North America Kombucha Market Size, Share & Trends Analysis Report By Product (Conventional, Hard), By Distribution Channel (On-Trade, Off-Trade), By Region, And Segment Forecasts, 2025 - 2030

North America Kombucha Market Trends

The North America kombucha market size was estimated at USD 1.88 billion in 2024 and is expected to grow at a CAGR of 13.7% from 2025 to 2030. The growth of the kombucha industry in North America is fueled by a rising consumer preference for healthy, functional beverages and increased awareness of the benefits of probiotics for gut health. The growing demand for natural, organic, and low-sugar products aligns with health-conscious consumption trends, further accelerating market growth. In addition, the introduction of innovative flavors and unique formulations has broadened kombucha’s consumer base, making it more appealing to a diverse audience. 

Kombucha has gained popularity in the wellness sector, with product innovation becoming a driving force in its adoption. Brands started diversifying kombucha offerings, introducing a wider variety of flavors, including fruit-infused and lower-sugar options, which catered to a broader taste preference. With consumers increasingly seeking products aligned with sustainable practices, kombucha producers adopted eco-friendly packaging, focusing on organic ingredients and non-GMO certifications.

Another key factor influencing product adoption is consumers' awareness of their alcohol intake, owing to health concerns and the rise of sober curiosity. This shift has led consumers to prefer low-alcohol functional beverages such as kombucha. For instance, according to the data published in November 2024, Gen Z consumers are keen on reducing their alcohol intake and consuming about one-third less beer and wine than previous generations.

With this increasing interest in health-conscious choices, the position of kombucha within the functional beverage market is strengthened. The growing consumer preference for health-focused fermented beverages is anticipated to boost product demand. These drinks, enriched with probiotic bacteria, assist in addressing issues such as digestion and inflammation. The key companies are capitalizing on these trends by introducing new products in the market. For instance, in January 2024, Boochcraft, a U.S.-based company, launched a new product called Mood, a hard kombucha beverage in 2 exciting variants, Energize and Rejuvenate.

Additionally, plant-based and vegan preferences are influencing the adoption of kombucha, with many brands catering to these dietary requirements, ensuring that their products are cruelty-free and vegan-friendly.

In addition, the demand for original and classic flavors such as lemon and ginger continues to grow. For instance, according to Flavor Waves Inc. data published in September 2022, top consumer-ranked kombucha flavors included lemon, ginger, and peach, among others, pineapple, berry flavors, and cherry.

Sustainability is another key factor influencing product adoption, as many consumers prefer brands with eco-friendly packaging and transparent practices regarding ingredient sourcing and manufacturing. Key companies are adopting sustainability and social responsibility, as well as designing recyclable packaging. For instance, in March 2023, Health-Ade LLC launched new variants of kombucha in canned packaging after receiving direct requests from consumers favoring recyclability and portability.

Rising health consciousness among consumers is driving a growing demand for functional and probiotic-rich beverages in the U.S. Kombucha is particularly popular due to its touted health benefits, such as aiding digestion, boosting immunity, and offering detoxification properties. According to a survey from the Hartman Group (2019), notably, 66% of kombucha drinkers consume it specifically for its probiotic content, highlighting the beverage's strong association with health benefits.

In addition to probiotics, kombucha contains organic acids, enzymes, and antioxidants that are believed to support detoxification and reduce inflammation, further enhancing its appeal. For instance, the Food and Health Survey of 2022 reported that the nutrients consumed to enhance digestive and gut health included a 16% share of fermented beverages such as kombucha.

Flavor variety and innovation are key to appealing to a diverse consumer base. While traditional flavors like ginger lemon remain popular, there is a noticeable shift toward more exotic and creative combinations. For instance, in July 2024, KOMBUCHA 221 B.C. introduced a refreshing variety of kombucha, including berry hibiscus, blueberry ginger, passion fruit red clover, lavender moringa, mango dandelion, and tangerine marigold flavors, designed to offer a unique experience using the traditional and natural methods of fermentation, packed with organic ingredients.

Moreover, plant-based beverages have garnered significant attention as they offer an alternative to consumers with lactose intolerance. According to the data published by TorrinoMedica in August 2024, the probiotics present in kombucha can help alleviate lactose intolerance symptoms by enhancing gut health and improving the ability to break down lactose.

There is a rising preference for low-sugar options as consumers become more mindful of their sugar intake, driving demand for kombucha varieties that are either low in sugar or entirely sugar-free. Another key trend shaping consumer preferences in the kombucha market is the focus on clean, transparent labels and high-quality ingredients. As consumers become more knowledgeable about beverage sources and their environmental impact, many are gravitating toward brands that offer products free from artificial additives, gluten-free, and vegan alternatives.

Product Insights

Conventional kombucha accounted for a revenue share of 91.0% in 2024. With its probiotic properties, Kombucha is perceived as a beneficial alternative to sugary sodas and artificial drinks. Health-conscious consumers seek products that not only quench their thirst but also contribute to their overall well-being, and kombucha fits this niche perfectly. Health-Ade LLC, Brew Dr. Kombucha, and GT’s Living Foods are some of the prominent sellers of conventional kombuchas. They offer diverse flavors such as ginger, turmeric, lemon, pineapple, apple, pomegranate, strawberry, grape, watermelon, and cherry, among others. The growing availability of these products in a variety of offerings and flavors has escalated the segment’s growth.

The hard kombucha market segment is expected to grow at a CAGR of 17.9% from 2025 to 2030. Consumers are gradually inclining toward hard kombucha, as it is a strong alternative to other adult beverages. People who prefer hard kombucha in lighter flavors are trying novel options, such as green tea-based kombucha sweetened with honey, mint, mango, and fruit flavors, with relatively less alcohol content. These novel offerings are driving the segment's growth. According to a June 2023 article by Nation's Restaurant News, 46% of consumers who have sampled hard kombucha report that they like or love it. Additionally, hard kombucha is featured on 0.9% of menus across the U.S.

Distribution Channel Insights

Sales of kombucha through on-trade channels accounted for a revenue share of 55.7% in 2024 in the North America kombucha market. The on-trade distribution channel, which includes bars, pubs, cafes, restaurants, and other food service outlets, is witnessing an increasing consumption of kombucha due to the growing inclination toward premium handcrafted cocktails containing kombucha.

The on-trade segment is broadening its offerings by incorporating low alcohol and gut-supporting kombucha cocktails with low alcohol content, typically ranging from 0.5% to 2%. This minimal alcohol level makes kombucha an appealing choice for cocktails, encouraging many bars and pubs to introduce more affordable kombucha-based cocktail options to cater to this growing trend.

Sales of kombucha through off-trade channels are expected to grow with a CAGR of 15.4% from 2025 to 2030. Kombucha is easily and conveniently available through off-trade channels, such as supermarkets and online stores. The extensive distribution network of these channels exposes kombucha to a larger customer base, significantly enhancing its market reach.

Discounts and promotions offered by supermarkets and hypermarkets play a crucial role in attracting customers. These outlets frequently provide deals and special offers on kombucha products, making them more affordable and appealing to price-conscious consumers. Such pricing strategies help drive higher sales volumes and broaden the consumer base for kombucha.

Regional Insights

U.S. Kombucha Market Trends

The kombucha industry in the U.S. is expected to grow at a CAGR of 13.6% from 2025 to 2030.Americans are increasingly consuming kombucha due to its perceived health benefits, especially for digestive and gut health. As awareness grows around the importance of probiotics and natural wellness, many consumers are turning to kombucha as a functional beverage rich in beneficial bacteria, antioxidants, and organic acids. Its appeal is further strengthened by its low or no-sugar content, plant-based formulation, and alignment with clean-label trends, making it a popular choice among health-conscious individuals seeking natural alternatives to traditional soft drinks.

Canada Kombucha Market Trends

The Canada kombucha industry is expected to grow at a CAGR of 14.4% from 2025 to 2030. Canadians are increasingly embracing healthier lifestyles and seeking out functional beverages like kombucha, which is perceived to offer various health benefits such as improved digestion, boosted immunity, and detoxification. This trend is particularly strong among millennials and Generation Z consumers. To cater to evolving consumer tastes, kombucha brands in Canada are introducing a wide range of innovative flavors beyond the traditional offerings. Unique flavors like lavender, watermelon, peach, and passionfruit are gaining popularity, attracting more consumers to try the beverage.

Key North America Kombucha Company Insights

Kombucha manufacturers in North America are increasingly adopting advanced food processing technologies to improve product quality, flavor, and nutritional content. Techniques such as vacuum frying, air frying, and freeze-drying are used to preserve the natural qualities and nutrients of ingredients, while minimizing oil content. In addition, manufacturers are incorporating innovative packaging solutions, such as resealable and biodegradable options, to enhance convenience and sustainability. Customization is also gaining momentum, with brands offering diverse seasoning blends, organic choices, and personalized snack/treat packs to meet the varied preferences of pet owners.

Recent Developments

• In January 2024, Wild Earth, a leading plant-based kombucha company, announced the release of its first-ever vegan cat food, "Unicorn Pâté." Developed with guidance from veterinarians and animal nutritionists, Unicorn Pâté aims to offer a sustainable and ethical alternative to traditional cat food. The launch reflects Wild Earth's commitment to reducing the environmental impact of kombucha while ensuring pets receive high-quality, science-backed nutrition.

• In May 2024, GT's Living Foods, the maker of the first bottled kombucha sold in the US, launched its first-ever fan-created product, SYNERGY Pomelo Pink Lemonade Raw Kombucha. The new flavor was the result of a social media contest in which fans submitted over 17,000 flavor ideas, which were narrowed down to three finalists: Tropical Colada, Cherry Hibiscus, and Pomelo Pink Lemonade. Pomelo Pink Lemonade received the most votes out of over 25,000 cast and was chosen as the winner.

North America Kombucha Market Report Scope

North America Kombucha Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the North America kombucha market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Conventional

  • Hard

• Distribution Channel Outlook (Revenue, USD Million,2018 - 2030)

  • On-Trade

  • Off-Trade

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico