--- title: A Fermentation Trend Is Bubbling Up description: There’s nothing stagnant about the rising interest in all things fermented -- we break down the opportunities from microbiomes to vegan charcuterie. image: https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-12-15-at-11_22_28.png --- [ << Back to Blog ](https://www.nlopchantamang.com/trends/signals) [health and wellness](https://www.nlopchantamang.com/trends/signals/tag/health-and-wellness) [Beauty](https://www.nlopchantamang.com/trends/signals/tag/beauty) [food and beverage](https://www.nlopchantamang.com/trends/signals/tag/food-and-beverage) # A Fermentation Trend Is Bubbling Up ###### Shân Osborn ###### Share [mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/a-fermentation-trend-is-bubbling-up%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/a-fermentation-trend-is-bubbling-up&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/Screenshot-2020-12-15-at-11_22_28.png](mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/a-fermentation-trend-is-bubbling-up%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/a-fermentation-trend-is-bubbling-up&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/Screenshot-2020-12-15-at-11_22_28.png) ![](https://www.nlopchantamang.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2020-12-15-at-11_22_28.png?height=420&name=Screenshot-2020-12-15-at-11_22_28.png) ***Source: Subreddit Stats*** **The Signal: **It's been a while since [kombucha](https://www.cbc.ca/radio/costofliving/a-cow-worth-140-000-plus-whether-kombucha-is-bacteria-worth-billions-or-just-seaweed-tea-1.5378997/how-kombucha-went-from-seaweed-tea-in-japan-to-a-hit-in-north-america-1.5379001) and [kefir](https://www.mintel.com/blog/food-market-news/kefir-enters-the-mainstream-in-the-uk) hit the mainstream -- but the fermentation space shows no signs of slowing.  A 2019 [study](https://www.forbes.com/sites/lizzysaxe/2019/02/06/fermented-foods-are-up-149-percent-as-long-as-theyre-unfamiliar/?sh=16a59977673f) reported a 149% YoY increase in US consumption of fermented foods. R/Fermentation subreddit subscribers doubled over the last year, to hit [100k](https://subredditstats.com/r/fermentation) this October. The global fermented food market is expected to swell by [$58.15B](https://www.technavio.com/report/global-naturally-fermented-foods-market-analysis-share-2018) in 2018-22. Demand for alternative protein, which often [relies on fermentation](https://trends.co/signal/flares-the-rise-of-modular-homes-a-hot-trend-in-alt-protein-and-a-rising-quarantine-sport/), is surging. Startup Solar Foods is [set to launch](https://sifted.eu/articles/solar-foods-protein-solein/) their fermented protein, made using *air*, in 2021. Interest in human [microbiomes](https://en.wikipedia.org/wiki/Human_microbiome) is also propelling market growth, as the [r/Microbiome](https://www.reddit.com/r/Microbiome/) subreddit accelerates past the 20k subscriber milestone. The [list of conditions](https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4425030/) affected by microbes is rising -- from rosacea to autism -- and the positive effect of probiotic-rich fermented foods on microbiota is [well documented](https://www.health.harvard.edu/blog/fermented-foods-for-better-gut-health-2018051613841).  Companies focusing on fermentation technologies raised [$435m](https://techcrunch.com/2020/09/17/alternative-protein-companies-have-raised-a-whopping-1-5-billion-through-july-of-this-year/) over January-July 2020 -- already outstripping the $274m for all of 2019. Funding has continued to flow in Q3 and Q4. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-12-15-at-11_22_28.png) ***Sources: *** [***Crunchbase***](https://news.crunchbase.com/news/geltor-lands-91-3m-series-b/) ***, *** [***PitchBook***](https://pitchbook.com/newsletter/perfect-day-pushes-series-c-to-300m) ***, *** [***Entrepreneur***](https://www.entrepreneur.com/article/355713) ***, *** [***Green Queen***](https://www.greenqueen.com.hk/tag/fermentation-startups/) We break down opportunities in all things fermented. **Hard Fermented Drinks: **Americans indulging in tipple are veering toward healthier options: fermented beverages that are low-cal and gluten-free. In our [special edition newsletter](https://trends.co/email/november-3-2020/), Steph wrote about the rise of hard kombucha, an alcoholic version receiving soaring interest (with crazy margins). Hard seltzer, also brewed using fermentation, has experienced a similar spike in demand. Last year saw sales soar 200%+, climbing past [$1.2B](https://www.thedrinksbusiness.com/2020/02/hard-seltzer-sales-in-the-us-on-trade-hit-1-2-billion/). ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/hard-kombucha-1024x605.png) ***Source: Google Trends*** And it’s not just a fad. The recent surge is forecast to be followed by healthy long-term growth: Market CAGRs of [16.2%](https://www.grandviewresearch.com/industry-analysis/hard-seltzer-market) (2020-2027) for hard seltzer and [42.4%](https://www.industryresearch.co/global-hard-kombucha-market-16115578) (2021-2026) for hard kombucha are worth raising your glass to.  Entrepreneurs could develop offerings in this booming market. We’d advise you to take a leaf out of market leader White Claw’s book, and focus on gender-neutral marketing. The hard seltzer brand left competitors, with their [ultra-feminine campaigns](http://www.worksdesigngroup.com/white-claw-has-proven-the-success-of-gender-neutral-branding/), in the dirt -- and accounted for [54%](https://www.adroll.com/blog/brand-awareness/unrolling-white-claw-brand) of 2019 sales. In line with the recent move of [eastern trends to the West](https://trends.co/articles/lessons-from-japan/), entrepreneurs should take note of the spiking interest in Asian seltzer.  Chinese unicorn Genki Forest just [tripled its worth](https://www.scmp.com/business/companies/article/3101320/chinese-unicorn-genki-forest-plots-own-beverage-hits-amid-nongfu) in 9 months, and is now looking to export to 100 countries. You could provide hard seltzer (and kombucha) in a similar line, incorporating Asian flavors ([Lunar](https://www.brewbound.com/news/lunar-launches-first-asian-american-craft-hard-seltzer/) just launched). **Fermented Products and Gut Health: **Gut microbiome imbalances are linked to complaints like IBS, gastritis, and candidiasis -- which are becoming increasingly common. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/gut-health-1024x606.png) ***Source: Subreddit Stats*** Interest in natural treatments is also [rising](https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3002586/). Pre- and probiotic pill supplements are leading the race, but fermented food and drinks are not far behind.  Entrepreneurs could leverage the opportunity by designing treatment lines beyond pills -- think tonics, condiments, and meal plans. There are also opportunities in personalized gut health. Startups like [Viome](https://www.viome.com/) and [Thryve](https://www.thryveinside.com) have launched microbiome test-kits for at-home use, and then deliver customized probiotic supplements.  Limited players leave room for competition, and value-adds, beyond the addition of fermented foodstuffs, might include: - Relevance as a service: Monthly tests/surveys to keep up-to-date with consumer needs - Focusing on the [psychobiome](https://www.sciencemag.org/news/2020/05/meet-psychobiome-gut-bacteria-may-alter-how-you-think-feel-and-act), the next big thing as studies link mental and gut health (psychobiome-boosting stress tonic, anyone?) - Leveraging the [gut-skin connection](https://www.byrdie.com/gut-skin-axis-4799925) and providing products to treat breakouts, eczema, and aging **Fermented Skin Care: **[Studies](https://www.mindfood.com/article/everything-you-need-to-know-about-your-skins-microbiome/) now show imbalances in the skin microbiome can trigger conditions like acne and rosacea. The [list](https://www.thezoereport.com/p/why-fermented-skincare-products-are-suddenly-everywhere-17938250) of [benefits](https://coveteur.com/2020/10/22/fermented-skincare-products/) associated with fermented skin care is seemingly endless -- and firms are getting stuck in. According to Mintel, [28%](https://www.gcimagazine.com/business/rd/ingredients/Fermented-Ingredients-are-increasingly-popular-in-skincare-572318981.html) of “skin care products launched between December 2018 and November 2019 contained fermented ingredients.” Mother Dirt, a probiotic skin care brand, has experienced [double-digit sales and YoY growth](https://www.fastcompany.com/90348480/how-this-bacteria-crawling-skincare-line-became-a-fast-growing-wellness-brand) since its launch in 2015. Azitra just raised [$17m](https://www.bloomberg.com/press-releases/2020-10-15/leaps-by-bayer-leads-usd-17-million-series-b-financing-in-biotech-company-azitra) for the development of skin care products using fermented “wild-type bacteria.” Entrepreneurs could enter this nascent space and develop lines containing fermented ingredients: Think [soybeans](https://www.sephora.com/product/fermented-soybean-firming-energy-essence-P449862) and -- you guessed it -- [mushrooms](https://biophileskin.com/products/bio-shroom-rejuvenating-serum). ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-12-15-at-11_25_24.png) ***Source: *** [***Biophile Skincare***](https://www.instagram.com/biophileskincare/?hl=en) Following gut microbiome tests, skin microbiome tests might be next; and brands could offer a host of personalized follow-up products.  **Product and Service Innovation: **Demetrix has [just announced](https://www.demetrixbio.com/demetrixpr-4) their success in producing rare cannabinoid CBG via fermentation. This September, Bond Pets released the first [faux-meat chicken](https://www.bondpets.com/press/). Perfect Day, creators of animal-free dairy, is [considering](https://www.fooddive.com/news/perfect-day-readies-for-broader-product-launch-as-it-considers-ipo/571268/) an IPO. Entrepreneurs could experiment with product development, or work with suppliers to leverage their end products (e.g., using new cannabinoids in seltzers, or even creating [fermentation-focused eateries](https://www.fastcompany.com/90572503/kombucha-was-just-the-beginning-this-designer-want-to-create-a-bacteria-based-food-industry?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss)). You could develop subscription services for fermented foods, and introduce new products and flavors each month. Millennials in [particular](https://www.millennialmarketing.com/2012/06/millennials-are-literally-the-tastemakers-in-food/) like to discover unusual foods, and new fermentation trends are continually popping up. A recent example is koji fermentation, which uses a specific bacteria to produce things like [vegan charcuterie](https://medium.com/tenderlymag/koji-is-the-ingredient-vegan-charcuterie-needs-7263d09f1910) -- and the trend is soaring. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/koji-1024x592.png) ***Source: Google Trends*** You could also provide kits for consumers to make fermented products themselves. Google search volume is high, according to Keywords Everywhere: - “Kimchi recipe”: **135k** searches/month - “Kefir grains”: **27.1k** - “Cheesemaking”: **12.1k** - “Kombucha kit”: **6.6k** - “Tempeh starter”: **4.4k** - “Yogurt starter”: **1.6k** ### Leave a Comment #### Shân Osborn ###### Blog posts ## Related Articles. 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