2025 Social Media Stats: Instagram
This is the eighth annual report on the social media statistics of leading kombucha brands.
At the end of 2018, we published an initial, informal survey of kombucha brands’ social media presence. At the time, we reviewed the stats on the number of posts, followers, and likes on Twitter, Facebook, and Instagram for a small group of 140 brands.
The 2019 survey selected the top 20 brands 1,400 listed at the time in the Booch News Worldwide Directory. In 2020, the survey covered over 1,700 brands. By the time of the 2021 survey, the number of kombucha brands worldwide had grown to over 2,000. By December 2022, we were tracking 2,629 brands. By 2023, we tracked 2,688. At the end of 2024, we tracked 2,680 brands. Now, at the end of 2025, we track 2,858, all but 274 of which have an Instagram account.
The most active social media platform in terms of posts and comments is, as always, Instagram.
There are a total of 2,584 brands with an Instagram account — 90% of all kombucha companies worldwide. However, of these, 1,267 have not posted an update in the past year — there’s a good chance they are no longer in business, but some might just be too busy brewing ‘booch to mess with social media! The Worldwide Directory is an archival list, and many companies might have closed but still have a social media footprint. In this case, we continue to list them.
Only 1,033 companies posted updates to Instagram in Q4 2025, 118 more than in Q4 2024.
Posts
The number of posts by account clearly shows that the vast majority of brands (62%) have shared fewer than 250 posts. At the other end of the scale, only 19 brands have more than 3,000 posts (including non-pure-play brands such as Deliciously Ella). Booch News is one of the select 426 brands worldwide that have added more than 600 posts to their Instagram!
It’s safe to assume that leading brands employ dedicated social media managers to manage their Instagram accounts. And they’ve been very busy in 2025. This table shows the change for the brands with the most posts.
Some brands posted an average of one update a day. Some post twice a day. Look at their feeds, and you’ll see these are not just casual shots of a bottle of ‘booch on the beach. They employ art directors, photographers, and writers who keep their tens of thousands of followers informed and entertained.
A few brands were static with no 2025 activity, and one (Harvest Roots) seemed to have deleted some posts over the course of the year.
Again, FWIW, there are now 895,793 posts in the accounts we list, with 66,890 added over the year, a 57% increase in the number of kombucha-themed posts to Instagram compared to 2024. This means 190 new pictures a day are being added by all kombucha brands worldwide!
2025 Leader Board
Here are the leading ‘pure-play’ kombucha brands ranked by the number of Followers. We’ve left out companies such as Suja Organic, Flax & Kale, and Rude Health, which make many other products besides ‘booch that attract Instagram Followers.
The right column shows the ranking from a year ago.
In terms of the number of Followers, GTs is the perennial leader, as you’d expect from the brand that created the category.
Over half are located outside the USA. There are six brands from Brazil, two from Spain, and brands from Australia, Chile, France, and South Africa.
It’s instructive to take a look at some of the new arrivals. For example, French brand Ciao Kombucha has only been posting since May 2025. They follow just three accounts, yet have attracted 151k Followers. Many, such as @lulu66_prv, have zero posts. Could these all be legit? Take a look and decide for yourself. (This account was not included in the following tables.)
Only two percent of brands have more than 10,000 Followers. In fact, only six percent have more than 5,000. Thirteen percent have between 1,000 and 5,000, as is the case with my Booch News Instagram, which has 3,349. The majority (42%) have less than 1,000.
The Booch News Worldwide Directory lists all brands, with links to their websites and social media sites.
Year-over-Year
Comparing the 2024 numbers to today’s shows several trends.
This table highlights the percent increase (or decrease) in the number of Followers of the Top 20 leaders.
There is no strict correlation between the number of posts and the number of Followers added. K-Häppy posted over 200 times and dropped some Followers. Mūn posted under 100 updates and added 5.5k Followers.
Social media slowdown?
Putting aside France’s Ciao Kombucha (above), Pi Kombucha Tropical, located outside of Rio de Janeiro, is the clear winner in absolute number of seemingly legit new Followers, adding over 40,000 in 2025. Previous records include the 74,800 Humm added in 2020, and the 71,781 Komvida added in 2021. As the market leader, GT’s added over 20,000 annually for 2020-2022. Back in 2019, they added 68,000 new people, while in 2024, they added just 9,914. This year, the number sank to a mere 1,533.
This plateau in new Follower growth is typical of industry leaders. While it might not be significant in terms of sales (which we cannot know since no brands report unit volume), it might reflect a shifting demographic and indicate greater mainstream acceptance of kombucha in regions such as California. Perhaps the number of brand evangelists drinking ‘booch who are motivated to become fans on social media is a finite universe. People who buy the drink, as a matter of course, might not follow a brand any more than they would other staples.
On the other hand…things are looking up
While some global leaders might be plateauing, the majority of smaller brands worldwide seem to be growing their social media. In 2023, the brands in the Worldwide Directory added just over 2.5 million Followers. In 2024, this dropped dramatically, with only 850,000 new Followers added, bringing the total to 10,598,221 worldwide. In 2025, there has been a strong recovery, with 4,039,550 new Followers added, bringing the total to 14,637,771 Followers across all commercial brands worldwide.
Regionally, Europe leads with 5.9 million Followers, followed by North America with 3.8 million, Latin America with 2.8 million, and Asia/APAC with 1.8 million. This, of course, might reflect the relative popularity of the social media platform in different countries, as much as the number of ‘booch fans!
It’s interesting to see that four brands experienced a decrease in the number of Followers in 2024. This might be due to the proactive pruning of ‘fake followers’ — there are several free tools that give insight into Instagram audience quality. This article recommends steps brands should take to remove suspicious followers. Est-ce que vous écoutez, Ciao?
Disclaimer
The content of this article is accurate to the best of our knowledge and is presented for general informational purposes only. Data is current as of Dec 20, 2025, and was sourced from the Booch News Instagram Analysis and Worldwide Directory. The opinions are those of the editor. Please send corrections or questions to ian@boochnews.com. Comments are welcome.
