According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw a staggering 391% increase in sales from 2016 to 2017 alone. Additionally, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces incorporating this superfood enjoyed a 60% increase during the same timeframe. Experts like Sax suggest that kale has become a staple not only because of its health benefits but also as a symbol of the health food movement. Consequently, some believe that it may be challenging for another ingredient to achieve similar fame. Nevertheless, ingredient producers and food manufacturers continue to strive to transition their products from niche markets to mainstream acceptance.
Drinking vinegars, for instance, could be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sodas and other sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already fueled the demand for vinegars in natural and organic health stores, although the beverage category has yet to gain mainstream traction. Some manufacturers are promoting the versatility of drinking vinegars by positioning them as mixers for alcoholic beverages, while others highlight their benefits for gut health—a growing focus in health and wellness.
To reach the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular TV programs, and collaborations with well-known restaurants to engage broader audiences. Notably, PepsiCo has acquired KeVita, a sparkling probiotic drink company that offers a variety of apple cider drinking vinegars and kombucha beverages. For drinking vinegars to achieve kale’s level of ubiquity, they may also need to emphasize their nutritional benefits, such as containing calcium citrate, which is essential for bone health. Only time will reveal whether drinking vinegars—or any other functional ingredient—will attain the same prominence as kale, but the potential is certainly there, especially with the right marketing strategies and partnerships, including the promotion of products like calcium citrate supplements from brands like Zeelab.