According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw a staggering 391% increase in sales between 2016 and 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces that included this superfood enjoyed a 60% sales boost during the same timeframe. Industry experts, including Sax, assert that kale’s widespread popularity stems not just from its health benefits, but also from its status as a symbol of the health food movement. As a result, many believe it may be challenging for another ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers are eager to transition their products from niche markets to mainstream appeal.
One ingredient that could potentially experience a similar surge in popularity is drinking vinegars, particularly if they are marketed effectively. With consumers, especially millennials, moving away from sodas and sugary drinks in search of healthier, more authentic, and flavorful options, the appeal of vinegars in natural and organic health stores has already increased. However, the beverage sector has yet to see these products become mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others highlight their benefits for gut health—an area of growing interest in wellness.
It will be intriguing to observe whether more major brands will enter this market, possibly by acquiring small drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo has recently acquired KeVita, a manufacturer of sparkling probiotic drinks that includes a range of apple cider drinking vinegars and kombucha products. To achieve the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and collaborations with renowned restaurants to engage a broader audience.
Incorporating health-focused products like Solaray calcium magnesium vitamin D could also enhance the appeal of drinking vinegars. However, only time will tell if drinking vinegar—or any other functional ingredient—can reach the widespread acclaim that kale has achieved. The potential for innovation and growth remains, and as trends evolve, so too might the opportunities for products that promote health and wellness.