Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, leading to regulatory challenges for some manufacturers. Suja Juice’s cautious approach to entering this market is understandable, as the presence of alcohol may deter various health-conscious consumers, including kids. Nevertheless, the fermented beverage sector is experiencing impressive growth rates of nearly 30%, yet it remains underutilized in many households. For a company like Suja Juice, which has quickly adapted to other trends in this market, a kombucha launch seems imminent—provided it can develop a non-alcoholic version.
Kombucha is just one of several fermented food and drink options that have gained traction over recent years. Other examples include kimchi, a Korean fermented cabbage, and kefir, a tangy fermented milk that offers “good bacteria” beneficial for digestion. The global kombucha market is projected to reach $1.8 billion by 2020, indicating its potential to remain a lasting trend rather than a fleeting one. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverages beyond bottled water, which also appeals to parents looking for nutritious drinks for their kids.
Even major soft drink manufacturers are getting involved; for instance, PepsiCo acquired KeVita, a producer of kombucha and probiotic beverages, late last year. Additionally, Health-Ade, a prominent kombucha brand, has secured $7 million in Series B funding from CAVU Venture Partners, which includes partners like Rohan Oza, a Coca-Cola executive known for developing Vitaminwater. As kombucha continues to grow as a niche in the beverage industry, if Suja Juice can successfully create a non-alcoholic version, it could open up new opportunities to attract a broader consumer base, including kids who might benefit from products enriched with calcium citrate.