Category Close-Up: Kombucha and Probiotics – Expert Analysis

In this episode of Category Close-Up: Expert Analysis, we’ll be exploring kombucha and probiotic beverages.

For the greater part of the last decade, kombucha has been one of the great success stories in better-for-you beverages, giving health conscious consumers a powerful alternative to sodas and high-sugar drinks. Kombucha has played a leading role in generating interest and awareness of gut health and products that support healthy digestion, as seen through the rising interest in probiotic drinks, vinegars and other product types. Having transcended the natural channel, kombucha can now be found in every channel and format, from on-tap to in cans to retailers of all types.

So why does the future seem uncertain? For one, sales are decelerating, even as the audience for kombucha keeps expanding. Within an ever-growing set of functional beverages, kombucha now faces increasing competition from other products with similar claims and flavor profiles, and, combined with tight control over real estate in the refrigerated drink sets, the ability to go shelf-stable has added a new wrinkle to the mix of challenges.

In this episode, the panel examined the divergent paths of development for kombucha inside and outside the natural channel, framing current trends against historical precedents and consumer preferences. The group also assessed the impact of shelf-stable kombuchas and other similar drinks, the development of alcoholic ‘hard kombucha’ within the category, how strategic buyers are evaluating opportunities in the space, and the future of kombucha innovation, among other topics.

Our guests for this episode include:

  • Jeff Weaber, Founder/CEO, Aqua ViTea
  • Perteet Spencer, Vice President of Strategic Solutions, SPINS
  • Richard Gillmore, Sr. Director of Center Store Category Management, Gelson’s Markets
  • Nick McCoy, Managing Director and Co-Founder, Whipstitch Capital

Following our Expert Analysis panel, we’ll shift perspective tomorrow to hear directly from the brands and entrepreneurs that are actively processing these major categories at retail on Product Showcase. BevNET managing editor Marty Caballero will be joined by Taste Radio’s Ray Latif to interview a range of plant-based milk and creamer brand leaders, each allotted 5-7 minutes to discuss product strategy and new product information.

Both Expert Analysis and Product Showcase are available exclusively to BevNET/NOSH subscribers and can be viewed here.