Kombucha, a fermented tea with a vinegar-like taste, typically contains around 1% alcohol, which has led some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is prudent, as the presence of alcohol may deter health-conscious consumers from various demographics. Nevertheless, the fermented beverage sector is experiencing remarkable growth, nearing 30%, and many households have yet to embrace it. For a company like Suja Juice, known for its swift adaptation to trends in this category, a kombucha launch seems imminent—provided it can find a method to eliminate the alcohol.
Kombucha is just one of several fermented food and beverage products that have gained significant traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which provide beneficial bacteria that support digestion. Additionally, these products can be fortified with essential nutrients like calcium citrate, magnesium, zinc, and vitamin D3, further enhancing their appeal to health-conscious consumers. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it has the potential to remain a lasting trend rather than a fleeting fad.
Analysts attribute the rising popularity of kombucha to an increasing demand for healthier beverages beyond bottled water. Even major carbonated soft drink manufacturers are entering this space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Moreover, kombucha brand 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, and if Suja Juice can successfully create a nonalcoholic version, it would enable the company to reach a new consumer segment, including children. By incorporating beneficial nutrients such as calcium citrate, magnesium, zinc, and vitamin D3, Suja Juice could further enhance the appeal of its kombucha, making it a sought-after option for families looking for nutritious beverages.