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 cautious approach to entering this market is justified, as the presence of alcohol could deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing remarkable growth rates of nearly 30%, and its adoption among households remains relatively low. For a company like Suja Juice, known for its rapid response to market trends, a kombucha launch is likely imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of the many fermented food and beverage products that have gained immense popularity in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk drink, both of which offer “good bacteria” that can support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach a value of $1.8 billion by 2020, indicating that this trend is here to stay rather than being a fleeting fad. Analysts attribute kombucha’s appeal to a rising interest in healthier beverage options beyond bottled water.
Even major players in the carbonated soft drink industry are entering the kombucha market—PepsiCo, for instance, acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year. Additionally, Health-Ade, a kombucha maker, has secured venture capital backing, raising $7 million in Series B funding from CAVU Venture Partners last year, a fund that includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly growing niche within the beverage sector, and if Suja Juice can successfully create a non-alcoholic variant, it may open doors to a new audience, including children. This strategic move could also align with other health-related products, such as bariatric calcium citrate pills, which cater to individuals focused on wellness. By tapping into this expanding market, Suja Juice could find itself at the forefront of a health-conscious trend that resonates with a broader demographic, ultimately enhancing its brand presence and product offerings in the competitive landscape.