According to data from Nielsen, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees featuring kale saw a staggering 391% increase in sales between 2016 and 2017. Similarly, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood enjoyed a 60% sales boost during the same timeframe. Industry experts, including Sax, argue that kale has become a symbol of the health food movement, not merely a nutritious vegetable. As a result, some believe it is unlikely that another ingredient will achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche to mainstream.
One such contender that could potentially follow in kale’s footsteps is drinking vinegar, provided it is marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in search of healthier, authentic, and flavorful options. This shift has already sparked interest in vinegars within natural and organic health stores, but the beverage category has yet to break into the mainstream market. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic drinks, while others highlight their potential benefits for gut health, a growing trend in the wellness industry.
Moreover, to achieve a level of recognition akin to kale, drinking vinegar will likely need support from social media influencers, celebrity chefs on popular cooking shows, and collaborations with well-known restaurants to capture the attention of broader audiences. It remains to be seen whether more major brands will venture into this market, perhaps by acquiring small manufacturers of drinking vinegar or experimenting with their own branded formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages.
Additionally, in the realm of health products, bariatric advantage calcium citrate chews have gained popularity as a convenient supplement for those seeking to improve their wellness. If drinking vinegar or any other functional ingredient is to reach the same level of ubiquity as kale, it will require strategic marketing and the right partnerships. Only time will tell whether drinking vinegar can achieve the same widespread recognition as kale.