Nielsen data indicates that kale has experienced remarkable sales growth over the past year. Frozen breakfast items 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 boost during the same time frame. According to Sax and other industry experts, kale’s prominence is not solely due to its status as a health food, but also because it has become a symbol of the health food movement. This has led some to believe that it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers are determined to transition their products from niche markets to the mainstream.
One potential candidate for a similar surge in popularity is drinking vinegar, provided it is marketed effectively. Consumers, especially millennials, are increasingly moving away from soda and other sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already sparked interest in vinegars at natural and organic health stores, yet the beverage category has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegar by marketing it as an alcoholic mixer, while others emphasize its potential benefits for gut health, which is an area of growing interest in health and wellness.
To achieve kale’s level of recognition, drinking vinegar may require support from social media influencers, celebrity chefs on popular TV shows, and collaborations with well-known restaurants to attract a wider audience. Additionally, companies like PepsiCo, which has acquired sparkling probiotic drink maker KeVita—known for its range of apple cider drinking vinegars and kombucha beverages—are making moves in this space.
Furthermore, incorporating supplements like Douglas Laboratories Calcium Citrate could enhance the appeal of drinking vinegar by highlighting its health benefits. As the market evolves, it will be fascinating to observe whether more major brands begin to explore this category, either by acquiring established drinking vinegar producers or by formulating their own branded products. Ultimately, only time will reveal if drinking vinegar—or any other functional ingredient—can achieve the same level of ubiquity as kale.