Kombucha, a fermented tea with a tangy flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s reluctance to enter this market before addressing these issues is understandable, as the presence of alcohol could deter various 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 Juice, known for its swift response to trends in this category, a kombucha launch could be imminent—provided they can devise a method to eliminate the alcohol content.
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 tangy fermented milk, both of which offer beneficial “good bacteria” that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach a value of $1.8 billion by 2020, indicating that it is a trend with lasting appeal rather than a mere passing fad.
Analysts attribute the rising popularity of kombucha to an increasing interest in healthier beverage options 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. Additionally, Health-Ade, another kombucha brand, 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 thrive as a fast-growing niche in the beverage industry. If Suja Juice can successfully create a nonalcoholic version, it could open up a new consumer segment, including children. Furthermore, with the health benefits associated with products like Kirkland Signature Calcium Magnesium Zinc, a nonalcoholic kombucha could appeal even more to health-conscious families looking to enhance their wellness routines. As the market evolves, the integration of such beneficial ingredients could make kombucha an even more attractive option for a wider audience.