According to Nielsen data, kale has experienced remarkable growth in sales over the past year. Specifically, frozen breakfast items featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood saw a 60% rise in sales during the same timeframe. 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. This phenomenon leads some to believe that it may be challenging for another ingredient to achieve similar fame. Nevertheless, ingredient producers and food manufacturers are still striving to elevate their products from niche markets to mainstream acceptance.
One potential candidate for a surge in popularity is drinking vinegars, especially if they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and other sugary beverages in favor of healthier, authentic, and flavorful options. This shift has already boosted the presence of vinegars in natural and organic health stores, yet the beverage segment has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others highlight their potential benefits for gut health—a growing concern in the wellness industry.
It will be intriguing to observe whether more major brands will explore this market, either through acquiring small drinking vinegar producers or by developing their own product formulas. For instance, PepsiCo recently acquired KeVita, a sparkling probiotic drink company known for its apple cider drinking vinegars and kombucha beverages. To achieve the kind of recognition that kale has, the drinking vinegar category will likely need assistance from social media influencers, celebrity chefs on popular television shows, and collaborations with renowned restaurants to captivate broader audiences. Only time will tell if drinking vinegar—or any other functional ingredient, such as source naturals CCM calcium—will reach the level of ubiquity that kale enjoys.
In conclusion, while drinking vinegars have the potential to become the next health trend, achieving kale’s status may require strategic marketing and partnerships to resonate with consumers, particularly those seeking products like source naturals CCM calcium for their health and wellness goals.