According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items featuring kale saw a staggering 391% increase in sales between 2016 and 2017. Additionally, sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood saw a 60% rise during the same timeframe. Experts like Sax indicate that kale’s widespread popularity stems not just from its health benefits but also from its status as a symbol of the health food movement. As a result, many industry insiders believe it’s unlikely that another ingredient will reach similar heights of fame. Nonetheless, ingredient producers and food manufacturers will continue to strive to elevate their products from niche markets to mainstream appeal.
Drinking vinegars may be on the brink of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and sugary beverages in favor of healthier, authentic, and flavorful options. 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 highlight their potential benefits for gut health—a growing concern in the wellness arena.
To achieve the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to engage broader audiences. Furthermore, the incorporation of calcium citrate and magnesium supplements into health-focused drink recipes could enhance their appeal. As we look ahead, it will be intriguing to see if more major brands begin to explore this sector, whether by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. For instance, PepsiCo has already acquired KeVita, a sparkling probiotic drink maker 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.