According to Nielsen data, kale has experienced remarkable sales growth over the past year. Between 2016 and 2017 alone, frozen breakfast entrées featuring kale saw a staggering 391% increase in sales. Additionally, the dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood enjoyed a 60% boost in sales during the same timeframe. Industry experts, including Sax, suggest that kale’s widespread popularity stems not only from its health benefits but also from its status as a symbol of the health food movement. Consequently, many believe that it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream appeal.
Drinking vinegars may be on the verge of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and other sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already driven the rise of vinegars in natural and organic health stores; however, the beverage category has yet to break into the mainstream. Some manufacturers are attempting to highlight the versatility of drinking vinegars by promoting them as mixers for alcoholic beverages, while others are encouraging their use for enhancing gut health—a growing concern in the health and wellness industry.
It will be intriguing to observe whether more major brands start exploring this market, either by acquiring smaller drinking vinegar producers or by developing their own branded formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages. To reach the same level of recognition as kale, the drinking vinegar category may require the endorsement of social media influencers, celebrity chefs on popular TV shows, and collaborations with well-known restaurants to engage broader audiences.
Only time will reveal whether drinking vinegar—or any other functional ingredient—will achieve the same ubiquity as kale. Interestingly, as consumers become more health-conscious, questions about various ingredients arise, such as whether calcium citrate causes kidney stones. This concern reflects a growing awareness about the health implications of dietary choices. As the market evolves, it will be crucial for consumers to stay informed about such topics while exploring new trends in health and wellness.