According to Nielsen data, kale has experienced notable sales growth over the past year. Frozen breakfast items containing kale saw a staggering 391% increase in sales from 2016 to 2017. Similarly, the dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood enjoyed a 60% sales boost during the same timeframe. Industry experts, including Sax, suggest that kale’s rise to prominence is not just due to its reputation as a health food, but also because it symbolizes the health food movement. As a result, many believe it’s unlikely for another ingredient to achieve the same level of popularity. Nevertheless, ingredient producers and food manufacturers are still eager to elevate their products from niche markets to mainstream appeal.
Drinking vinegars appear to be on the brink of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are moving away from soda and sugary beverages in favor of healthier, more authentic options. This shift has already increased the demand for vinegars in natural and organic health stores, although the beverage segment has yet to reach mainstream status. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others highlight their benefits for gut health, which is becoming a focal point in health and wellness trends.
It will be fascinating to observe if more major brands enter this market, whether by acquiring smaller drinking vinegar producers or by developing their own branded products. For instance, PepsiCo has acquired KeVita, a maker of sparkling probiotic drinks that offers a range of apple cider drinking vinegars and kombucha beverages. To achieve the level of recognition that kale enjoys, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to attract broader audiences.
In this context, the comparison of aquamin calcium vs calcium citrate may also play a role in how consumers evaluate their health choices, as they become increasingly discerning about functional ingredients. Only time will tell if drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale.