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Background
Kombucha sits within the fast-growing segment of functional drinks, which is gradually moving from specialized health food stores straight onto supermarket shelves and the menus of specialty cafés.
Prager's is an established European kombucha producer. Although it's a smaller brand, Prager's is backed by strong distribution and production capabilities. Over the past year it has grown significantly, helped in part by getting listed in the Billa retail chain and on the online supermarket Rohlik.
The brand is available across several EU countries, and as of March 2026, also in Switzerland.
As its retail position solidified, a natural question followed: how do you accelerate that growth even further?
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Pain Point
Prager's felt the market was ready for a major brand campaign. They had a strong retail presence, secured distribution, and healthy confidence backed by rising sales. But they were missing the most important piece: deciding which message to reach the wider public with.
They needed answers to a few key questions:
- How do people actually perceive kombucha, and where is the category anchored in their minds?
- Does it make sense to expand the whole category, or to focus on growing within it?
- Is it better to communicate kombucha as a healthier tea lemonade, or as a delicious and health-boosting drink?
Rather than diving into the campaign blindly, they turned to Behavio for a detailed needs analysis to map out the entire category.
"Thanks to Behavio's research, we know what to focus on to reach the widest possible audience."
Behavio's Insight
The research showed there's plenty of room to grow.
Classic lemonades are bought by 89% of people, healthier ones by a fifth of respondents (21%), and kombucha itself by 17%.
It also confirmed that kombucha is still uncharted territory for many: 40% of people have heard of it but never tried it, and a fifth don't know it at all.
The key finding lay in the gap between what people want from the category and what they actually associate with kombucha.
When buying healthy lemonades, the single most important factor is great taste, followed closely by health benefits and clean ingredients. And taste is exactly where kombucha is weakest: only 36% of people see it as a tasty drink.
On health benefits and natural ingredients, though, kombucha is strong (68% associate it with natural ingredients, 54% with vitamins and minerals).
In other words, people believe kombucha it's healthy, they just aren't convinced that it's good. And because taste decides the purchase, that's the barrier holding back wider adoption.
Outcome
Prager's could now build its new campaign on a concrete, data-backed message that will resonate with people.
The communication no longer needs to argue that kombucha is healthy. People already know that. Thanks to Behavio, the team knows the job is to show customers that above all, kombucha is genuinely delicious.
And that's exactly the kind of data you want before launching a major brand campaign.
