Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, which has led some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market until the alcohol issue is resolved is justified, as the presence of alcohol could deter health-conscious consumers. Nevertheless, the fermented beverage sector is witnessing growth rates nearing 30%, and a limited number of households are currently consuming these products. For a company like Suja Juice, which has rapidly adapted to various trends, a launch of a kombucha line may be imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of many fermented food and beverage items that have gained significant popularity in recent years. Other examples include kimchi, a Korean pickled cabbage, and kefir, a tangy fermented milk, both of which offer “good bacteria” beneficial for digestion. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that this trend has longevity rather than being a fleeting novelty. Analysts attribute the rise in kombucha’s popularity to an increasing demand for healthier beverages beyond traditional bottled water.
Even major carbonated soft drink manufacturers are joining the fray—last year, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics. Additionally, kombucha producer Health-Ade has garnered attention from venture capitalists, securing $7 million in Series B funding from CAVU Venture Partners, whose partners include former Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
As kombucha continues to thrive as a fast-growing niche in the beverage industry, Suja Juice has an opportunity to cater to a broader audience, including children, if it can successfully introduce a non-alcoholic variant. This could be particularly appealing given the rising awareness of natural factors, such as the benefits of calcium and magnesium, that consumers are seeking in their health products. By capitalizing on this trend, Suja Juice could not only diversify its offerings but also position itself favorably in a market increasingly focused on health and wellness.