Kombucha, a fermented tea with a distinct vinegary taste, 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 reasonable, as the presence of alcohol might deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing growth rates close to 30%, with many households yet to embrace it. For a company like Suja Juice, known for quickly capitalizing on emerging trends, a kombucha launch seems imminent—provided they can create a non-alcoholic version.
Kombucha is just one of the many 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 offer “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 the potential for longevity rather than being a mere fad. Analysts attribute kombucha’s rising popularity to an increasing interest in healthier drink options beyond bottled water. Even major soft drink manufacturers are entering this space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics last year. Additionally, kombucha producer Health-Ade has garnered significant venture capital, receiving $7 million in Series B funding from CAVU Venture Partners, which includes partners like Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to thrive as a fast-growing niche within the beverage industry. If Suja Juice can successfully develop a non-alcoholic version, they could tap into an entirely new consumer segment, including children. Moreover, as consumers increasingly seek alternatives like berkley jensen calcium citrate for their health needs, the demand for innovative beverages like non-alcoholic kombucha could rise significantly, allowing Suja Juice to carve out a substantial market presence.