According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, the dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces that included this superfood enjoyed a 60% rise during the same timeframe. Sax and other industry experts suggest that kale’s prominence stems not only from its health benefits but also from its status as a symbol of the health food movement. Consequently, many believe that another ingredient may struggle to achieve similar celebrity status. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream appeal.
Drinking vinegars might be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from soda and other sugary beverages in search of options that are healthy, authentic, and flavorful. This shift has already boosted the popularity of vinegars in natural and organic health stores, although the beverage category has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic drinks, while others suggest their use for enhancing gut health—a key focus in the health and wellness sector.
To achieve fame akin to that of kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to engage broader audiences. Furthermore, the integration of calcium citrate, vitamin D, magnesium, and zinc tablets into health routines could complement the appeal of drinking vinegars, leveraging their health benefits. It will be intriguing to see whether major brands venture into this market, either by acquiring a small drinking vinegar producer or by experimenting with their own branded formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink manufacturer that offers a variety of apple cider drinking vinegars and kombucha beverages.
Ultimately, only time will reveal if drinking vinegar—or any other functional ingredient—can achieve the same level of ubiquity as kale. Meanwhile, the potential for calcium citrate, vitamin D, magnesium, and zinc tablets to resonate with health-conscious consumers remains a promising avenue worth exploring.