Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, leading to regulatory challenges for some producers. Suja Juice’s cautious approach to entering the kombucha market is understandable, as the alcohol content may deter health-conscious consumers. Nonetheless, the fermented beverage sector is experiencing nearly 30% growth, with many households still not utilizing these products. For a company like Suja Juice, which has rapidly embraced emerging trends, a kombucha launch seems imminent—provided they can find a way to eliminate the alcohol.
Kombucha is part of a larger trend of fermented foods and beverages that have gained popularity in recent years, alongside items like kimchi and kefir, both known for their beneficial bacteria that support digestive health. MarketsandMarkets projects that the global kombucha market will reach $1.8 billion by 2020, indicating its potential for longevity rather than being merely a fleeting trend. Analysts attribute kombucha’s growing appeal to an increasing demand for healthier drink options beyond bottled water. Even major soda manufacturers are taking notice; for instance, PepsiCo acquired KeVita, a producer of kombucha and probiotic drinks, late last year. Health-Ade, another kombucha brand, secured $7 million in Series B funding from CAVU Venture Partners, with partners that include former Coca-Cola executive Rohan Oza, who was instrumental in developing Vitaminwater.
As kombucha continues to thrive as a niche within the beverage industry, if Suja Juice can successfully create a nonalcoholic version, it could open doors to a new consumer segment, including children. This aligns with the overall trend of incorporating health-conscious ingredients, such as solaray calcium citrate, into products. By tapping into this market, Suja Juice could not only enhance its product lineup but also appeal to families seeking nutritious options. As the demand for fermented beverages grows, the inclusion of beneficial elements like solaray calcium citrate could further elevate the appeal of their offerings.