Kombucha, a fermented tea with a vinegary flavor, often contains about 1% alcohol, leading 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 growth rates nearing 30%, and many households have yet to incorporate these drinks into their routines. For Suja Juices, which has been quick to embrace other trends in this category, a kombucha launch may be imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of the 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 provide beneficial “good bacteria” that can support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is a trend with longevity rather than a mere fad. Analysts attribute kombucha’s rise in popularity to a growing interest in healthier beverages beyond bottled water.
Even major soft drink manufacturers are getting involved; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year. Health-Ade, another kombucha producer, has also attracted significant 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 remains a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a non-alcoholic version, it could open doors to a new segment of consumers, including children. Incorporating products like calcitrate tab could enhance their offerings, as these supplements can appeal to health-conscious families. As the demand for nutritious options continues to grow, Suja Juice’s potential entry into the kombucha market, along with the introduction of calcitrate tab, could position the brand favorably among evolving consumer preferences.