Ms Organics, the parent company behind kombucha brand Fermenthe, believes that the key challenge in the kombucha sector is consumer impatience in seeing health benefits. To drive consistent consumption, the company prioritises taste to encourage repeat purchases. With a high-concentration, ready-to-drink (RTD) kombucha product, Ms Organics is expanding into international markets, particularly the Middle East, China, and the United Kingdom.
Insights & Strategic Moves
The Challenge of Consumer PatienceKombucha is widely acknowledged for its gut health benefits, but the effects take time to manifest. Ms Organics' Managing Director, Siriboon Naddhabhan, highlights that consumers often expect immediate results, making it difficult to sustain regular consumption if only relying on health benefits as a motivator.
Optimising Taste to Encourage Repeat PurchasesSince the health benefits of kombucha are not instantly apparent, Ms Organics prioritises product taste to ensure repeat purchases. A well-balanced, enjoyable flavour encourages consumers to continue drinking kombucha, eventually leading to sustained gut health improvements and a shift in purchase motivations.
High-Concentration RTD Kombucha for Market ExpansionMs Organics has launched a canned RTD kombucha with the world’s highest kombucha concentrate. This pasteurised product offers longer shelf stability, facilitating international expansion. The company has already begun exports to Dubai and sees strong demand in markets like Saudi Arabia, China, and the UK.
Emerging Markets and Growth PotentialThe Middle East presents a promising opportunity, as many consumers in the region suffer from intestinal and liver discomfort, driving demand for digestive health solutions. In Asia, countries like Japan, South Korea, Singapore, and Malaysia are witnessing increasing interest in kombucha, making the region a strategic focus for further expansion.
Future Outlook
Ms Organics plans to leverage its high-quality kombucha formulation to penetrate untapped international markets. By positioning kombucha as both a functional and enjoyable beverage, the company aims to expand its consumer base and establish itself as a key player in the global fermented beverage sector.
With a taste-first strategy and strong international ambitions, Ms Organics is driving the next phase of kombucha market growth, overcoming consumer patience barriers and capitalising on rising global interest.
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