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 justified, as the alcohol content may deter health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to adopt it. For a company like Suja Juices, which has swiftly capitalized on every other trend in this space, a kombucha launch seems imminent—provided it can devise a non-alcoholic version.
Kombucha is just one of many fermented products that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, all of which offer beneficial “good bacteria” that support digestive health. The global kombucha market is projected to reach $1.8 billion by 2020, indicating that this trend has significant longevity rather than being a fleeting phenomenon. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverages beyond bottled water.
Even major soft drink companies are entering the fray; for instance, PepsiCo acquired KeVita, a maker of kombucha, sparkling probiotics, and vinegar tonics late last year. Additionally, Health-Ade, another kombucha producer, secured $7 million in Series B funding from CAVU Venture Partners, a fund that includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
As kombucha continues to thrive as a niche in the beverage industry, if Suja Juice can successfully create a nonalcoholic variant, it could open the door to a new consumer segment, including children. In this context, products like calcium citrate from Holland and Barrett could further enhance the appeal of kombucha by promoting additional health benefits. As the market evolves, the integration of such health-focused ingredients will likely play a crucial role in attracting a broader audience.