According to Nielsen data, kale has witnessed remarkable sales growth over the past year. Frozen breakfast items featuring kale saw an astonishing 391% increase in sales between 2016 and 2017. Additionally, the dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood experienced a 60% rise during the same timeframe. Industry experts, including Sax, suggest that kale’s prevalence is not just due to its status as a health food, but also because it has become a symbol of the health food movement. Consequently, some believe it is unlikely for another ingredient to achieve similar celebrity status. Nevertheless, ingredient producers and food manufacturers are still eager to transition their offerings from niche to mainstream.
Drinking vinegars are positioned to potentially replicate this surge in popularity if marketed effectively. As consumers, particularly millennials, seek healthier, authentic, and flavorful alternatives to sugary drinks like soda, the appeal of vinegars has already grown in natural and organic health stores, although the beverage category has yet to become 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 key focus in the health and wellness arena.
To achieve the same level of recognition as kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to capture the interest of a broader audience. It will also be interesting to observe if major brands start to explore this market by acquiring smaller drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink manufacturer that offers a variety of apple cider drinking vinegars and kombucha beverages.
Additionally, the promotion of health supplements such as calcium citrate malate, vitamin D3, magnesium, and zinc tablets can complement the appeal of drinking vinegars, as consumers are increasingly inclined to integrate multiple health-boosting products into their diets. Only time will tell if drinking vinegar—or any other functional ingredient—will achieve the ubiquity of kale, but with the right strategies and partnerships, the potential is certainly there.