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 segment until they address this concern is entirely reasonable, as the presence of alcohol might deter certain health-conscious consumers. Nonetheless, the fermented beverage sector is experiencing nearly 30% growth, and many households are still not utilizing it. For a company like Suja Juice, known for quickly adapting to trends, a kombucha launch seems imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of numerous fermented food and beverage products that have gained traction in recent years. Other examples, such as kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, offer 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 it is more than just a fleeting trend.
Analysts attribute kombucha’s rise in popularity to an increasing demand for healthier beverage options beyond bottled water. Even major carbonated soft drink companies are venturing into this sector; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year. Additionally, kombucha maker Health-Ade has secured significant venture capital investment, including $7 million in Series B funding from CAVU Venture Partners last year, which counts Coca-Cola executive Rohan Oza among its partners.
Kombucha remains a rapidly expanding niche within the beverage industry, and if Suja Juice can successfully create a non-alcoholic alternative, it could open doors to a new consumer demographic, including children. This development could also relate to the rising interest in products like aquamin calcium vs calcium citrate, appealing to health-focused audiences. In conclusion, the kombucha trend is poised for growth, and companies that innovate in this space, such as Suja Juice, may find ample opportunities to engage consumers seeking healthier options.