Italy Kombucha Market (2025 - 2033) Size, Share & Trends Analysis Report By Product (Hard, Conventional), By Distribution Channel (On-trade, Off-trade), And Segment Forecasts, Consumer Behavior And Competitive Analysis

Italy Kombucha Market Summary

The Italy kombucha market size was estimated at USD 71.0 million in 2024 and is projected to reach USD 216.4 million by 2033, growing at a CAGR of 13.2% from 2025 to 2033. The market is driven by a shift in consumer preference toward fermented beverages, which improve gut health and are alternatives to low-calorie beverages and alcohol.

The market is experiencing significant growth driven by increasing consumer awareness of health and wellness trends, particularly digestive health and probiotic benefits. The country’s expanding health-conscious demographic, combined with a growing preference for plant-based and clean-label products, has impelled the expansion of local and international brands offering diverse kombucha flavors and formulations.

Furthermore, the increasing footprint of specialty health retailers, organic supermarkets, and strategic collaborations with local breweries and wellness-oriented brands significantly boost product visibility. Rising consumer awareness around mental well-being also fuels demand for functional kombucha variants infused with botanicals and herbs, particularly among urban professionals and health-conscious individuals.

Consumer Insights

The shift toward healthy and natural alternatives over traditional soft drinks drives the Italy kombucha market. Consumers seek beverages that offer health benefits through ingredients such as probiotics, enzymes, and organic acids, aligning with a broader trend toward wellness and functional beverages. Transparency about ingredients and sustainable practices also influences purchasing decisions. The increasing demand for beverages produced through natural fermentation and traditional craftsmanship further supports market expansion.

Flavor innovations, such as herbal and fruit-infused varieties, continue to attract health-conscious urban consumers, particularly among millennials and Gen Z. Demand is further supported by increased availability through health food stores, cafés, and digital channels. Expanding kombucha brands into online retail and D2C platforms has enhanced accessibility and consumer engagement. In addition, favorable regulatory frameworks for probiotic products and stringent food safety standards strengthen consumer trust and encourage broader market adoption.

Product Insights

The conventional segment dominated the market with a revenue share of 91.2% in 2024. It is driven by growing health consciousness among Italian consumers. Lifestyle changes coupled with increased stress-related health issues, such as hyperacidity, slow digestion, and gastrointestinal disorders, have increased interest in kombucha consumption.

The hard kombucha segment is expected to register the fastest CAGR of 16.8 % from 2025 and 2033. Factors driving the demand are increasing interest in craft and artisanal beverages, which support hard kombucha's premium and handcrafted nature. Producers are introducing innovative flavor profiles, such as herbaceous, floral, and fruit-infused variants, contributing to increased consumer demand, particularly among those seeking novel and gut-friendly beverage options.

Distribution Channel Insights

The on-trade distribution segment accounted for a significant revenue share of Italy kombucha market. This growth is attributable to increasing health consciousness. Consumers seek low-sugar, probiotic-rich alternatives to conventional soft and alcoholic drinks. Restaurants and bars are introducing innovative kombucha cocktails and distinctive craft flavors. Furthermore, strategic brand launches and collaborative initiatives significantly enhance product visibility and foster consumer engagement.

The off-trade segment is anticipated to experience the fastest CAGR from 2025 to 2033. The market is driven by increasing demand for functional beverages that support digestive and immune health. Consumers are progressively adopting organic products, with kombucha aligning well with their preferences due to its probiotic properties. Expanding retail distribution through supermarkets, specialty health food stores, and e-commerce platforms has significantly improved product accessibility.

Key Italy Kombucha Company Insights

Some key players in the Italy Kombucha market include LEGENDARY DRINK SRL, Mia srl., and Revolucha Kombucha. Major market players are adopting innovative strategies, launching new products, and forming strategic distribution partnerships to respond to evolving consumer preferences and the increasing demand for comprehensive product portfolios across diverse consumer segments.

• Mia srl. crafts artisanal kombucha using only natural ingredients, with no additives, concentrates, or preservatives. Its product range includes five authentic flavors-original, raspberry, lemon, ginger, and hops-reflecting the company’s commitment to simplicity and quality.

Recent Developments

• In July 2025, Legend Kombucha, based in Verona, Italy, launched “Bloomy Orange,” a flavored kombucha created with science communicator

Italy Kombucha Market Report Scope

Italy Kombucha Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the Italy kombucha market report based on product and distribution channel:

• Product Outlook (Revenue, USD Million, 2021 - 2033)

  • Conventional

  • Hard

• Distribution Channel Outlook (Revenue, USD Million, 2021 - 2033)

  • On-trade

  • Off-trade