September 27, 2015 SPSFAM Meeting - Meeting Book

9/25/2015

WHAT IS KOMBUCHA? • Fermented tea: Naturally rich in probiotics and healthy acids • 4 ingredients: Tea Water Sugar and SCOBY ,  ,  ,  – SCOBY = Symbiotic Culture of Bacteria & Yeast – Most brands brew “raw”,  contain some level of alcohol • Enjoyed for thousands of years to promote HEALTH! – 150 years of research, mostly international – Improved digestion, immunity, energy, metabolism – “Makes me feel good” • Naturally low in calories and sugar, effervescent and DELICIOUS! • Kombucha has a unique composition:

– Acetic acid ferment (like vinegar) – Plethora of organic & amino acids – Low pH (typically 2.9‐3.5) – Residual sugars 

Impact accuracy of methodology

– Complex sediments  – Natural carbonation 

HISTORY OF COMMERCIAL GROWTH

• 1995: First to market, GT’s Kombucha • 2000’s: Steady growth with new brands  • 2010: Voluntary withdrawal of kombucha

– Alcohol thought to be >0.5% ABV – Reformulated brands came back

• Since 2010: HUGE GROWTH

– +30% growth in natural channel – +50% + growth in grocery channel – ~$600M in 2015 – Growth BEYOND kombucha

• 2014: KBI formed

– 40 founding companies, 90 memberships – 90% of commercial brewers – WE NEED AN APPROPRIATE & FAIR STANDARD!

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