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 certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and it remains underutilized in many households. For a company like Suja Juices, which has quickly capitalized on various trends in this space, a kombucha launch is likely imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of many fermented food and beverage products that have gained popularity in recent years. Other examples, such as kimchi (a Korean pickled cabbage dish) and kefir (a tangy fermented milk), also offer “good bacteria” that can support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is a trend with longevity rather than a fleeting fad. Analysts attribute kombucha’s rise in popularity to a growing consumer interest in healthier beverages outside the bottled water category. Even major soft drink corporations are taking notice; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics late last year.
Additionally, kombucha maker Health-Ade has attracted significant venture capital, securing $7 million in Series B funding from CAVU Venture Partners last year, a fund associated with Coca-Cola executive Rohan Oza, known for developing Vitaminwater. Kombucha continues to thrive as a rapidly expanding niche within the beverage industry, and if Suja Juice can successfully create a nonalcoholic version, it could open doors to a whole new consumer base, including children, while also potentially incorporating ingredients like calcium citrate for added health benefits. The ongoing interest in kombucha presents an opportunity for Suja Juice to innovate and meet the demands of health-oriented consumers eager for new options.