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, the dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces containing this superfood witnessed a 60% rise during the same timeframe. The vegetable gained widespread popularity not just because it is a health food, but because it became a symbol of the health food movement, as noted by Sax and other industry experts. Due to this phenomenon, many believe it is unlikely that another ingredient will achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers continue to strive to transition their products from niche markets to mainstream appeal.
One ingredient that might be on the brink of a similar surge in popularity is drinking vinegars, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and other sugary drinks in search of healthier, authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, yet the beverage category has yet to reach mainstream status. Some manufacturers are promoting the versatility of these products by marketing them as mixers for alcoholic beverages, while others are encouraging consumers to use them for improving gut health, which is becoming a significant focus in the health and wellness sector.
To achieve recognition similar to that of kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television programs, and partnerships with well-known restaurants to engage broader audiences. It will also be fascinating to observe if more major brands begin to explore this market, whether through acquiring a smaller drinking vinegar producer or experimenting with their own branded formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages.
In order to reach the lifetime high potency calcium magnesium citrate level of fame achieved by kale, drinking vinegar will need significant promotional efforts. Only time will tell if drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale.