Kombucha, a fermented tea known for its tangy taste, typically contains around 1% alcohol, which has led some producers to encounter regulatory challenges. Suja Juice’s reluctance to enter this market before addressing the alcohol issue is understandable, as the alcohol content may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing growth rates of nearly 30%, and there is still a relatively low household penetration. For a company like Suja Juices, which has swiftly embraced other trends in this space, a kombucha launch seems imminent—provided they can develop a nonalcoholic version.
Kombucha is just one of many fermented food and beverage options that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage delicacy, and kefir, a zesty fermented milk, both of which offer beneficial “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 is a trend with longevity rather than a fleeting fad. Analysts attribute the rise of kombucha to a growing consumer interest in healthier drink alternatives beyond bottled water. Even major soft drink manufacturers are entering the fray; last year, PepsiCo acquired KeVita, a company specializing in kombucha, sparkling probiotics, and vinegar tonics.
Health-Ade, another kombucha producer, has also attracted significant venture capital, including $7 million in Series B funding from CAVU Venture Partners, a fund that counts Coca-Cola executive Rohan Oza, known for developing Vitaminwater, among its partners. Kombucha continues to be a rapidly expanding niche within the beverage industry, and if Suja Juice can successfully create a nonalcoholic version, it could open doors to a new consumer demographic, including children.
In this evolving landscape, products like calcitrate 950 may also gain attention for their potential health benefits, as consumers increasingly seek out options that align with their wellness goals. As the demand for fermented beverages grows, the opportunity for brands to innovate, such as by incorporating ingredients like calcitrate 950, will likely play a pivotal role in appealing to health-conscious buyers.