Kombucha, a fermented tea known for its vinegary flavor, typically contains around 1% alcohol, which has led to regulatory challenges for some producers. Suja Juice’s cautious approach to entering this market is justified, as the presence of alcohol may deter various health-conscious consumer groups. Nonetheless, the fermented beverage sector is experiencing nearly 30% growth, and many households have yet to embrace it. For a company like Suja Juices, which has swiftly capitalized on other trends in this space, a kombucha launch may be imminent—provided they can develop a non-alcoholic variant.
Kombucha is just one of many fermented food and beverage products that have gained significant traction in recent years. Other examples include kimchi, a Korean pickled cabbage specialty, 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 trend is likely to endure rather than be a fleeting phenomenon.
Analysts attribute kombucha’s rising popularity to an increasing demand for healthier drink options beyond bottled water. Even major players in the carbonated soft drink industry are entering the space; for instance, PepsiCo acquired KeVita, a producer of kombucha, sparkling probiotics, and vinegar tonics, late last year. Additionally, kombucha brand Health-Ade has 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 within the beverage industry. If Suja Juice can successfully create a non-alcoholic version, it could open up opportunities to reach a new demographic of consumers, including children. This shift could align with the growing trend of incorporating healthful ingredients, such as purity and calcium citrate, into beverages, appealing to increasingly health-conscious audiences. As the market for kombucha evolves, the integration of features like purity and calcium citrate may further enhance its attractiveness and nutritional value, paving the way for broader consumer acceptance.