Kombucha, a fermented tea with a vinegary flavor, typically contains around 1% alcohol, leading some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is understandable, as the presence of alcohol may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing growth rates close to 30%, and many households have yet to embrace it. For a company like Suja Juices, which has quickly capitalized on various trends in this space, a kombucha launch appears imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of several fermented food and beverage products that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk. These products are rich in “good bacteria,” which can support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is more than just a transient trend.
Analysts attribute kombucha’s rising popularity to an increasing consumer interest in healthier beverage options beyond bottled water. Even major soft drink companies are joining the fray—PepsiCo, for instance, acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Health-Ade, another kombucha brand, has also secured significant venture capital, receiving $7 million in Series B funding from CAVU Venture Partners, which includes 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 non-alcoholic variant that incorporates beneficial ingredients, such as 500 mg of calcium citrate, they could penetrate a new consumer demographic, including children. This potential move could significantly broaden their market reach and solidify their position in the health-focused beverage landscape.