Kombucha Market Analysis North America,Europe,APAC,Middle East and Africa,South America - US,China,Japan,Germany,UK - Size and Forecast 2023-2027

Published: Oct 2023 Pages: 158 SKU: IRTNTR41084

Kombucha Market Forecast 2023-2027

The kombucha market size is forecast to increase by USD 46.93 billion between 2022 and 2027, accelerating at a CAGR of 20.9%. In 2017, the US held the largest share, projecting an annual revenue of USD 3.77 billion. The size, historical size (2017-2021), and forecasts are provided in this report on the basis of value (USD billion) for all the segments.

What will be the Size of the Kombucha Market During the Forecast Period?

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Key Driver

The health benefits are driving the growth of the market worldwide. Proteins and saccharides found aid in a healthy digestive tract and further boost its effectiveness. It also helps in cancer and diabetes prevention. These products aid in the removal of toxins and increase vitality. Here are some ways that iron benefits the body by increasing blood hemoglobin levels, enhancing tissue oxygen delivery, and cellular energy stimulation. Thus they are likely to have a positive impact on the growth of the global market in focus during the forecast period.

Major Segment

The organic segment will be the leading segment, that is most likely to dominate the growth - The organic segment was the largest and was valued at  USD 9.89 billion in 2017. Nowadays, the majority of knowledgeable consumers are searching for organic products due to growing awareness of the detrimental effects that synthetic products have on human health and the environment. Organic items are thought to be safer and healthier by consumers. As a result of the lack of artificial fertilizers and pesticides, organic products is frequently seen as a superior choice for gut health. For products that satisfy US Department of Agriculture (USDA) requirements, the majority of products utilize organic labeling. 

Market  - Revenue Share by Type Segment, 2017-2027   

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North America Holds a Prominent Position in the Market

North America is estimated to contribute 34% to the growth of the global market during the forecast period. In North America, the popularity of these products is also rising in the area due to the existence of these products Brewers International, an American trade association for tea brewers. The product is becoming more and more popular thanks to the variety of retail locations that offer it, including convenience stores, grocery stores, and health food stores in the US and Canada. These stores enable planned and impulsive buying of goods. Popular in the area are players like Health-ade. An increasing number of consumers looking forward to functional foods and beverages will boost the demand for these products during the forecast period

Market Size, By Region, Global, 2017-2027

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 Kombucha Market Companies Overview

The Market is fragmented in nature. The research report also includes detailed analyses of the competitive landscape of the market and information about 15 companies, including:

Asheville Kombucha Mamas LLC, Brew Dr. Kombucha, GTs Living Foods, Health Ade LLC, Holy Kombucha Inc., Humm Kombucha LLC, K95 Foods Pvt Ltd., Kosmic Kombucha, LIVE Soda LLC, Margaret River Kombucha Co. Pty Ltd., NessAlla Kombucha, PepsiCo Inc., Rauch Fruchtsafte GmbH and Co OG, Remedy Drinks Pty Ltd, Rowdy Mermaid Kombucha, Slades Beverages, SOMA Kombucha, Suja Life LLC, The Coca Cola Co., and The Hain Celestial Group Inc.

Segment Overview

The report forecasts market growth and forecasting by revenue at global, regional & country levels and provides trends and analysis and growth opportunities from 2017 - 2021.

  • Type Outlook (USD Billion, 2017 - 2027)
    • Organic
    • Non-organic
  • Distribution Channel Outlook (USD Billion, 2017 - 2027)
    • Offline
    • Online
  • Geography Outlook (USD Billion, 2017 - 2027)
    • North America
      • The U.S.
      • Canada
    • Europe
      • The U.K.
      • Germany
      • France
      • Rest of Europe
    • APAC
      • China
      • India
    • South America
      • Chile
      • Argentina
      • Brazil
    • Middle East & Africa
      • Saudi Arabia
      • South Africa
      • Rest of the Middle East & Africa

Market Analyst Overview

The Market is driven by consumer focus on health & wellbeing, leading to increased product acceptance of gut-friendly beverages like kombucha. With its potential benefits for the immune system and weight loss, it is gaining popularity, influencing the frequency of consumption and shaping the fermented beverage market. Brands like WonderBrew and Equinox Kombucha are prominent players, contributing to rising sales figures and establishing a strong online presence in response to changing consumer behavior, including the shift towards direct-to-home orders and the growth of the e-commerce segment.

The market is influenced by government guidelines and workplace safety measures, especially during lockdowns, impacting consumer behavior and distribution channels. As consumers seek zero-sugar shelf-stable products, regulatory bodies like the United States Food and Drug Administration (FDA) play a crucial role in setting standards. Consumer research emphasizes the importance of probiotics and authenticity is driving demand for gut-friendly beverages over conventional options, leading to innovation in exotic flavors and hard kombucha targeting the adult beverages market. This market spans the off-trade segment, including supermarkets, health stores, and online retailers, offering a range of products with innovative flavors and personalized beverage options, catering to mindful mixers seeking lighter and healthier alternatives like green tea-based kombucha.

Market Scope

Report Coverage

Details

Page number

158

Base year

2022

Historic period

2017 - 2021

Forecast period

2023-2027

Growth momentum & CAGR

Accelerate at a CAGR of 20.9%

Market growth 2023-2027

USD 46.93  Billion

Market structure

Fragmented

YoY growth 2022-2023(%)

19.15

Regional analysis

North America, Europe, APAC, Middle East and Africa, and South America

Performing market contribution

North America at 34%

Key countries

US, China, Japan, Germany, and UK

Competitive landscape

 Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks

Key companies profiled

Asheville Kombucha Mamas LLC, Brew Dr. Kombucha, GTs Living Foods, Health Ade LLC, Holy Kombucha Inc., Humm Kombucha LLC, K95 Foods Pvt Ltd., Kosmic Kombucha, LIVE Soda LLC, Margaret River Kombucha Co. Pty Ltd., NessAlla Kombucha, PepsiCo Inc., Rauch Fruchtsafte GmbH and Co OG, Remedy Drinks Pty Ltd, Rowdy Mermaid Kombucha, Slades Beverages, SOMA Kombucha, Suja Life LLC, The Coca Cola Co., and The Hain Celestial Group Inc.

Market dynamics

Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market growth analysis for forecast period.

Customization purview

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What are the Key Data Covered in this Market Research Report?

  • CAGR of the market forecast during the forecast period
  • Detailed information on factors that will drive the growth of the market between 2023 and 2027
  • Precise estimation of the size of the market  size and its contribution of the market in focus to the parent market
  • Accurate predictions about market growth and trends and changes in consumer behaviour
  • Growth of the market industry across North America, Europe, APAC, Middle East and Africa, and South America
  • Thorough analysis of the market's competitive landscape and detailed information about companies
  • Comprehensive market analysis and report on the factors that will challenge the growth of market companies

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1 Executive Summary

  • 1.1 Market overview
    • Exhibit 01: Executive Summary – Chart on Market Overview
    • Exhibit 02: Executive Summary – Data Table on Market Overview
    • Exhibit 03: Executive Summary – Chart on Global Market Characteristics
    • Exhibit 04: Executive Summary – Chart on Market by Geography
    • Exhibit 05: Executive Summary – Chart on Market Segmentation by Type
    • Exhibit 06: Executive Summary – Chart on Market Segmentation by Distribution Channel
    • Exhibit 07: Executive Summary – Chart on Incremental Growth
    • Exhibit 08: Executive Summary – Data Table on Incremental Growth
    • Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

  • 2.1 Market ecosystem
    • Exhibit 10: Parent market
    • Exhibit 11: Market Characteristics

3 Market Sizing

  • 3.1 Market definition
    • Exhibit 12: Offerings of vendors included in the market definition
  • 3.2 Market segment analysis
    • Exhibit 13: Market segments
  • 3.3 Market size 2022
    • 3.4 Market outlook: Forecast for 2022-2027
      • Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
      • Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

    4 Historic Market Size

    • 4.1 Global kombucha market 2017 - 2021
      • Exhibit 18: Historic Market Size – Data Table on global kombucha market 2017 - 2021 ($ billion)
    • 4.2 Type Segment Analysis 2017 - 2021
      • Exhibit 19: Historic Market Size – Type Segment 2017 - 2021 ($ billion)
    • 4.3 Distribution Channel Segment Analysis 2017 - 2021
      • Exhibit 20: Historic Market Size – Distribution Channel Segment 2017 - 2021 ($ billion)
    • 4.4 Geography Segment Analysis 2017 - 2021
      • Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 ($ billion)
    • 4.5 Country Segment Analysis 2017 - 2021
      • Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)

    5 Five Forces Analysis

    • 5.1 Five forces summary
      • Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
    • 5.2 Bargaining power of buyers
      • Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
    • 5.3 Bargaining power of suppliers
      • Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
    • 5.4 Threat of new entrants
      • Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
    • 5.5 Threat of substitutes
      • Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
    • 5.6 Threat of rivalry
      • Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
    • 5.7 Market condition
      • Exhibit 29: Chart on Market condition - Five forces 2022 and 2027

    6 Market Segmentation by Type

    • 6.1 Market segments
      • Exhibit 30: Chart on Type - Market share 2022-2027 (%)
      • Exhibit 31: Data Table on Type - Market share 2022-2027 (%)
    • 6.2 Comparison by Type
      • Exhibit 32: Chart on Comparison by Type
      • Exhibit 33: Data Table on Comparison by Type
    • 6.3 Organic - Market size and forecast 2022-2027
      • Exhibit 34: Chart on Organic - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 35: Data Table on Organic - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 36: Chart on Organic - Year-over-year growth 2022-2027 (%)
      • Exhibit 37: Data Table on Organic - Year-over-year growth 2022-2027 (%)
    • 6.4 Non-organic - Market size and forecast 2022-2027
      • Exhibit 38: Chart on Non-organic - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 39: Data Table on Non-organic - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 40: Chart on Non-organic - Year-over-year growth 2022-2027 (%)
      • Exhibit 41: Data Table on Non-organic - Year-over-year growth 2022-2027 (%)
    • 6.5 Market opportunity by Type
      • Exhibit 42: Market opportunity by Type ($ billion)
      • Exhibit 43: Data Table on Market opportunity by Type ($ billion)

    7 Market Segmentation by Distribution Channel

    • 7.1 Market segments
      • Exhibit 44: Chart on Distribution Channel - Market share 2022-2027 (%)
      • Exhibit 45: Data Table on Distribution Channel - Market share 2022-2027 (%)
    • 7.2 Comparison by Distribution Channel
      • Exhibit 46: Chart on Comparison by Distribution Channel
      • Exhibit 47: Data Table on Comparison by Distribution Channel
    • 7.3 Offline - Market size and forecast 2022-2027
      • Exhibit 48: Chart on Offline - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 49: Data Table on Offline - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 50: Chart on Offline - Year-over-year growth 2022-2027 (%)
      • Exhibit 51: Data Table on Offline - Year-over-year growth 2022-2027 (%)
    • 7.4 Online - Market size and forecast 2022-2027
      • Exhibit 52: Chart on Online - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 53: Data Table on Online - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 54: Chart on Online - Year-over-year growth 2022-2027 (%)
      • Exhibit 55: Data Table on Online - Year-over-year growth 2022-2027 (%)
    • 7.5 Market opportunity by Distribution Channel
      • Exhibit 56: Market opportunity by Distribution Channel ($ billion)
      • Exhibit 57: Data Table on Market opportunity by Distribution Channel ($ billion)

    8 Customer Landscape

    • 8.1 Customer landscape overview
      • Exhibit 58: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

    9 Geographic Landscape

    • 9.1 Geographic segmentation
      • Exhibit 59: Chart on Market share by geography 2022-2027 (%)
      • Exhibit 60: Data Table on Market share by geography 2022-2027 (%)
    • 9.2 Geographic comparison
      • Exhibit 61: Chart on Geographic comparison
      • Exhibit 62: Data Table on Geographic comparison
    • 9.3 North America - Market size and forecast 2022-2027
      • Exhibit 63: Chart on North America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 64: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 65: Chart on North America - Year-over-year growth 2022-2027 (%)
      • Exhibit 66: Data Table on North America - Year-over-year growth 2022-2027 (%)
    • 9.4 Europe - Market size and forecast 2022-2027
      • Exhibit 67: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 68: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 69: Chart on Europe - Year-over-year growth 2022-2027 (%)
      • Exhibit 70: Data Table on Europe - Year-over-year growth 2022-2027 (%)
    • 9.5 APAC - Market size and forecast 2022-2027
      • Exhibit 71: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 72: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 73: Chart on APAC - Year-over-year growth 2022-2027 (%)
      • Exhibit 74: Data Table on APAC - Year-over-year growth 2022-2027 (%)
    • 9.6 Middle East and Africa - Market size and forecast 2022-2027
      • Exhibit 75: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 76: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 77: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
      • Exhibit 78: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
    • 9.7 South America - Market size and forecast 2022-2027
      • Exhibit 79: Chart on South America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 80: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 81: Chart on South America - Year-over-year growth 2022-2027 (%)
      • Exhibit 82: Data Table on South America - Year-over-year growth 2022-2027 (%)
    • 9.8 US - Market size and forecast 2022-2027
      • Exhibit 83: Chart on US - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 84: Data Table on US - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 85: Chart on US - Year-over-year growth 2022-2027 (%)
      • Exhibit 86: Data Table on US - Year-over-year growth 2022-2027 (%)
    • 9.9 Germany - Market size and forecast 2022-2027
      • Exhibit 87: Chart on Germany - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 88: Data Table on Germany - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 89: Chart on Germany - Year-over-year growth 2022-2027 (%)
      • Exhibit 90: Data Table on Germany - Year-over-year growth 2022-2027 (%)
    • 9.10 China - Market size and forecast 2022-2027
      • Exhibit 91: Chart on China - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 92: Data Table on China - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 93: Chart on China - Year-over-year growth 2022-2027 (%)
      • Exhibit 94: Data Table on China - Year-over-year growth 2022-2027 (%)
    • 9.11 UK - Market size and forecast 2022-2027
      • Exhibit 95: Chart on UK - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 96: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 97: Chart on UK - Year-over-year growth 2022-2027 (%)
      • Exhibit 98: Data Table on UK - Year-over-year growth 2022-2027 (%)
    • 9.12 Japan - Market size and forecast 2022-2027
      • Exhibit 99: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 100: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 101: Chart on Japan - Year-over-year growth 2022-2027 (%)
      • Exhibit 102: Data Table on Japan - Year-over-year growth 2022-2027 (%)
    • 9.13 Market opportunity by geography
      • Exhibit 103: Market opportunity by geography ($ billion)
      • Exhibit 104: Data Tables on Market opportunity by geography ($ billion)

    10 Drivers, Challenges, and Trends

    • 10.1 Market drivers
      • 10.2 Market challenges
        • 10.3 Impact of drivers and challenges
          • Exhibit 105: Impact of drivers and challenges in 2022 and 2027
        • 10.4 Market trends

          11 Vendor Landscape

          • 11.1 Overview
            • 11.2 Vendor landscape
              • Exhibit 106: Overview on Criticality of inputs and Factors of differentiation
            • 11.3 Landscape disruption
              • Exhibit 107: Overview on factors of disruption
            • 11.4 Industry risks
              • Exhibit 108: Impact of key risks on business

            12 Vendor Analysis

            • 12.1 Vendors covered
              • Exhibit 109: Vendors covered
            • 12.2 Market positioning of vendors
              • Exhibit 110: Matrix on vendor position and classification
            • 12.3 Asheville Kombucha Mamas LLC
              • Exhibit 111: Asheville Kombucha Mamas LLC - Overview
              • Exhibit 112: Asheville Kombucha Mamas LLC - Product / Service
              • Exhibit 113: Asheville Kombucha Mamas LLC - Key offerings
            • 12.4 Brew Dr. Kombucha
              • Exhibit 114: Brew Dr. Kombucha - Overview
              • Exhibit 115: Brew Dr. Kombucha - Product / Service
              • Exhibit 116: Brew Dr. Kombucha - Key offerings
            • 12.5 GTs Living Foods
              • Exhibit 117: GTs Living Foods - Overview
              • Exhibit 118: GTs Living Foods - Product / Service
              • Exhibit 119: GTs Living Foods - Key offerings
            • 12.6 Health Ade LLC
              • Exhibit 120: Health Ade LLC - Overview
              • Exhibit 121: Health Ade LLC - Product / Service
              • Exhibit 122: Health Ade LLC - Key offerings
            • 12.7 Holy Kombucha Inc.
              • Exhibit 123: Holy Kombucha Inc. - Overview
              • Exhibit 124: Holy Kombucha Inc. - Product / Service
              • Exhibit 125: Holy Kombucha Inc. - Key offerings
            • 12.8 Humm Kombucha LLC
              • Exhibit 126: Humm Kombucha LLC - Overview
              • Exhibit 127: Humm Kombucha LLC - Product / Service
              • Exhibit 128: Humm Kombucha LLC - Key offerings
            • 12.9 Kosmic Kombucha
              • Exhibit 129: Kosmic Kombucha - Overview
              • Exhibit 130: Kosmic Kombucha - Product / Service
              • Exhibit 131: Kosmic Kombucha - Key offerings
            • 12.10 LIVE Soda LLC
              • Exhibit 132: LIVE Soda LLC - Overview
              • Exhibit 133: LIVE Soda LLC - Product / Service
              • Exhibit 134: LIVE Soda LLC - Key offerings
            • 12.11 Margaret River Kombucha Co. Pty Ltd.
              • Exhibit 135: Margaret River Kombucha Co. Pty Ltd. - Overview
              • Exhibit 136: Margaret River Kombucha Co. Pty Ltd. - Product / Service
              • Exhibit 137: Margaret River Kombucha Co. Pty Ltd. - Key offerings
            • 12.12 NessAlla Kombucha
              • Exhibit 138: NessAlla Kombucha - Overview
              • Exhibit 139: NessAlla Kombucha - Product / Service
              • Exhibit 140: NessAlla Kombucha - Key offerings
            • 12.13 PepsiCo Inc.
              • Exhibit 141: PepsiCo Inc. - Overview
              • Exhibit 142: PepsiCo Inc. - Business segments
              • Exhibit 143: PepsiCo Inc. - Key news
              • Exhibit 144: PepsiCo Inc. - Key offerings
              • Exhibit 145: PepsiCo Inc. - Segment focus
            • 12.14 Rowdy Mermaid Kombucha
              • Exhibit 146: Rowdy Mermaid Kombucha - Overview
              • Exhibit 147: Rowdy Mermaid Kombucha - Product / Service
              • Exhibit 148: Rowdy Mermaid Kombucha - Key offerings
            • 12.15 SOMA Kombucha
              • Exhibit 149: SOMA Kombucha - Overview
              • Exhibit 150: SOMA Kombucha - Product / Service
              • Exhibit 151: SOMA Kombucha - Key offerings
            • 12.16 Suja Life LLC
              • Exhibit 152: Suja Life LLC - Overview
              • Exhibit 153: Suja Life LLC - Product / Service
              • Exhibit 154: Suja Life LLC - Key offerings
            • 12.17 The Hain Celestial Group Inc.
              • Exhibit 155: The Hain Celestial Group Inc. - Overview
              • Exhibit 156: The Hain Celestial Group Inc. - Business segments
              • Exhibit 157: The Hain Celestial Group Inc. - Key news
              • Exhibit 158: The Hain Celestial Group Inc. - Key offerings
              • Exhibit 159: The Hain Celestial Group Inc. - Segment focus

            13 Appendix

            • 13.1 Scope of the report
              • 13.2 Inclusions and exclusions checklist
                • Exhibit 160: Inclusions checklist
                • Exhibit 161: Exclusions checklist
              • 13.3 Currency conversion rates for US$
                • Exhibit 162: Currency conversion rates for US$
              • 13.4 Research methodology
                • Exhibit 163: Research methodology
                • Exhibit 164: Validation techniques employed for market sizing
                • Exhibit 165: Information sources
              • 13.5 List of abbreviations
                • Exhibit 166: List of abbreviations

              Research Framework

              Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

              INFORMATION SOURCES

              Primary sources

              • Manufacturers and suppliers
              • Channel partners
              • Industry experts
              • Strategic decision makers

              Secondary sources

              • Industry journals and periodicals
              • Government data
              • Financial reports of key industry players
              • Historical data
              • Press releases

              DATA ANALYSIS

              Data Synthesis

              • Collation of data
              • Estimation of key figures
              • Analysis of derived insights

              Data Validation

              • Triangulation with data models
              • Reference against proprietary databases
              • Corroboration with industry experts

              REPORT WRITING

              Qualitative

              • Market drivers
              • Market challenges
              • Market trends
              • Five forces analysis

              Quantitative

              • Market size and forecast
              • Market segmentation
              • Geographical insights
              • Competitive landscape

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              Key Questions Answered

              • What are the key global market and the regional market share?
              • What are the revenue-generating key market segments?
              • What are the key factors driving and challenging this market’s growth?
              • Who are the key market vendors and their growth strategies?
              • What are the latest trends influencing the growth of this market?
              • What are the variables influencing the market growth in the primary regions?
              • What are the factors influencing the growth of the parent market?

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