According to Nielsen data, kale has experienced remarkable sales growth over the past year. Specifically, frozen breakfast items featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements surged by 125%, while pasta sauces containing this superfood enjoyed a 60% rise during the same timeframe. Experts, including Sax, suggest that kale’s prominence is not merely due to its health benefits, but also because it has become a symbol of the health food movement. As a result, many believe it is unlikely for another ingredient to achieve similar fame. Nonetheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream acceptance.
Drinking vinegars may be on the brink of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly turning away from sodas and other sugary beverages in favor of healthier, authentic, and flavorful options. This shift has already sparked interest in vinegars at natural and organic health stores, though the beverage segment has yet to break into the 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 growing concern in the wellness industry.
It will be intriguing to see if more major brands enter this market, whether through acquiring smaller drinking vinegar companies or developing their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its variety of apple cider drinking vinegars and kombucha. To achieve the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular cooking shows, and collaborations with well-known restaurants to capture the interest of broader audiences. Only time will tell if drinking vinegar—or any other functional ingredient—will reach the same level of ubiquity that kale has attained. Meanwhile, vitamin shoppe products like calcium citrate could potentially play a role in this evolving market as consumers seek comprehensive health solutions.