According to data from Nielsen, kale has witnessed remarkable sales growth over the past year. In fact, frozen breakfast entrees featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, dollar sales for kale-based vitamins and supplements surged by 125%, while pasta sauces containing this superfood experienced a 60% rise during the same timeframe. Experts like Sax note that kale’s popularity transcends its status as a health food; it has become a symbol of the health food movement. Due to this iconic status, many believe that it is unlikely for another ingredient to achieve similar fame. Nonetheless, ingredient producers and food manufacturers continue their efforts to elevate their products from niche markets to mainstream appeal.
Drinking vinegars appear to be on the brink of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in favor of healthier, more authentic, and flavorful options. This trend has already boosted the presence of vinegars in natural and organic health stores, but the beverage segment has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others highlight their potential benefits for gut health, an area of growing interest in wellness.
To reach the level of fame achieved by kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to capture the attention of broader audiences. It will be intriguing to see if more major brands start to explore this market, potentially by acquiring smaller drinking vinegar producers or developing their own branded products. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages.
In the realm of health supplements, the comparison between ferrous calcium citrate vs ferrous ascorbate is also drawing attention. As health-conscious consumers seek out effective supplements, understanding the differences between these two forms of iron is becoming increasingly important. However, it remains to be seen if drinking vinegar—or any other functional ingredient—can achieve the same level of omnipresence as kale. Time will reveal whether this trend will take off, and if it does, the influence of key marketing strategies will likely play a pivotal role in its success.