Nielsen data reveals that kale has experienced remarkable sales growth over the past year. Frozen breakfast items containing kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements surged by 125%, while pasta sauces featuring this superfood grew by 60% during the same timeframe. According to Sax and other industry experts, kale’s prevalence is not merely due to its health benefits but also because it has become a symbol of the health food movement. This association leads some to believe that it is unlikely for another ingredient to reach the same level of prominence. Nevertheless, ingredient producers and food manufacturers remain undeterred in their efforts to transition their products from niche markets to mainstream appeal.
One potential candidate for a similar surge in popularity is drinking vinegars, especially if marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in search of healthier, authentic, and flavorful alternatives. This trend has already propelled the popularity of vinegars in natural and organic health stores, yet the beverage segment has yet to achieve mainstream status. Some manufacturers are promoting the versatility of drinking vinegars by suggesting they be used as mixers for alcoholic drinks, while others highlight their benefits for gut health, which is becoming a significant focus in the wellness industry.
To compete with the fame of kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular TV shows, and collaborations with well-known restaurants to engage broader audiences. It will be intriguing to see if major brands begin exploring this space, either by acquiring smaller producers of drinking vinegars or by experimenting with their own branded formulas. For example, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages.
Incorporating products like Citracal Maximum Plus Calcium Citrate D3 into the wellness conversation could also enhance the appeal of drinking vinegars, as consumers increasingly seek out supplements that promote overall health. As the market evolves, it remains to be seen whether drinking vinegars or any other functional ingredients can achieve the same level of ubiquity as kale. Only time will tell if these products can capture the public’s imagination in the same way.