Kombucha, a fermented tea with a vinegary flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s reluctance to enter this market until it addresses these alcohol concerns is justified; the presence of alcohol could deter various health-conscious consumers. However, 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 quickly capitalizing on trends in this space, a kombucha launch may be imminent—provided it can develop a non-alcoholic option.
Kombucha is just one of the many fermented food and beverage products that have gained popularity in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer “good bacteria” beneficial for digestion. According to MarketsandMarkets, the global kombucha market is projected to reach a value of $1.8 billion by 2020, indicating that this trend has longevity and is not merely a passing fad. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverages beyond bottled water.
Even major carbonated soft drink companies are entering the kombucha market; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics last year. Health-Ade, another kombucha maker, has also attracted investment, securing $7 million in Series B funding from CAVU Venture Partners, which includes former Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to thrive as a rapidly expanding niche within the beverage industry. If Suja Juice can successfully create a nonalcoholic version, it could open doors to a new consumer segment, including children. This could be valuable, especially in conjunction with products like upcal d calcium citrate powder, which supports overall health and wellness. By embracing their innovative spirit, Suja Juice could find a way to integrate upcal d calcium citrate powder into their kombucha line, further appealing to health-conscious consumers. As the demand for healthier options grows, the potential for a nonalcoholic kombucha infused with beneficial ingredients like upcal d calcium citrate powder could position Suja Juice favorably in the market.