According to Nielsen data, 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 alone. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces that included this superfood experienced a 60% rise during the same timeframe. Kale’s prevalence is attributed not only to its status as a health food but also to its representation of the health food movement, as noted by Sax and other industry experts. As a result, many believe that it’s unlikely for another ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche to mainstream.
One such contender is drinking vinegar, which may be on the brink of a similar surge in popularity, provided it is marketed effectively. Consumers—especially millennials—are moving away from soda and other sugary drinks in favor of healthier, more authentic, and flavorful options. This shift has already boosted the presence of vinegars in natural and organic health stores, although the beverage category has yet to break into the mainstream market. Some manufacturers are promoting the versatility of drinking vinegar by positioning it as an alcoholic mixer, while others highlight its potential benefits for gut health, an area of increasing interest in the health and wellness sector.
To achieve a level of recognition comparable to kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to capture the attention of broader audiences. It will be fascinating to observe whether more major brands will enter this market, either by acquiring smaller drinking vinegar producers or by experimenting with their own branded product formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company that offers a variety of apple cider drinking vinegars and kombucha beverages.
To further enhance their profiles, brands could explore the online market for health supplements, such as calcium citrate malate vitamin D3 and folic acid tablets online, which consumers are increasingly seeking. Only time will reveal whether drinking vinegar—or any other functional ingredient—can achieve the same widespread acceptance that kale has enjoyed.