Kombucha is used across segments like medicine and drugs. The demand of kombucha tea and other beverages is constantly increasing due to the varied health benefits associated with it. The kombucha market has seen a phenomenal growth in recent years, and is the fastest-growing market in the functional beverage industry. The kombucha market is witnessing high competition and is expanding on the basis of its innovative product line.
The key approaches adopted by the key market players are product launches and expansions in order to strengthen their position in the kombucha market. In 2014, the market was led by one of the major players, GT’S Kombucha which is a famous brand of Millennium Products Inc. (U.S.). Reed’s Inc. (U.S.), Hain Celestial Group (U.S.), Kombucha Wonder Drink (U.S.), Kosmic Kombucha (U.S.), Love Kombucha (U.K.), and Equinox Kombucha (U.K.) are some of the other major players operating in this market.
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Millennium Products Inc. (U.S.) was the first to introduce the kombucha beverage in the market. It introduced two famous brands called GT’S Kombucha and Synergy. The company majorly functions in the U.S. and distributes its products globally. Horizon Distributors and Whole Foods Market are the major distributors of this company. The company has marked a monopoly in the kombucha market. The company manufactures both alcoholic as well as non-alcoholic flavors of kombucha. Their product lines are as follows:
- Enlightened Kombucha
- Enlightened Synergy
- Classic Kombucha
- Classic Synergy
The company has strategically focused on expanding gradually and organically by expanding its product range as well as introducing innovative flavors in the kombucha drink.
Reed’s Inc (U.S) is another key player in this market. The company is engaged in developing, manufacturing, marketing, and selling of natural non-alcoholic carbonated soft drinks, ice creams, and candies. The company focuses on continues product development. The company heavily relies on promotions through television commercials which has helped to achieve outstanding growth in the market.
The company’s strategic move is to strengthen its business through new product development and expansion. The company is expanding its business in the Mid-Atlantic, LA, and New York by partnering with local distributors and opening new production units. Moreover, it has connected itself with OTG (New York, U.S.) and Wonderland Distributing Company to augment its channel of distribution. The company has also introduced new flavors, like ginger beverage to reach more consumers and achieve better product penetration.
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