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 understandable, as the presence of alcohol could deter various health-conscious consumer groups. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households are yet to embrace it fully. For a company like Suja Juice, known for quickly capitalizing on emerging trends, a kombucha launch seems imminent—provided they can formulate a non-alcoholic variant.
Kombucha is just one of several fermented food and beverage products that have gained significant popularity in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which are rich in “good bacteria” that can support digestive health. 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 fad. Analysts attribute kombucha’s rise in popularity to an increasing demand for healthier beverage options beyond bottled water.
Even major players in the soft drink industry are entering this space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year. Health-Ade, another kombucha brand, has also attracted substantial venture capital, securing $7 million in Series B funding from CAVU Venture Partners, a firm whose partners include former Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to expand as a rapidly growing niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic version, it could tap into a new consumer segment, including children. Additionally, incorporating health-promoting ingredients like calcium citrate and vitamin D could further enhance its appeal. With the right formulation, Suja Juice could attract a broader audience, benefiting from the ongoing interest in health-focused beverages, especially those that can provide essential nutrients like calcium citrate and vitamin D, while also maintaining the unique qualities that make kombucha popular.