Date of Award

Fall 12-2021

Level of Access Assigned by Author

Open-Access Thesis

Degree Name

Master of Science (MS)

Department

Food Science and Human Nutrition

Advisor

Mary Ellen Camire

Second Committee Member

Jennifer Perry

Third Committee Member

Jade McNamara

Abstract

Consumer interest in fermented and functional foods, including kombucha, continues to grow at exponential rates. However, there is limited research on consumer demographics, preferences, beliefs, and behaviors related to kombucha consumption. The purpose of this study was to identify the characteristics of current kombucha consumers, better understand their preferences and buying habits, and identify groups that could be likely kombucha consumers in the future. These preferences and identifying factors were determined via an online consumer survey. The online survey was launched in February 2021. A total of 2,149 participants met the inclusion criteria of living in the United States, being at least 18 years of age, and being willing to participate in and complete the online survey. The first-party survey data company Dynata recruited and screened respondents continually to meet participation goals. The data were analyzed to determine relationships between respondents’ kombucha consumption, preferences, habits, and demographics. Overall kombucha consumption rate among respondents was 21.2%. Kombucha consumption had positive associations with younger age, higher education levels, and minority racial and ethnic ii identities. Consumption frequency was also positively associated with younger age and higher education, and more frequent consumers were also more likely to give kombucha to minors in the household (p

Download

Included in

Food Science Commons

Share