Zenith Global 2019 European Kombucha Report

Zenith Global Report

2019

European Kombucha Report An overview of the European kombucha market

Copyright All copyright in this document is reserved.

Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith Global Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information.

Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith Global Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith Global Ltd from any liability related to the report distribution. Such readers however will not be considered “users� of this report.

2

Š Zenith Global Ltd 2019

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

3

Š Zenith Global Ltd 2019

Page

1

4

Introduction and scope

© Zenith Global Ltd 2019

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

•

East Europe: Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine

•

West Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK

Louisa Sabin Insight Analyst

5

© Zenith Global Ltd 2019

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.

•

The process of kombucha brewing is generally made of five main steps.

6

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

© Zenith Global Ltd 2019

5

Fermentation between 1-4 weeks

6

Ready to be consumed

2

7

Executive summary

© Zenith Global Ltd 2019

2. Executive summary Key findings Commentary

8

Š Zenith Global Ltd 2019

3

9

European kombucha market overview

Š Zenith Global Ltd 2019

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%

10

Š Zenith Global Ltd 2019

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

11

35.0%

Š Zenith Global Ltd 2019

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%

12

Š Zenith Global Ltd 2019

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

13

Š Zenith Global Ltd 2019

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

14

Š Zenith Global Ltd 2019

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

15

Š Zenith Global Ltd 2019

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%

16

Š Zenith Global Ltd 2019

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

17

Š Zenith Global Ltd 2019

2022f

2023f

% change

4

18

European kombucha opportunities

Š Zenith Global Ltd 2019

Growth opportunities Commentary

19

Š Zenith Global Ltd 2019

4. European kombucha opportunities Highest growth countries: Denmark Macroeconomic indicators:

Trends related to the kombucha market in Denmark

Commentary Commentary

Commentary

Commentary

Commentary

Commentary

20

Š Zenith Global Ltd 2019

4. European kombucha opportunities Highest growth countries: Denmark •

21

Commentary

© Zenith Global Ltd 2019

•

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

22

Š Zenith Global Ltd 2019

4. European kombucha opportunities Highest growth countries: Sweden •

23

Commentary

© Zenith Global Ltd 2019

•

Commentary

5

24

SWOT Analysis

© Zenith Global Ltd 2019

4. European kombucha opportunities Kombucha SWOT analysis

S

Strengths

Commentary

25

Š Zenith Global Ltd 2019

W

Weaknesses

Commentary

4. European kombucha opportunities Kombucha SWOT analysis

O

Opportunities

Commentary

26

Š Zenith Global Ltd 2019

T

Threats

Commentary

6

27

Country Market analysis

Š Zenith Global Ltd 2019

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

28

Š Zenith Global Ltd 2019

% 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

29

Š Zenith Global Ltd 2019

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

30

Š Zenith Global Ltd 2019

Kombucha

RTD tea

Functional water

2019

Country kombuchamarket overview Consumer profile Commentary

31

Š Zenith Global Ltd 2019

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

32

Š Zenith Global Ltd 2019

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

33

Š Zenith Global Ltd 2019

2022f

2023f

% change

Country kombucha market overview kombucha SWOT analysis

S

Strengths

Commentary

O

Opportunities

Commentary

34

Š Zenith Global Ltd 2019

W

Weaknesses

Commentary

T

Threats

Commentary

7

35

Conclusion

© Zenith Global Ltd 2019

6. Conclusion Key summary points Commentary

36

© Zenith Global Ltd 2019

8

37

Brand profiles

© Zenith Global Ltd 2019

8. Brand profiles Premium

Product Origin Website: Product information: Launch date: Variants: Positioning and channels:

Pack size and type: Price:

38

Š Zenith Global Ltd 2019

Contact us We hope you have found this report insightful. Please help us improve our reports further by providing your feedback here To subscribe to FREE daily industry news from Zenith, please click here For further information regarding this report, or for a tailor made study specific to your requirements please contact:

Zenith Global Ltd, UK Tel: +44 (0)1225 327900 insight@zenithglobal.com www.zenithglobal.com

39

Š Zenith Global Ltd 2019

Explore our services

Global food and drink experts

Accurate, up to date global food and drinks market research and forecasting to support market strategy. Expert analysis of industry, competitors, consumers, trends, forecasts and latest product innovations. Off the shelf reports, bespoke reports, online databases.

Advice on overall strategy, business planning, entering new markets, finding contract manufacturers and distributors and having your product listed with retailers. Also, transaction services including sale mandates, target searches, valuation and due diligence.

Turnkey design and build of production facilities, site searches, manufacturing efficiency improvements, cost reduction, quality and food safety. Expertise in finding a water source, assessing water quality and volume, drilling and testing boreholes, obtaining a licence and reducing water use. Beverage formulation design and development, ingredient innovation, packaging design and advice on labels.

Global and regional industry conferences, providing detailed market insights and exclusive networking opportunities with key executives from the global food and drink sectors.

Daily, weekly, bespoke news services to stay abreast of fast moving changes.

40

Š Zenith Global Ltd 2019