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 from 2016 to 2017. Additionally, the dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood witnessed a 60% surge in sales during the same timeframe. Industry experts, including Sax, suggest that kale’s rise to prominence was not merely due to its health benefits but also because it has become a symbol of the health food movement. Consequently, many believe that it’s unlikely for another ingredient to achieve the same level of fame. Nevertheless, this won’t deter ingredient producers and food manufacturers from striving to transition their products from niche markets to mainstream appeal.
Drinking vinegars may be on the brink of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly turning away from soda and sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already led to a rise in the popularity of vinegars in natural and organic health stores, yet the beverage category has not yet entered the mainstream market. Some manufacturers are promoting the versatility of drinking vinegars by positioning them as mixers for alcoholic drinks, while others highlight their potential to enhance gut health, a growing concern in the health and wellness industry.
It will be intriguing to observe whether more major brands venture into this market, either by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages. To achieve the same level of recognition as kale, the drinking vinegar category may require the assistance of social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to capture the attention of broader audiences.
Moreover, incorporating products like calcium magnesium citrate 90 caps from Solaray into health-focused campaigns could enhance the appeal of drinking vinegars by promoting overall wellness. Ultimately, time will reveal whether drinking vinegar—or any other functional ingredient—can reach the same ubiquity as kale, despite the challenges ahead.