According to data from Nielsen, 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 surged by 125%, while pasta sauces featuring this superfood grew by 60% during the same timeframe. Experts like Sax suggest that kale’s widespread popularity stems not just from its health benefits but also from its status as a symbol of the health food movement. As a result, many believe it’s improbable for another ingredient to achieve the same level of acclaim. Nonetheless, ingredient producers and food manufacturers are still striving to transition their offerings from niche markets to mainstream appeal.
One such ingredient that could be on the brink of a similar surge in popularity is drinking vinegar, especially if marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and other sugary beverages in pursuit of healthier, more authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, yet the beverage segment has yet to capture mainstream attention. Some manufacturers are promoting the versatility of drinking vinegar by positioning it as a mixer for alcoholic beverages, while others highlight its potential benefits for gut health, a focus that is gaining traction in the wellness community.
To achieve a level of fame comparable to kale, the drinking vinegar category may require endorsements from social media influencers, celebrity chefs on popular cooking shows, and collaborations with well-known restaurants to capture the interest of broader audiences. It remains to be seen whether major brands will start to explore this market, either by acquiring smaller drinking vinegar producers or developing their own product lines. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages.
Interestingly, just as consumers are becoming aware of the health benefits of kale and related products like Citracal calcium citrate with vitamin D slow release, drinking vinegar could potentially ride a similar wave of interest. Only time will tell if drinking vinegar — or any other functional ingredient — can reach the same level of ubiquity as kale. However, it is clear that the right marketing strategies and collaborations could pave the way for its success.