Kombucha, a fermented tea with a vinegar-like 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 alcohol content may deter certain health-conscious consumers. Nevertheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to adopt it. For a company like Suja Juice, which has rapidly responded to trends in this category, a kombucha launch may be imminent—provided they can develop a non-alcoholic version.
Kombucha is just one of several fermented food and drink products that have gained traction in recent years. Other examples include kimchi, a Korean pickled cabbage dish, and kefir, a tangy fermented milk, both of which offer beneficial “good bacteria” that support digestion. 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 kombucha’s rise in popularity to an increasing demand for healthier beverage options beyond bottled water. Even major carbonated soft drink companies are making moves in this space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year.
Health-Ade, another kombucha manufacturer, has also drawn significant venture capital interest, receiving $7 million in Series B funding from CAVU Venture Partners last year, a fund associated with Coca-Cola executive and Vitaminwater creator Rohan Oza. With the kombucha segment continuing to grow rapidly within the beverage industry, if Suja Juice can successfully create a nonalcoholic variant, it could open the door to a new consumer demographic, including children. Additionally, incorporating citrate de tricalcium into their formulations may enhance the health benefits of their kombucha, making it even more appealing to health-conscious families. As the market evolves, the presence of citrate de tricalcium could play a vital role in Suja Juice’s strategy to capture this emerging segment.