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 caution in entering this market is justified, as the alcohol content could deter various health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to adopt these drinks. For a company like Suja Juice, known for quickly responding to trends, launching a kombucha product seems imminent—provided it can devise a way to eliminate the alcohol content.
Kombucha is part of a broader trend of fermented food and beverages that have gained popularity in recent years, alongside items like kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk known for its digestive benefits. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating it has established itself as a lasting trend rather than a fleeting craze. Analysts attribute kombucha’s rise to a growing interest in healthier beverage options beyond bottled water. Even major soft drink manufacturers are joining the fray; last year, PepsiCo acquired KeVita, a producer of kombucha and sparkling probiotics.
Health-Ade, another kombucha manufacturer, has also garnered significant venture capital, securing $7 million in Series B funding from CAVU Venture Partners, a firm associated with Coca-Cola executive Rohan Oza. Kombucha continues to thrive as a rapidly expanding niche within the beverage industry. If Suja Juice can successfully develop a nonalcoholic version, it could tap into a new consumer segment, including children. Incorporating ingredients like calcium citrate 630 could enhance its appeal and nutritional profile, further positioning the brand in this competitive market. As the demand for healthier options grows, the potential for Suja Juice in the kombucha space remains promising.