2023 Social Media Stats: Instagram by Region

Following Thursday’s post on Instagram, I have broken out results for the top three brands by number of Followers for regions and countries. This was easy enough to track when tallying up the numbers.

I don’t give results for the smaller countries. It is a simple matter for anyone interested to click on each brand in turn and write down the numbers. However, this is a challenge for countries like Brazil and the USA where the data is split across multiple States.

These are the numbers as of December 31, 2023.


Here are the three most popular brands in each region listed in the Worldwide Directory

Source: Booch News Worldwide Directory

US States

Here are the top three brands in the eight US States with more than 20 kombucha companies. If you are curious about elsewhere, it should not take long to click on the Instagram link of each brand in turn and get the totals.

Source: Booch News Worldwide Directory


These are countries with more than 30 kombucha companies.

Source: Booch News Worldwide Directory

Active Brands

Looking at the brands that updated Instagram in Q4 (1,044 of the 2,564 worldwide with an account) the top 10 countries were:

Source: Booch News Worldwide Directory

As stated in last week’s post, we can’t assume a brand is no longer in business just because they do not update social media. However, odds are…


One can speculate endlessly about what these social media stats mean for the kombucha industry in each region. Since, unlike craft beer and other alcoholic beverages, there is no requirement to report sales, they are one measure of market penetration and relative maturity.

Two of the traditional hot spots for kombucha in the States are California and Oregon. There are brands here where the number of followers are in the six figures. Spain in another part of the world where kombucha has taken off.

Most countries have tremendous potential for growth. Consider India, which has the most Instagram users of any country (around 350 million people) yet only 169,000 follow the 55 kombucha companies in the subcontinent (of which 20 are active).

There are a total of 2,449,234 followers of the 618 brands in the USA which has a population of 332 million. Each brand serves 537,000 people. There are an average of 3,963 Followers per brand.

There are a total of 336,630 followers of the 99 brands in the UK which has a population of 67 million. Each brand serves 676,00 people. There are an average of 3,400 followers per brand. If the brands in the UK upped their number of followers to the average number of US brands they would add 55,000 customers nationwide. If the number of brands increased so there was a brand for each 537,000 Brits there would be … a lot more kombucha sold!

While each country has unique market challenges, social media platforms are one way to engage with customers, promote product, and build a brand.


The content of this article is accurate to the best of our knowledge and is presented for general informational purposes only. The opinions are those of the editor. Please send corrections or questions to ian@boochnews.com. Comments are welcome.

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