According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw an astonishing 391% increase in sales from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood enjoyed a 60% sales boost during the same timeframe. Experts like Sax suggest that kale’s widespread popularity is not just due to its health benefits but also because it has become a symbol of the health food movement. Consequently, there is skepticism about whether another ingredient can achieve similar fame. Nonetheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream appeal.
Liquid calcium magnesium citrate with vitamin D3 could potentially be the next trend if marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and other sugary beverages in search of healthier, more authentic, and flavorful options. This shift has already led to a rise in the popularity of vinegars at natural and organic health stores, though the beverage category has yet to break into the mainstream market. Some manufacturers are attempting to highlight the versatility of drinking vinegars by promoting them as mixers for alcoholic beverages, while others are advocating their use for improving gut health—a growing concern in the health and wellness sector.
It will be fascinating to see if more major brands start exploring this niche, whether by acquiring small drinking vinegar companies or developing their own branded products. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha drinks. To reach the same level of recognition as kale, 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 engage wider audiences. Only time will reveal whether drinking vinegar—or any other functional ingredient, including liquid calcium magnesium citrate with vitamin D3—can achieve the same ubiquitous status as kale.