Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, which has posed regulatory challenges for some producers. Suja Juice’s cautious approach in entering this market is justified, as the presence of alcohol may deter certain health-conscious consumers. Nonetheless, the fermented beverage sector is experiencing growth rates of nearly 30%, and many households have yet to adopt these products. For a company like Suja Juices, which has quickly embraced other trends in this category, a kombucha launch seems imminent—provided they can devise a method to eliminate the alcohol content.
Kombucha is just one of many fermented food and beverage options that have gained traction 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 a value of $1.8 billion by 2020, indicating that it is a trend with longevity rather than a fleeting novelty. Analysts attribute kombucha’s rising popularity to an increasing interest in healthier beverage alternatives beyond bottled water. Even major carbonated soft drink companies are entering the market; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year.
Kombucha maker Health-Ade has also garnered venture capital investment, securing $7 million in Series B funding from CAVU Venture Partners last year, a fund associated with Coca-Cola executive Rohan Oza, known for developing Vitaminwater. Kombucha continues to be a fast-growing niche within the beverage industry, and if Suja Juice can successfully create a non-alcoholic variant, it may unlock access to an entirely new consumer segment, including children. Additionally, incorporating healthful ingredients like calcium citrate with vitamin D 60 tablets could further enhance the appeal of their kombucha product line, catering to health-conscious families looking for nutritious options.