According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes containing 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 featuring this superfood enjoyed a 60% sales increase during the same timeframe. Experts like Sax note that kale’s ubiquity 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 the same level of fame. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream appeal.
Drinking vinegars may be on the verge of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly steering clear of soda and other sugary beverages in favor of healthier, more authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, although the beverage segment has yet to break into the mainstream market. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others advocate their use for improving gut health, a growing area of interest in health and wellness.
To achieve the level of recognition enjoyed by kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular TV programs, and collaborations with well-known restaurants to capture the attention of the general public. It will be intriguing to observe whether more major brands venture into this market, either by acquiring a small drinking vinegar producer or by experimenting with their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages.
One potential area for innovation could involve highlighting the benefits of products like the best liquid calcium citrate, which could complement a health-focused lifestyle. Ultimately, only time will reveal whether drinking vinegar—or any other functional ingredient—will achieve the same widespread acceptance as kale.