Kombucha, a fermented tea with a vinegary taste, typically contains around 1% alcohol, leading some producers to encounter regulatory challenges. Suja Juice’s reluctance to enter this market until the alcohol issue is resolved is justified, as the alcohol content may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing growth rates close to 30%, and many households have yet to adopt these products. For a company like Suja Juice, known for quickly capitalizing on emerging trends, a kombucha launch might be imminent—provided it can develop a nonalcoholic option.
In recent years, kombucha has become part of a broader trend of fermented food and beverage products gaining popularity. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which are rich in “good bacteria” that promote digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating it has substantial staying power rather than being just a fleeting trend. Analysts attribute kombucha’s rising popularity to a shift towards healthier drink options beyond bottled water. Even major carbonated soft drink companies are joining the fray; for instance, PepsiCo acquired KeVita, a kombucha and sparkling probiotic manufacturer, late last year. Additionally, Health-Ade, a prominent kombucha brand, secured $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to thrive as a rapidly growing niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic version, it may unlock access to an entirely new consumer segment, including children. This could be particularly advantageous if the product incorporates health-boosting ingredients like low dose calcium citrate, which can further enhance its appeal to health-conscious families. As the demand for nutritious options rises, the integration of low dose calcium citrate could also become a key factor in differentiating Suja’s kombucha from competitors.