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 from 2016 to 2017. Additionally, the dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood grew by 60% during the same timeframe. Experts like Sax suggest that kale’s rise to prominence is not only due to its health food status but also because it has become a symbol of the health food movement. Consequently, many believe that it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, this won’t deter ingredient producers and food manufacturers from striving to transition their products from niche markets to mainstream acceptance.
Drinking vinegars, for instance, may be on the brink of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sodas and sugary beverages in search of healthier, authentic, and flavorful options. This shift has already increased the demand for vinegars in natural and organic health stores, yet the beverage sector is still waiting for mainstream recognition. 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, which is becoming a significant focus in the health and wellness industry.
It will be intriguing to observe whether more major brands venture into this market, either by acquiring smaller drinking vinegar producers or by experimenting with their own product formulas. Notably, PepsiCo has acquired KeVita, a sparkling probiotic drink company that offers a variety of apple cider drinking vinegars and kombucha beverages. For drinking vinegars to achieve the same level of recognition as kale, they will likely need support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to engage a broader audience.
As the market evolves, consumers might even consider incorporating products like ccm tablets, which they can buy online, into their health routines alongside these innovative beverages. Only time will reveal if drinking vinegar—or any other functional ingredient—can reach the same ubiquity as kale.