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 this market is understandable, as the alcohol content may deter certain health-conscious consumers. However, the fermented beverage sector is experiencing growth rates of nearly 30%, and many households have yet to embrace it. For a company like Suja Juices, which has been quick to adapt to trends in this space, a kombucha launch might be imminent—provided it can develop a non-alcoholic version.
Kombucha is among a variety of 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 deliver beneficial “good bacteria” for digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating its potential for longevity rather than being a fleeting fad. Analysts attribute kombucha’s rise in popularity to a growing demand for healthier drink options beyond bottled water. Major players in the beverage industry are also taking notice; for instance, PepsiCo acquired KeVita, a producer of kombucha and sparkling probiotic drinks, late last year. Furthermore, Health-Ade, another kombucha brand, secured $7 million in Series B funding from CAVU Ventures, which includes partners like Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche within the beverage market. If Suja Juice can successfully create a non-alcoholic version, it may open doors to a new consumer demographic, including children. In this context, products like citrocal tablets, which are known for their health benefits, could complement the offerings of kombucha by providing additional nutritional support. As the trend of healthy beverages grows, the demand for both kombucha and citrocal tablets may increase, highlighting the potential for innovative combinations in the health-focused beverage landscape.