# Workout-Focused Kombuchas Nova Easy Kombucha Comes in Pre and Post-Workout Refreshments By Michael Hemsworth | Published 2021-07-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nova-easy-kombucha References: [bevnet](https://www.bevnet.com/news/2021/nova-easy-kombucha-launches-new-high-performance-kombucha-duo) & [novakombucha](https://novakombucha.com/) [Nova Easy Kombucha](https://www.trendhunter.com/trends/cbd-drink-mix1) is launching a new range of refreshments targeted at athletes looking to incorporate the [probiotic beverage](https://www.trendhunter.com/trends/dreamland-koffucha) into their lifestyle in functional ways. The drinks come in the form of the POWER and RECOVERY kombuchas that are focused on offering support pre and post-workout, respectively. The non-alcoholic kombuchas are positioned to help offer a range of benefits for athletes looking to naturally enhance their performance and recovery. Owner/Founder of Nova Easy Kombucha Tiago Carneiro spoke on the new drinks saying, "We’re really excited to add POWER and RECOVERY kombuchas to our non-alcoholic portfolio. Our team works incredibly hard to ensure our products are all-natural and made with only high-quality ingredients, and this duo is no different. We wanted to provide health-conscious consumers with an all-natural, low-sugar option as opposed to those energy and recovery drinks on the market today, which are packed with sugars and preservatives.” ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 48% | Activity: 84% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Functional Kombuchas:** Opportunity for brands to develop kombucha products that are targeted towards specific functional benefits such as pre and post-workout. - **Natural Sports Nutrition:** Natural and all-natural products are becoming more important in sports nutrition as consumers are looking for healthier options. - **Low-sugar Beverages:** Brands have the opportunity to develop low-sugar beverage alternatives to traditional energy and recovery drinks. ### Industries Being Reshaped - **Sports Nutrition:** Brands in the sports nutrition industry can expand their offerings with all-natural, functional, and low-sugar kombucha products. - **Beverage:** Opportunity for beverage companies to add functional, all-natural, and low-sugar kombucha products to their portfolio. - **Health and Wellness:** Brands in the health and wellness industry have the opportunity to offer natural and all-natural sports nutrition products, like kombucha, to appeal to consumers looking for healthier options. ## Related on Trend Hunter - [Kombucha-Based Hydration Supplements](https://www.trendhunter.com/trends/probiotic-hydration-powder.md) - [Non-Alcoholic Functional Tonics](https://www.trendhunter.com/trends/mood-by-boochcraft.md) - [Pre-Workout Brews](https://www.trendhunter.com/trends/preworkout-brew.md) - [Prebiotic Fruit Beverages](https://www.trendhunter.com/trends/mortal-power.md) - [Spiked Electrolyte Canned Beverages](https://www.trendhunter.com/trends/postgame-beverages.md) - [Recovery-Boosting Performance Drinks](https://www.trendhunter.com/trends/lifeaid.md) - [Recovery Wellness Drinks](https://www.trendhunter.com/trends/optivive.md) - [Instant Probiotic Tea Powders](https://www.trendhunter.com/trends/instant-kombucha.md) - [Sessionable Canned Kombuchas](https://www.trendhunter.com/trends/koe.md)