Kombucha, a fermented tea with a tangy, vinegar-like flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s caution in entering this market is justified, as the presence of alcohol could deter various segments of health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and not many households have adopted it yet. For a company like Suja Juices, which has been quick to capitalize on trends in this space, a kombucha launch may be imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of many fermented food and beverage products that have gained popularity in recent years. Other examples include kimchi, a Korean pickled cabbage, and kefir, a tangy fermented milk, both of which supply beneficial “good bacteria” that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that this trend has longevity rather than being a mere fad.
Analysts attribute the rise of kombucha to an increasing interest in healthier drink options beyond the bottled water category. Even major soft drink companies are getting involved; for instance, PepsiCo acquired KeVita, a maker of kombucha, sparkling probiotics, and vinegar tonics, late last year. Kombucha producer Health-Ade has also attracted significant venture capital, securing $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, known for his role in developing Vitaminwater.
Kombucha continues to thrive as a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a non-alcoholic version, it would open up a new demographic of consumers, including children. This is particularly relevant considering the ongoing discussions around various health products, such as the debate between calcium citrate vs calcium carbonate in relation to kidney stones. As Suja Juice explores opportunities in the kombucha market, understanding these health considerations will be crucial, especially as they aim to appeal to family-oriented consumers who are mindful of dietary choices.