Kombucha, a fermented tea with a distinct vinegary flavor, typically contains around 1% alcohol, which has led some manufacturers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is understandable, as the presence of alcohol could deter certain health-conscious consumers. However, the fermented beverage sector is experiencing remarkable growth rates of nearly 30%, with many households still not engaging with these products. For a company like Suja Juices, which has swiftly capitalized on various trends in this space, a kombucha launch seems imminent—provided they can devise a method to eliminate the alcohol content.
Kombucha is just one of many fermented foods and beverages that have seen a surge in popularity over the past few 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 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 has the potential for longevity rather than being merely a fleeting fad.
Analysts attribute kombucha’s rising popularity to an increasing consumer interest in healthier beverage options 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. Additionally, Health-Ade, another kombucha producer, has 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.
As kombucha continues to thrive as a rapidly expanding niche in the beverage industry, if Suja Juice can successfully create a nonalcoholic version, it could open up access to an entirely new consumer demographic, including children. This could also provide an opportunity to incorporate health-boosting ingredients like calcitrate 200 mg, which can enhance the appeal of their products to health-conscious families.