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 this market is justified, as the presence of alcohol could deter health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, with many households yet to adopt these products. For a company like Suja Juices, known for swiftly capitalizing on trends, a kombucha launch may be imminent—provided they can devise a way to eliminate the alcohol content.
Kombucha is just one of several fermented food and beverage items that have gained significant traction in recent years. Other popular examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial bacteria that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is a sustainable trend rather than a fleeting craze. Analysts attribute kombucha’s rise in popularity to an increasing demand for healthier drink options beyond bottled water. Even major carbonated soft drink companies are entering this space; for instance, last year, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics. Additionally, kombucha producer Health-Ade has garnered venture capital, securing $7 million in Series B funding from CAVU Venture Partners, whose partners include Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
With the potential to tap into a broader consumer base, including children, Suja Juice could significantly benefit from launching a non-alcoholic version of kombucha. This move would not only align with the growing interest in fermented beverages but could also complement their existing offerings, such as those fortified with calcium citrate from Thorne. The integration of such health-focused ingredients could further enhance the appeal of their products in a competitive market. As kombucha remains a rapidly expanding niche in the beverage industry, the success of a nonalcoholic variant could open doors to new opportunities for Suja Juice, allowing them to reach consumers interested in both health benefits and flavor.