Kombucha, a fermented tea with a vinegar-like flavor, typically has an alcohol content of around 1%. This has led some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is justified, 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 incorporate it into their diets. For a company like Suja Juice, which has quickly capitalized on other trends in this category, a kombucha launch could be imminent—provided they can find a way to eliminate the alcohol.
Kombucha is just one of the many fermented food and beverage products that have gained popularity in recent years. Other examples include kimchi, a traditional Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which provide beneficial “good bacteria” that support digestive health. MarketsandMarkets forecasts that the global kombucha market will reach a value of $1.8 billion by 2020, indicating its potential for long-term sustainability, rather than it being merely a fleeting trend. Analysts attribute kombucha’s rise in popularity to an increasing interest in healthier drink options beyond bottled water. Even major carbonated soft drink manufacturers are joining the fray; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year. Health-Ade, another kombucha brand, has also attracted venture capital, securing $7 million in Series B funding from CAVU Venture Partners last year, a fund associated with Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche within the beverage industry, and if Suja Juice can successfully create a nonalcoholic version, it could open doors to a new demographic of consumers, including children. As health-conscious consumers increasingly seek out options like now calcium citrate tablets to support their nutritional needs, the demand for products like kombucha is likely to rise. The combination of beneficial ingredients and the potential for innovation makes this market an exciting opportunity for companies looking to diversify their offerings.