Kombucha, a fermented tea with a vinegary taste, typically contains around 1% alcohol, leading to regulatory challenges for some producers. Suja Juice’s cautious approach to entering this market is understandable, as the alcohol content may deter certain health-conscious consumers. Nevertheless, the growth rates in the fermented beverage category are impressive, nearing 30%, with many households yet to adopt it. For a company like Suja Juices, which has promptly embraced other trends in this sector, 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 dish, and kefir, a tangy fermented milk, both of which are known for providing 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 this trend is here to stay rather than being a fleeting novelty. Analysts attribute kombucha’s rising popularity to an increasing consumer interest in healthier beverages beyond bottled water. Even major carbonated soft drink manufacturers are entering this space; for instance, PepsiCo acquired KeVita, a maker of kombucha, sparkling probiotics, and vinegar tonics, late last year.
Kombucha brand Health-Ade has also drawn venture capital investment, securing $7 million in Series B funding from CAVU Venture Partners, which includes partners like former Coca-Cola executive Rohan Oza, known for developing Vitaminwater. As kombucha continues to expand as a fast-growing niche within the beverage industry, if Suja Juice can successfully create a nonalcoholic variant, it could open doors to a new consumer segment, including children.
In the realm of health and nutrition, products like pure encapsulations calcium calcium citrate are gaining attention for their benefits. This reflects a broader shift toward wellness-oriented consumption, presenting opportunities for brands to innovate and cater to the evolving preferences of health-conscious consumers. Should Suja Juice tap into this trend by launching a non-alcoholic kombucha, it could align with the increasing demand for products that promote digestive health, like those enriched with pure encapsulations calcium calcium citrate. The potential for growth in this sector aligns with the overall trend towards fermented foods, making it an exciting avenue for future exploration.