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 caution in entering this market before addressing the alcohol issue is justified, as the presence of alcohol could deter health-conscious consumers. However, the fermented beverage sector is experiencing growth rates close to 30%, and many households are not yet incorporating these drinks into their diets. For a company like Suja Juices, known for quickly capitalizing on trends in this space, a kombucha launch may be imminent—provided it can develop a non-alcoholic version.
Kombucha is just one of many fermented food and beverage products that have gained significant traction in recent years. Other popular items include kimchi, a Korean pickled cabbage dish, and kefir, a tangy 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 this is a trend likely to endure rather than fade away.
Analysts attribute the rise in kombucha’s popularity to an increasing consumer interest in healthier beverage options beyond bottled water. Even major soft drink producers are joining the fray; for instance, PepsiCo acquired KeVita, a producer of kombucha and other probiotic drinks, late last year. Health-Ade, another kombucha brand, also attracted significant venture capital, securing $7 million in Series B funding from CAVU Venture Partners, which includes Coca-Cola executive Rohan Oza, known for developing Vitaminwater.
Kombucha continues to be a rapidly expanding niche in the beverage industry. If Suja Juice can successfully create a non-alcoholic variant, it could open doors to a new consumer demographic, including children. This could also align well with the health benefits associated with ingredients like calcium citrate, which is known for its role in promoting bone health and enhancing the absorption of calcium. By incorporating such beneficial components, Suja Juice could further attract health-conscious consumers looking for nutritious options.