Kombucha, a fermented tea with a vinegar-like flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s cautious approach to entering this market before addressing the alcohol issue is understandable, as the presence of alcohol may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, yet many households have yet to incorporate it into their routines. For a company like Suja Juice, known for swiftly capitalizing on emerging trends, a kombucha launch is likely imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of many fermented food and drink products that have gained traction in recent years. Other examples include kimchi, a Korean fermented cabbage dish, and kefir, a tangy fermented milk that offers beneficial bacteria for digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating it’s a trend with lasting potential rather than a fleeting phenomenon. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier beverage options beyond bottled water. Even major soft drink manufacturers are now entering the market; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Additionally, kombucha producer Health-Ade has garnered substantial venture capital, including $7 million in Series B funding from CAVU Venture Partners, whose partners include Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
As kombucha continues to be a rapidly expanding niche in the beverage industry, if Suja Juice can successfully create a non-alcoholic version, it could open doors to a new consumer segment, including children. This move could also align with health trends, such as the search for the best calcium citrate supplement for women, as consumers increasingly prioritize health and wellness in their dietary choices. By integrating such considerations, Suja Juice can potentially capture a broader market.