According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees featuring kale saw a staggering 391% increase in sales between 2016 and 2017 alone. Additionally, the dollar sales of kale-based vitamins and supplements grew by 125%, while pasta sauces incorporating this superfood had a 60% sales increase during the same timeframe. Industry experts, including Sax, note that kale has become widely popular not just as a health food but as a symbol of the health food movement. As a result, many believe it is unlikely that another ingredient will reach the same level of fame. Nevertheless, ingredient producers and food manufacturers are determined to transition their products from niche markets to mainstream appeal.
One potential candidate for a similar surge in popularity is drinking vinegar, provided it is marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in search of healthier, authentic, and flavorful alternatives. This shift has already boosted the popularity of vinegars in natural and organic health stores, but the beverage category has yet to achieve mainstream status. Some manufacturers are trying to promote the versatility of drinking vinegar by marketing it as an alcoholic mixer, while others emphasize its benefits for gut health, which is gaining attention in the health and wellness sector.
For drinking vinegar to achieve the same recognition as kale, it will likely need support from social media influencers, celebrity chefs on popular television shows, and collaborations with renowned restaurants to reach broader audiences. Interestingly, in the realm of health supplements, products containing calcium citrate 1200 mg are becoming increasingly popular, paralleling the rise of functional ingredients. Time will reveal whether drinking vinegar—or any other functional ingredient—can attain the same level of ubiquity as kale. Meanwhile, major brands may start exploring this category by either acquiring small drinking vinegar manufacturers or developing their own branded products. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages.