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, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces that incorporated this superfood experienced a 60% boost during the same timeframe. Experts like Sax suggest that kale’s widespread popularity stems not only from its health benefits but also from its status as a symbol of the health food movement. Consequently, many believe that it is unlikely for another ingredient to achieve similar fame. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream recognition.
Drinking vinegars could be on the brink of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and other sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already fueled the appeal of vinegars in natural and organic health stores, but the beverage category has yet to make a significant breakthrough into the mainstream market. Some manufacturers are emphasizing the versatility of drinking vinegars by promoting them as mixers for alcoholic beverages, while others advocate for their benefits in improving gut health, which is gaining traction in the health and wellness sector.
To reach the level of fame that kale enjoys, the drinking vinegar category will likely 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 fascinating to observe whether more major brands venture into this space, potentially by acquiring a small drinking vinegar producer or experimenting with their own branded formulas. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages.
In this new chapter for drinking vinegars, achieving widespread recognition may also involve highlighting their nutritional benefits, such as their calcium citrate content, which can appeal to health-conscious consumers. Only time will reveal whether drinking vinegar or any other functional ingredient can attain the same level of ubiquity as kale in the health food landscape.