The latest food trend – Kombucha!

[colunm-half]Kombucha is the new kid on the block as far as current popular food trends are concerned. However, before we discuss this further, let us backtrack a bit – think back about all the food trends that have been popping up over the last few years and you will realize that they are connected with the most powerful trend in the marketplace today – consumers’ desire for ingredients and foods that are ‘naturally functional’. It is safe to that this massive trend has managed to overpower the success of almost all other trends. Subsequently, it is a key driver for the growth and popularity of healthy food trends such as the rise of green juices, re-birth of full fat milk and more.

It is only fitting then, that Kombucha has made its way back into the spotlight. We say it is “back” into the spotlight because even though it has been around for a long time, it is only off late that it has gained mainstream attention. So, what exactly is this new health trend and all the fuss around it? Kombucha is a fermented sweet tea with a culture of yeast and good bacteria, often with a dash of fruit juice thrown in as well. It is a probiotic drink full of the goodness of vitamin B and live bacteria (that are safe to consume!).

Well, from what we deduce, its immense popularity is a result of a combination of factors. This super tea actually has its roots in the Chinese culture dated 2000 years ago, when as per mythological readings, it was considered “the tea of immortality”. However, it is only recently that it has gotten immensely popular.

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This is not surprising since functional foods are now holding their own amongst consumers, especially the younger consumers. A large reason why it is very popular amongst teenagers and young adults is because they tend to favour healthy alternatives over traditional food products. Loyal Kombucha fans claim the tea has a spate of beneficial properties that curb inflammation, provide better immunity, improved blood pressure and even help with prevention of cancer and heart diseases. However, only some of these claims are backed up with solid scientific evidence.

As per a recent report – The global kombucha market recorded revenue of more than USD 1.5 billion in 2017 and is expected to grow at a CAGR of 17.5% from 2018 to 2023. The Kombucha market is dominated by local and global players, the likes of PepsiCo, RedBull and Reed. Region wise, North America is the largest market, with Europe, UK, Germany, France and Asia-Pacific not very far behind.

All said and done, it is pretty clear that an upward trajectory is anticipated for the Kombucha market in the times to come. So, grab a mug and take a sip coz it looks like Kombucha is here to stay![/colunm-half]

CATEGORIES: Branding

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