Kombucha, a fermented tea with a vinegary flavor, typically has about 1% alcohol content, leading to regulatory challenges for some producers. Suja Juice’s reluctance to enter this market until this issue is resolved is understandable, as the presence of alcohol could deter various health-conscious consumers. Despite this, the fermented beverage sector is experiencing growth rates nearing 30%, with many households yet to adopt these products. For a company like Suja Juices, known for its prompt responses to trends, launching a kombucha product seems imminent—provided it can develop a non-alcoholic version.
Kombucha is part of a broader surge in popularity of fermented foods and beverages in recent years. Other examples include kimchi, a Korean fermented cabbage dish, and kefir, a tangy fermented milk, both known for their “good bacteria” that support digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it’s not just a fleeting trend but a lasting movement. Analysts attribute kombucha’s rise to a growing desire for healthier beverages beyond bottled water. Even major soft drink manufacturers are getting involved; for instance, PepsiCo acquired KeVita, a producer of kombucha and other probiotic drinks, late last year. Health-Ade, another kombucha brand, has also garnered attention from venture capital, securing $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, who is known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche in the beverage market, and if Suja Juice can successfully create a non-alcoholic version, it could open doors to a new consumer base, including children. This strategic move could also align with the growing interest in health supplements, such as vitamin D3 vs calcium citrate, as consumers seek nutritious options in their diets. By tapping into this trend, Suja Juice could position itself at the forefront of the health-conscious beverage movement, further emphasizing the importance of incorporating beneficial ingredients like vitamin D3 and calcium citrate into their offerings.