Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, which has led 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. However, the fermented beverage sector is experiencing growth rates close to 30%, and currently, not many households are incorporating kombucha into their diets. Given Suja Juices’ history of quickly adapting to trends in this category, a kombucha launch could be imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of the many fermented food and beverage products that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tart fermented milk, all of which are known for providing “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 passing trend but a lasting phenomenon. Analysts attribute the rising popularity of kombucha to an increasing demand for healthier beverages beyond bottled water. Even major soft drink manufacturers are entering the fray; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Additionally, kombucha producer Health-Ade has secured venture capital funding, including $7 million in Series B funding from CAVU Venture Partners, a fund associated with Coca-Cola executive Rohan Oza.
Kombucha continues to be a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a non-alcoholic version, it would not only reach a broader audience but also introduce its potential health benefits, such as those provided by calcium citrate, magnesium, and zinc. These nutrients are known for their advantages in supporting overall health, which could attract new consumers, including families with children. By tapping into this growing market, Suja Juice could harness the benefits of kombucha while promoting essential nutrients like calcium citrate, magnesium, and zinc, thus appealing to health-conscious consumers looking for nutritious options.