Ms Organics, the Thai tea and herbs specialist behind kombucha brand Fermenthe, highlights consumer impatience as the kombucha sector’s greatest challenge. To drive repeat purchases, the company emphasises the importance of prioritising taste over immediate health benefits, while eyeing expansion into international markets such as the Middle East, China, and the UK.
Insights & Strategic Moves:
Consumer Impatience in Functional Beverages: Kombucha’s health benefits, particularly for gut health, take time to manifest, leading to consumer impatience. Ms Organics believes that taste is the key to encouraging consistent consumption, as it ensures repeat purchases before benefits become apparent.
Taste as the Primary Driver: The company focuses on crafting kombucha with an optimal taste profile, ensuring consumers enjoy the product and continue buying it. Over time, as health benefits become noticeable, these may become the primary purchase motivator.
Innovative Product Offering: Ms Organics has developed a canned ready-to-drink (RTD) kombucha with the world’s highest kombucha concentrate. Its longer shelf life, due to pasteurisation, makes it suitable for international markets.
Global Expansion Plans: The company is targeting the Middle East, where kombucha is rare but demand for digestive health solutions is high. It has already entered Dubai and is exploring opportunities in China, the UK, Japan, South Korea, Singapore, and Malaysia.
Future Outlook
With a strong focus on taste and product innovation, Ms Organics is well-positioned to capitalise on the growing global interest in kombucha. By addressing consumer impatience and expanding into underserved markets, the company aims to establish itself as a key player in the functional beverage sector.
Ms Organics’ strategy of prioritising taste and leveraging the growing demand for gut health solutions underscores its potential to succeed in both established and emerging kombucha markets worldwide.
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