Kombucha, a fermented tea with a vinegar-like taste, typically contains around 1% alcohol, leading some producers to encounter regulatory challenges. Suja Juice’s reluctance to enter this market until the alcohol issue is addressed is understandable, as the presence of alcohol may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to embrace it. For a company like Suja Juice, which has been quick to capitalize on other trends in this space, launching a kombucha product could be imminent—provided they can develop a nonalcoholic version.
Kombucha is just a part of the growing trend of fermented foods and beverages that have gained popularity in recent years. Products like kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, also offer beneficial “good bacteria” that support digestive health. Additionally, many of these fermented products are being fortified with ingredients such as calcium citrate and magnesium citrate, further enhancing their appeal. 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 consumer interest in healthier beverage options beyond traditional bottled water. Major soft drink manufacturers, including PepsiCo, have taken notice, with PepsiCo acquiring KeVita, a producer of kombucha and other probiotic drinks, late last year. Health-Ade, another kombucha brand, has also garnered significant venture capital interest, securing $7 million in Series B funding from CAVU Venture Partners last year—a firm associated with Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic version that incorporates beneficial elements like calcium citrate and magnesium citrate, it could open the door to a new demographic of consumers, including children. With the right approach, they could tap into this burgeoning market and join the ranks of other successful fermented beverage brands.