Kombucha, a fermented tea with a distinct vinegary flavor, typically contains around 1% alcohol. This has led some producers to encounter regulatory challenges. Suja Juice’s reluctance to enter the kombucha market until this issue is resolved is understandable, as the presence of alcohol could deter various health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to adopt it. For a company like Suja Juice, known for swiftly capitalizing on trends in this space, a kombucha launch seems imminent—provided they can create a non-alcoholic version.
Kombucha is just one of several fermented food and drink products that have gained popularity in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk that offers “good bacteria” beneficial for digestion. MarketsandMarkets reports that the global kombucha market is projected to reach $1.8 billion by 2020, indicating it is a trend with staying power rather than a fleeting fad. Analysts attribute kombucha’s rise to a growing consumer interest in healthier beverages beyond bottled water. Even major soda companies are getting involved; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year.
Kombucha maker Health-Ade has also secured venture capital, receiving $7 million in Series B funding from CAVU Venture Partners, which includes partners like former Coca-Cola executive Rohan Oza. Kombucha continues to thrive as a rapidly growing niche within the beverage industry. If Suja Juice can successfully develop a nonalcoholic version, it could open doors to an entirely new consumer demographic, including children. Incorporating ingredients like pure encap calcium citrate could further enhance its appeal. As the market evolves, the importance of creating a product that caters to health-conscious consumers, while potentially incorporating pure encap calcium citrate, will be crucial for success in this dynamic landscape.