Will kombucha ever catch on in Italy? A great alternative to alcohol that everybody seems to enjoy elsewhere

In recent years kombucha has become one of the most appreciated non-alcoholic beverages among consumers, especially younger ones. It is a drink obtained through the fermentation of sweetened tea, which is increasingly gaining space in Western markets. Its growth is also linked to changing consumption habits: alcohol is now perceived more negatively than in the past, mainly due to growing concerns about its effects on health. Many people are therefore looking for alternatives that offer a different experience from classic soft drinks, without giving up a product with a strong identity.

The same GenZ shows less interest in excessive alcohol consumption compared to previous generations. In this context, drinks like kombucha have gained significant popularity among under-30s, as they are able to feel cool without carrying the typical side effects of alcohol. Overall, the kombucha sector has reached considerable dimensions: in 2025 its global market value was estimated at around 5 billion dollars – a figure that has attracted the attention of producers and investors.

Kombucha: from Asian traditions to international success

Although its popularity is relatively recent in the West, kombucha has very ancient origins. For centuries it has been part of the culinary traditions of various areas of East Asia, where the fermentation of food and beverages is a well-established practice. The spread of kombucha in Western countries dates back to the 1990s and is largely due to the American company GT’s Living Foods, which in 1995 managed to bring the drink onto the shelves of the supermarket chain Erewhon and later into Californian Whole Foods stores. This distribution expansion played a key role in introducing kombucha to a much wider audience.

Interest from major multinationals came later. In 2016 Pepsi acquired the Californian company KeVita, which also sold kombucha, while in 2018 Coca-Cola acquired Organic & Raw, owner of the Australian brand Mojo, which produces organic kombucha. Today in the United States, kombucha is considered a mass-market product and is easily found in major supermarket chains. In part, its popularity has also been boosted by hipster culture, which supported its spread in previous years. In Italy, on the other hand, the beverage remains more limited and is mainly found in a few well-stocked supermarkets and venues with a strong identity.

In Italy, between 2024 and 2026, kombucha has begun to carve out more visible space than in the past, although it remains a niche product. Its presence has increased especially in organic shops, chains specializing in wellness products, and venues focusing on non-alcoholic drinks, where it is offered as an alternative to traditional beverages. Online distribution has also contributed to its spread, making it easier to purchase foreign and craft brands. However, compared to the US or Northern European markets, growth in Italy remains slower and tied to consumers already sensitive to fermentation-related topics.

How kombucha is prepared

The growing popularity of kombucha has also been driven, above all, by social networks. On TikTok and Instagram there are numerous content pieces showing how to make it at home and explaining the different stages of fermentation. The key element of the process is the so-called scoby – an acronym for “symbiotic culture of bacteria and yeast”: it is a colony of bacteria and yeast with a gelatinous texture used as an starter to begin fermentation. The scoby can be bought online, gifted or sold by someone who already produces kombucha, or even created from scratch – although this last option requires time, experience, and does not always guarantee reliable results.

In addition to the scoby, the essential ingredients for kombucha are tea and sugar. During production, different flavors and ingredients can be added to create specific taste profiles and numerous variations of the drink – one of the reasons it is so appreciated. The success of kombucha has also been supported by widespread beliefs about its possible positive effects on the body. Companies and content creators often present it as a drink that supports gut health thanks to the microorganisms developed during fermentation. However, current scientific knowledge is still limited and does not yet allow any certainty regarding specific health benefits from regular kombucha consumption.