Kombucha Consumer Perceptions - Canada
In reference to our findings, the Canadian kombucha market has been constantly growing at a rate of 20% year-over-year. The market's constant growth resulted in a 41% market increase to $534 million wholesale in 2017. Our research methodology and detailed findings in regard to how Canadians perceive kombucha follows below.
We were unable to find specific information on the number of options consumers have for kombucha in Canada. In our search for this information, we employed the following research strategies.
In our first strategy, we looked for relevant information in Canadian business and news sites that included Canadian Grocer, Newswire, and CBC. We focused on these resources because they potentially contained information on the kombucha market in Canada. However, with this strategy we were not able to find definitive information on consumer options, but we did find information on some available options and kombucha brands in Canada.
Secondly, we searched for any usable information on the websites of kombucha companies and beverage distributors in Canada. Through this strategy, we were able to identify resources such as Booch Organic Kombucha that provided a number kombucha options in Canada, which we have presented in the section that follows below.
Lastly, we searched for market research reports, but these resources were limited by paywalls such as the "Kombucha market: Industry, trends and growth report". Information that was contained in these resources was limited and we could not derive anything that we could use to address the research criteria. We attributed the unavailability of definitive information on the number of consumer options to the fact that there are too many options available in the Canadian kombucha market.
CANADIAN PERCEPTION OF KOMBUCHA
According to the Canadian Grocer, the kombucha drinks market has been growing by 20% year-over-year in Canada. Additionally, a report by the Beverage Marketing Corporation noted that the kombucha market increased by around 41% to reach $534 million wholesale in 2017.
Ottawa resident Wentsi Yeung who is the founder of Culture Kombucha decided to start her own kombucha business after having a single drink. In less than 2 years, her business has grown drastically from a startup to a big company that prepares and sells around 1,000 bottles of kombucha per day.
Kombucha brand options that are available in the Canadian market include:
- Tonica Kombucha - Toronto, ON.
- VAMS Culture - Toronto, ON.
- RISE Kombucha - Montreal, QC.
- Live Kombucha - Guelph, ON.
- Goodvibes Juice Co - Waterloo, ON.
- Greens Organic - Vancouver.
According to Brew Your Bucha, top kombucha brands include GT's Kombucha, GT's Synergy Kombucha, Townshend's Brew Dr. Kombucha, RISE Kombucha, and KeVita Master Brew Kombucha.
RISE Kombucha offers a number of flavors that include "Ginger, Hibiscus & Rose Hips, Blueberry & Maple, Lemongrass, Mint & Chlorophyll and Rose & Schizandra."
In addition, restaurants and bars in Canada are increasingly selling kombucha on tap and in cocktail form. Heart Beet Organics, which has plans to install more kombucha taps in Prince Edward Island flavours its kombucha drinks with organic, locally-grown fruits like elderberries.
CONSUMPTION AND POPULARITY TRENDS
According to CTV News, kombucha is very popular in Canada and the drink's popularity has continued to increase in recent years resulting in a surge in sales.
Kombucha is popular among adults of all ages including millennials and baby boomer. Lastly, according to CBC News, the demand for kombucha has been growing steadily over the last 3 years.
Canadians buy kombucha in stores such as grocery stores especially for middle class and higher-income shoppers. Additionally, Canadian consumers look at and buy kombucha because the drinks are strategically placed in coolers that are filled with functional beverages that are on display close to store entry points.
In addition, younger millennials buy kombucha drinks after checking social media websites and the primary demographic that consumes the drink tends to be in the 20 to 40 age range. Kombucha drinks have attracted millennials and younger generation individuals in Canada because these individuals have social and health awareness.
Lastly, according to the organic kombucha spokesperson, women are more likely to drink kombucha than men.