Kombucha, a fermented tea with a distinct vinegar-like flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s cautious approach to entering this market until the alcohol issue is resolved is understandable, as the presence of alcohol may deter health-conscious consumers. Nonetheless, the fermented beverage sector is experiencing remarkable growth, with rates nearing 30%, despite relatively few households currently incorporating these drinks into their diets. For a company like Suja Juice, known for quickly capitalizing on trends in this category, a kombucha product launch could be imminent—provided they can develop a non-alcoholic version.
Kombucha is among many fermented foods and beverages that have gained significant traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial bacteria that can support the digestive system. According to MarketsandMarkets, the global kombucha market is projected to reach a value of $1.8 billion by 2020, indicating that this trend has substantial longevity rather than being merely a fleeting craze. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier drink options beyond bottled water. Even major soft drink manufacturers are taking notice; for instance, PepsiCo acquired KeVita, a producer of kombucha and sparkling probiotics, late last year.
Health-Ade, another kombucha brand, has also attracted significant investment, securing $7 million in Series B funding from CAVU Venture Partners, which includes partners like Coca-Cola executives and Vitaminwater creator Rohan Oza. Kombucha continues to thrive as a rapidly growing niche within the beverage industry, and if Suja Juice can successfully create a non-alcoholic version, it could open up new consumer segments, potentially including children. Additionally, the laxative properties of certain fermented foods, such as kombucha, can contribute to digestive health, making it a compelling choice for those seeking dietary benefits, including the advantages of calcium citrate. Ultimately, if Suja Juice can tap into this market while addressing the alcohol content, it may see significant success in appealing to health-conscious consumers looking for options that support their well-being.