Health has never been such a priority for UK consumers. The trend has helped drive the soft drinks category beyond the £0.5bn mark [Nielsen] and, within health and wellness drinks, kombucha particularly stands out as a key opportunity for retailers to tap into. The kombucha market has been growing rapidly at circa 39% CAGR since Covid and is now valued at £33m [Nielsen].
So, what differentiates kombucha from other options in the sub-category and how well established is it? What are the current perceptions of the drink in UK?
We caught up with Kieran Bridges, Carlsberg Britvic’s head of UK category strategy – strategic growth spaces, to discuss , the potential for health and wellness drinks, how kombucha can overcome current barriers to achieve greater penetration, and how the number one iced tea brand, Lipton [Euromonitor], plans to unlock this potential and play a key role in bringing kombucha to the mainstream.
