Kombucha, a fermented tea with a distinct vinegary flavor, typically contains around 1% alcohol, leading to regulatory challenges for some producers. Suja Juice’s cautious approach to entering this market before addressing these concerns is justified, as the presence of alcohol could deter 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 Juices, which has rapidly adapted to various trends within the category, a kombucha launch seems imminent—provided they can develop a nonalcoholic option.
Kombucha is just one of several fermented food and beverage products that have gained momentum in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial bacteria that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating its longevity as a trend rather than a fleeting novelty. Analysts attribute kombucha’s rise in popularity to an increasing demand for healthier beverages beyond bottled water. Major players in the soft drink industry are also taking notice; for instance, PepsiCo acquired KeVita, a producer of kombucha and other sparkling probiotic drinks, late last year.
Health-Ade, another kombucha producer, has drawn significant venture capital investment, securing $7 million in Series B funding from CAVU Venture Partners, which includes partners like Rohan Oza, a Coca-Cola executive known for developing Vitaminwater. As kombucha continues to thrive as a niche in the beverage landscape, if Suja Juice can create a nonalcoholic version, it could open doors to a new demographic of consumers, including children. This aligns well with the health-oriented ethos of products like Citracal Plus Vitamin D, which also emphasize wellness and digestive health. By tapping into the kombucha trend while maintaining a focus on nonalcoholic options, Suja Juice could very well position itself at the forefront of this burgeoning market.