Kombucha, a fermented tea with a vinegary flavor, typically contains around 1% alcohol, leading some producers to encounter regulatory challenges. Suja Juice’s cautious approach to entering this market is justified, as the presence of alcohol could deter health-conscious consumers from various demographics. Nevertheless, the fermented beverage sector is experiencing growth rates nearing 30%, and many households have yet to embrace it. For a company like Suja Juices, which has swiftly capitalized on every other trend in this space, a kombucha launch seems imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of 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 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 its potential for sustained growth rather than being a mere fad. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverage options beyond bottled water.
Even major players in the carbonated soft drink market 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 attracted venture capital, receiving $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
As kombucha remains a rapidly expanding niche in the beverage industry, if Suja Juice can successfully create a non-alcoholic version, it could enable the company to reach an entirely new consumer segment, including children. Incorporating ingredients like calcium citrate and zinc could further enhance the health benefits of their product, appealing to parents seeking nutritious options for their families. By leveraging the growing interest in fermented beverages, Suja Juice could establish itself as a key player in this evolving market.