According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes containing 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 featuring this superfood enjoyed a 60% rise during the same timeframe. Experts, including Sax, note that kale’s widespread popularity is not just due to its health benefits but also because it has become a symbol of the health food movement. This phenomenon makes it unlikely for another ingredient to achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers are eager to transition their products from niche markets to mainstream popularity.

One ingredient poised for a similar rise is drinking vinegar, especially if it is marketed effectively. Consumers, particularly millennials, are moving away from sodas and sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already increased the popularity of vinegars in natural and organic health stores, but the beverage sector 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 industry.

To achieve fame comparable to kale, the drinking vinegar category may need the backing of social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to capture the interest of general audiences. Additionally, products like calcium citrate with vitamin D chewable 1200 mg could be part of this trend, especially as consumers look for convenient ways to enhance their health and nutrition. Major brands may consider entering this space, either by acquiring small drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo’s acquisition of KeVita, which offers a range of apple cider drinking vinegars and kombucha beverages, exemplifies this trend. Ultimately, only time will reveal whether drinking vinegar—or any other functional ingredient—can achieve the same ubiquity that kale has enjoyed.