Fruit-Forward Kombucha Brand Reveals Untapped Market Potential in Consumer Study
KÖE Organic Kombucha breaks down barriers to entry for kombucha category
KÖE Kombucha, fruit-forward, organic kombucha in a convenient can, released results from a recent consumer study on perceptions and challenges associated with the kombucha market. The findings reveal several untapped opportunities to welcome those unfamiliar with kombucha into the category.
In a study with 215 US residents, ages 18+, participants were asked questions to gauge their interest and knowledge of kombucha.
Since the global pandemic outbreak in early 2020, consumers' desire for simple and effective immunity and health boosting solutions has climbed. Nearly 62% of consumers reported drinking more functional beverages to support their health since last March, and 67% are reaching for beverages that provide either immunity and/or gut health support.
As expected, KÖE's study revealed taste as an important key factor in selecting a functional beverage. Ninety percent agree that flavor is a top consideration when choosing a beverage, even if the beverage is being consumed primarily for potential health benefits. But 60% of survey respondents reported not enjoying the taste of kombucha at all.
Beyond taste, barriers to entry in the kombucha category exist around cost and convenience: 42% of consumers don't drink kombucha because it is too expensive and 14% because it must remain refrigerated. Retailing for $2.99 a can, KÖE has made kombucha more accessible to cost-wary skeptics who typically see a $3.99+ price tag on kombucha. KÖE's shelf stable formula is also sold in convenient 12oz cans that don't require refrigeration and are 100% recyclable.
KÖE is a fruit-forward, shelf-stable kombucha packed with billions of probiotics, the live bacteria that emulate the naturally occurring microorganisms of the gut. Sometimes confused with prebiotics (the fiber/food that feeds probiotics, but cannot be digested alone), the high-grade probiotics found in KÖE can support superior gut health and the immune system. The probiotics are not present in fiber/prebiotic drinks and sodas. KÖE contains just 8g of sugar and 35 calories per 12oz can. All flavors are USDA Organic, Non-GMO Project Verified, and full of sparkling fruit flavor.
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