While some may view bone broth as just another trend fueled by hipster culture, there are compelling reasons to believe it has lasting appeal. Traditional preparation methods involve simmering bones with herbs and vegetables for several hours, allowing the bones to break down and produce a flavorful broth rich in protein and minerals. This type of slow-cooked, homemade food aligns with a growing consumer trend toward moving away from instant stocks and additives like MSG, and instead opting for more wholesome, naturally flavored options.

Bone broth has garnered support from proponents of the Paleo diet, and even the United Nations’ Food and Agriculture Organization has endorsed the concept of ‘nose-to-tail’ eating to minimize waste. U.S. consumers are increasingly exploring a wider variety of cuts beyond just steak for beef and chops for pork. Factors driving this shift include greater exposure to global cuisines, a taste for adventurous flavors, the desire for more affordable cuts of meat during economic downturns, and a recent resurgence in home cooking. Environmental advocates have long championed the importance of utilizing as much of the whole animal as possible.

Several companies have entered the burgeoning bone broth market. Bonafide Provisions, for instance, has launched Drinkable Veggies, a series of vegetable-based beverages that blend bone broth with cold soups and HPP juices in a convenient, ready-to-drink format. This innovative product marks the first instance of bone broth being used in a ready-to-drink item, and the company is marketing it more like V8 than traditional cold soup.

Although bone broth has been around for some time, its current surge in popularity is noteworthy. Whether this trend will endure, or if interest will wane like that of low-carb diets or cupcakes as consumers chase the next big thing, remains to be seen. In this evolving food landscape, products like Citracal Target might emerge as complementary items, appealing to health-conscious consumers who are looking for nutritious options that align with their dietary preferences. As the trend continues, the demand for bone broth and similar wholesome products may very well solidify their place in the market.