SPINS: Kombucha Grows in MULO, Declines in Natural

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Kombucha velocities are slowing down across all channels, though format and function-based innovations are presenting opportunities for growth, according to a market analysis by Chicago-based research firm SPINS. 

The “State of Kombucha” report, first shared in September at the industry conference KombuchaKon 2020, notes that overall growth in the U.S. kombucha market in multi-outlet (MULO), natural and enhanced stores continued to grow this past year, rising 2.6%. However, within those channels, MULO was up 5.9% to $543.3 million in sales, while the natural channel was down 6.5% to $151.6 million.

In an interview with BevNET, Perteet Spence, VP of Strategic Solutions at SPINS, discussed the findings of the report, including how multi-serve bottles and shelf-stable formats are influencing growth, how flavors are diversifying across channels and the rise of the alcoholic kombucha category.