producer
30.0%
Producer
Producer
Producer
Producer
Country kombucha market overview Kombucha market forecast Commentary
Kombucha market volume and % growth 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
30.0%
35.0% 30.0%
30.0% 20.0%
25.0%
20.0% 15.0%
15.0%
20.0% 15.0% 10.0% 5.0% 0.0%
2018
2019f
2020f
2021f
Volume in million litres
2022f
2023f
% change
Kombucha market value and % growth 25
25.0%
20.0%
20.0%
20
20.0% 15.0%
15.0% 15.0% 15.0%
15
15.0%
10
10.0%
5
5.0%
0
0.0% 2018
2019f
2020f
2021f
Value in million Euros
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2022f
2023f
% change
Country kombucha market overview kombucha SWOT analysis
S
Strengths
Commentary
O
Opportunities
Commentary
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W
Weaknesses
Commentary
T
Threats
Commentary
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Conclusion
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6. Conclusion Key summary points Commentary
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Brand profiles
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8. Brand profiles Premium
Product Origin Website: Product information: Launch date: Variants: Positioning and channels:
Pack size and type: Price:
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