LOW AND NO ALCOHOL
We craft-brew authentic, living kombucha the traditional way, so all our drinks contain live, health-promoting bacterial cultures, and organic acids that help to support a healthy gut
benefit of kombucha is that the caffeine is metabolised in the fermentation process and reduced to just a fraction of its original content. Immunity is currently at the top of most
people’s priority list and yet most people probably don’t think of a healthy gut as the key to their health. It’s only in recent years that we’re truly beginning to understand the role of the gut microbiome and the fact that over 70% of the immune system is found in the gut. With a better understanding of immunity, we know the important role that the microbiome plays in our ability to fight illness. And any imbalances in the gut can seriously affect our ability to resist disease-causing viruses and bacteria, our energy levels and our mental well-being. This could be due to anything from a change in diet, stress levels or lifestyle. For all these compelling reasons, we believe that kombucha can become a healthy alternative to soft drinks, mixers and high-sugar fruit juices, contributing to the health of our customers now and into the future.
How consumer demand is changing Throughout 2020 and into 2021, we have seen major shifts in drinking trends away from traditional high-sugar juices and soft drinks, and towards healthier options such as kombucha, kefir and low-to-no alcohol alternatives. In September 2020, we conducted a piece of consumer research using a sample of 2,000 UK customers to understand how their purchasing behaviour had changed over lockdowns. • While more than 50% of people still were focused on fruit juices and alcohol as primary drinks products, 37% were interested in healthy soft drinks and a further 27% in healthy mixers
• 41% of the participants considered their health and well-being to be an essential part of their considerations when purchasing
• 39% of people were trying to shop and eat more healthily. This demonstrates how much potential there is currently to reach interested consumers looking for healthier alternatives to traditional beverages, and the shift in perception around traditional drinking habits that has occurred during the pandemic.
The emergence of the ‘sober-curious’ A new market trend that seems to be growing, especially among Gen Z and millennials, is that of the ‘sober-curious’, also known as ‘mindful sobriety’. This trend advocates ‘conscious drinking’, driven by recognising personal and collective alcohol habits. Sober-curious drinkers are particularly interested in new products and lifestyle choices that create wellness in an individual’s life. As younger people start to question their parents’ approach to drinking, they are also questioning other aspects of health, such as diet and nutrition, which is where alcohol alternatives are gaining in popularity. As people start to explore the ‘poisons’ they are potentially ingesting that contribute to ill health and premature ageing, healthy alternatives such as authentic kombuchas are set to rise in popularity across both retail and hospitality. We believe we are starting to see people of all ages opting for healthier products and lifestyles, with the food and drinks they consume being a key part of this. Choosing ‘life’ through purchasing organic, living drinks like kombucha is a key trend in the UK and Europe, supported by the surge of interest in ‘no/low’ products and brands.
This, for us, is one of the most exciting times to be doing business as an ethical, sustainable company producing authentic, traditionally brewed healthy drinks. We will be doing all we can to play our role in educating consumers on the benefits of beverages like kombucha, so they can make new choices about the quality of the food and drink they consume and the brands they purchase from. At Equinox, we believe wellness is here to stay.
Equinox (
Equinoxkombucha.com) is the UK’s leading kombucha company, brewing authentic, living kombucha the traditional way. Equinox is a BRC AA-rated brewery and Europe’s first kombucha company to become a B Corp.
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