Category
Lifestyle
Assisted Choices
Trend cluster
Category
Kombucha
Diffusion
Hybridized takes on kombucha make the beverage more accessible.
2.9
Trend score
Trend
What is the Kombucha Diffusion trend?
Kombucha Diffusion: As consumers who may consider themselves adjacent to the new culture of wellness and self-care get familiar with the benefits of fermentation, experimental takes on kombucha are emerging in order to both explore new flavor combinations and expand on its healthful aspects. This shift demonstrates the interest in exploring new health-driven products hybridized with more familiar flavors and ingredients.
Trend themes
Themes within the Kombucha Diffusion trend
Three behaviours holding the trend together01
Hybridized Flavors
Consumers are interested in trying new health-driven products hybridized with more familiar flavors and ingredients.
02
New Craft Brews
The convergence of health culture and global beer culture has given rise to beer-inspired kombucha beverages and other unique hybrids.
03
Activated Charcoal
Activated charcoal is revered for its powerfully detoxifying properties, as well as the visual appeal it adds to beverages.
Industry implications
What the Kombucha Diffusion trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can experiment with hybridized products and activated charcoal as a key ingredient in creating new products.
For
Alcohol
Alcohol industry professionals can experiment with alcoholic kombucha tonics and other kombucha-beverage hybrids.
For
Wellness
The wellness industry can capitalize on consumers' interest in kombucha's health benefits and explore new ways to incorporate it into products.
Workshop question
What familiar experiences can you incorporate into more cutting edge products or services in order to engage customers uneasy about trying new things?
Trend signals
Trend signals for Kombucha Diffusion
Trend score 2.9 out of 10, from popularity 43%, activity 37%, freshness 8%.
Popularity43%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Kombucha Diffusion trend
6 featured examples from Oct 19, 2016 to Jan 11, 2018CategoryLifestyle
Cannabis Kombucha Brands
Junup Cannabis Kombucha is Produced and Sold in Oregon
Exploring how cannabis-infused kombucha can disrupt the traditional beverage industry and spark new product innovations.
CategoryLifestyle
Alcoholic Kombucha Tonics
Good Omen Bottling's Kombucha Beverages Introduce a New Craft Brew
Artisanal kombucha beverages such as Wild Tonic 5.6% ABV Jun Kombucha have the potential to disrupt the craft brew industry by offering unique and health-conscious alternatives to…
CategoryLifestyle
Coffee Kombucha Hybrids
Blue Island Makes a Blend of Coffee and Kombucha Called 'CoffeeBucha'
Opportunity for beverage manufacturers to develop and market coffee kombucha hybrids, tapping into the growing health-conscious consumer base.
CategoryLifestyle
Ombre Kombucha Beverages
Vams Culture's 'Tropical Goth' is a Detoxifying, Fruity Charcoal Beverage
A market segment that can continue to innovate and differentiate their product offerings.
CategoryLifestyle
Beer-Kombucha Hybrids
Postmark Brewing is Now Making a Beer Beverage Called 'Blondebucha'
Craft breweries can capitalize on the beer-kombucha hybrid trend by experimenting with new flavor profiles and brewing techniques.
CategoryLifestyle
Hoppy Citrus Kombuchas
Humm Kombucha's 'Hopped Grapefruit' Introduces a New Flavor Pairing
Craft breweries can expand their product lines and reach new consumers by incorporating kombucha and other non-alcoholic, health-oriented beverages into their offerings.
