Kombucha, a fermented tea with a vinegary flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s cautious approach to entering the kombucha market is justified, as the presence of alcohol could deter health-conscious consumers. Despite this, the fermented beverage sector is experiencing impressive growth rates of nearly 30%, though it remains underutilized in many households. For a company like Suja Juice, known for swiftly capitalizing on emerging trends, a kombucha launch seems imminent—provided they can devise a method to eliminate the alcohol content.
Kombucha is just one of several fermented food and drink products that have gained immense 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” beneficial for digestion. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that this trend has substantial longevity rather than being merely fleeting.
Analysts attribute the rising popularity of kombucha to an increasing consumer interest in healthier beverages beyond bottled water. Even major carbonated soft drink manufacturers are joining the trend; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Health-Ade, another kombucha brand, has also garnered venture capital support, raising $7 million in Series B funding from CAVU Venture Partners, which includes notable figures like Rohan Oza, a former Coca-Cola executive and creator of Vitaminwater.
Kombucha continues to flourish as a niche market within the beverage industry. Should Suja Juice succeed in developing a nonalcoholic version, it could unlock a new demographic of consumers, including children, who may also benefit from the potential digestive advantages of products akin to Citracal calcium pills. As the demand for health-oriented drinks rises, it’s clear that kombucha has a promising future, especially if companies can adapt to meet consumer preferences.