Letters in Economic Research Updates
The Kombucha Market in Portugal Until 2021
Abstract
Nerhum Sandambi
This study provides a descriptive analysis of the Kombucha market in Portugal, which is its main objective. As this is a market on the rise, the period analysed covers the years from the resurgence of the industry in the 2000s to the present and the emergence of new companies in the European market in general and particularly in the Portuguese market. The analysis shows the general behaviour of the Kombucha market in Europe, where the main consumers are countries such as Germany, France and Italy. The study also shows how the kombucha market is concentrated worldwide, with the USA being the largest market in the world and also having the highest concentration of consumers. According to the analysis, there seems to be a correlation between consumers and prior knowledge of the beverage segment, with kombucha consumption initially being made by consumers with a tendency to have health problems, especially with intestinal health. On the other hand, there was also a direct relationship between the price of the drink and the purchasing power of individuals, and it was found that individuals with greater purchasing power are also the main consumers of the drink in this segment of the market. On the other hand, analysing the market share shows that the market is led by The Gutsy Captain Kombucha, with a 60% market share, thus showing consolidation in the functional drinks market in Portugal.