Do We Know Who Drinks Kombucha and Why? A Systematic Scoping Review of Sensory Research, Consumer Choice and Market Adoption

The kombucha sensory and consumer evidence base has diversified substantially since the methodological concerns raised by Kim and Adhikari in 2020. This systematic scoping review and maturity audit examines how the field has evolved from sensory product testing towards evidence on consumer choice and market adoption. Searches in Web of Science and Scopus identified 372 unique records, and the substantive synthesis was based on full-text reports from 130 core studies. The literature shows clear progress in beverage formulation and sensory methodology, including trained panels, descriptive methods, temporal techniques, emotion measurement and consumer testing. However, most studies still focus on how fermentation conditions, substrates and ingredients affect acidity, sweetness, aroma, flavour and liking. Chemical and sensory outcomes are commonly measured together, but direct links between composition and human perception remain rare. Functional improvements also do not automatically increase acceptance: in some studies, bioactive or antioxidant endpoints improved with longer fermentation while sensory acceptance peaked earlier. Consumer and market studies indicate that health and naturalness may encourage initial interest, but flavour, sugar content, price, familiarity, labelling and regulation shape product choice. Evidence on observed purchasing, repeat consumption and retention is virtually absent. Kombucha research has therefore advanced further in optimising beverages than in explaining how consumers value, choose and continue to purchase them.