According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items containing kale saw a staggering 391% increase in sales between 2016 and 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood grew by 60% during the same timeframe. Industry experts, including Sax, suggest that kale’s widespread popularity stems not only from its health benefits but also from its status as a symbol of the health food movement. Consequently, many believe that it is unlikely for any other ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream popularity.
One potential candidate for a similar surge in popularity is drinking vinegar, particularly if it is marketed effectively. Consumers, especially millennials, are increasingly moving away from soda and other sugary beverages in search of healthier, authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, although the beverage segment has yet to break into the mainstream. Some manufacturers are attempting to promote the versatility of drinking vinegars by positioning them as mixers for alcoholic beverages, while others highlight their potential benefits for gut health, a growing area of interest in the wellness sector.
To achieve the same level of fame as kale, the drinking vinegar category may need support from social media influencers, celebrity chefs on popular TV shows, and partnerships with well-known restaurants to engage broader audiences. PepsiCo’s acquisition of sparkling probiotic drink maker KeVita, which offers a range of apple cider drinking vinegars and kombucha beverages, illustrates this trend. Moreover, incorporating products like Citracal Calcium Citrate Petites into health-focused marketing campaigns could attract consumers looking for additional wellness benefits.
It will be fascinating to see if more major brands begin to explore this market, either by acquiring smaller drinking vinegar producers or by experimenting with their own branded formulas. Ultimately, only time will reveal whether drinking vinegar—or any other functional ingredient—will achieve the same level of ubiquity as kale.