Canadian Vending

Features Consumer Behaviour Trends
Report: Kombucha trending heavily with consumers


October 17, 2018
By Canadian Vending

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A Mintel report indicated that consumers are buying more fermented drinks, such as kombucha. Kombucha is a lightly fermented tea that is made from a yeast culture and yields a slightly fizzy, often fruity but acidic taste.

The health halo that surrounds drinks like kombucha partially explain its popularity. Attributed to contributing positively to intestinal health, and its low sugar profile, fermented teas have become a widespread alternative to sodas and colas.

According to Mintel’s report, some prefer the drink for its slightly acidic taste, which contributes to a “whole new flavour profile.” The sour and bitter flavour notes are the primary reason for fermented tea drinkers to enjoy a fizzy drink without a sugary aftertaste, and consider the alleged health benefits secondary.

The current revival in probiotic-containing foods and beverages such as yogurts, kombucha, kimchi and sauerkraut has seen the fermented food market nearly double over the past five years. The report cited that reasons for drinking functional beverages were mainly to increase or maintain digestive health.

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For others, the novelty of flavours such as turmeric or ginger were more alluring than flavours currently offered by popular soft drinks.