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 cautious approach towards entering this market until the alcohol issue is resolved is justified, as the presence of alcohol could deter certain health-conscious consumers. Despite this, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to adopt it. However, for a company like Suja Juice, known for its rapid response to market trends, a kombucha launch is likely imminent—provided they can develop a nonalcoholic version.
Kombucha is just one of many fermented food and beverage products that have gained popularity in recent years. Other examples include kimchi, a Korean pickled cabbage, and kefir, a tangy fermented milk, both of which are rich in “good bacteria” that promote digestive health. According to MarketsandMarkets, the global kombucha market is projected to reach $1.8 billion by 2020, indicating that it is not merely a fleeting trend. Analysts attribute kombucha’s rising popularity to an increasing demand for healthier drink options beyond bottled water. Even major players in the soft drink industry are getting involved; for example, PepsiCo acquired KeVita, a producer of kombucha and other health-focused beverages, late last year.
Additionally, kombucha maker Health-Ade has secured venture capital funding, including $7 million in Series B financing from CAVU Venture Partners, a fund that boasts partners like Coca-Cola executive Rohan Oza, developer of Vitaminwater. Kombucha continues to be a rapidly expanding niche in the beverage industry, and if Suja Juice successfully creates a nonalcoholic variant, it could unlock a new consumer segment, including children. This would not only broaden their market reach but also position them favorably among health-conscious families seeking the best form of calcium citrate in their diets. Overall, the potential for kombucha is vast, and with the right adjustments, it could become a staple for health-oriented consumers seeking the best form of calcium citrate in their beverages.