Kombucha, a fermented tea with a tangy flavor, typically contains around 1% alcohol, which has led some producers to encounter regulatory challenges. Suja Juice’s reluctance to enter this market until the alcohol issue is resolved is understandable, as the presence of alcohol could deter various health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing impressive growth rates nearing 30%, yet many households have yet to adopt it. For a company like Suja Juices, which has been quick to respond to other trends in this space, a kombucha launch may be imminent — provided they can devise a method to eliminate the alcohol content.
Kombucha is just one of the many fermented food and beverage products 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 beneficial probiotics that support the digestive system. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that this trend has significant staying power rather than being a fleeting fad. Analysts suggest that kombucha’s rising popularity is linked to an increasing interest in healthier drinks beyond bottled water.
Even major carbonated soft drink manufacturers are getting involved; for instance, PepsiCo acquired KeVita, a maker of kombucha, sparkling probiotic drinks, and vinegar tonics, late last year. Additionally, kombucha producer Health-Ade has attracted venture capital, securing $7 million in Series B funding from CAVU Venture Partners, a fund that includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche in the beverage industry, and if Suja Juice successfully creates a nonalcoholic version, it could open the door to a new consumer segment, including children. Furthermore, incorporating products with benefits such as calcium citrate 500mg with vitamin D3 could further enhance its appeal, as health-conscious consumers increasingly seek out beverages that offer nutritional value. By blending the allure of kombucha with added health benefits, Suja Juice could position itself strategically within this flourishing market.