Kombucha, a fermented tea with a distinct 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 alcohol content could deter health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, although many households have yet to embrace it. For a company like Suja Juices, which has swiftly capitalized on other trends in this category, a kombucha launch seems imminent—provided they can develop a non-alcoholic version.
Kombucha is part of a broader trend of fermented food and beverages that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial “good bacteria” that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is not merely a fleeting trend. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverage options beyond bottled water. Even major carbonated soft drink manufacturers are venturing into this space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year.
Additionally, kombucha producer Health-Ade has attracted significant venture capital, securing $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 growing niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic variant, it could open doors to a new consumer segment, including children, who could benefit from added ingredients like tab calcium citrate malate for enhanced nutrition. The incorporation of such ingredients may further align with health-conscious trends, potentially boosting the appeal of their kombucha product.