According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items that incorporate kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood enjoyed a 60% boost in the same timeframe. Industry experts like Sax suggest that kale’s popularity transcends its status as a health food; it has become a symbol of the health food movement itself. Consequently, some believe that it is unlikely any other ingredient will achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers continue to strive to transition their products from niche markets to mainstream acceptance.
Drinking vinegars may be on the brink of a similar surge in popularity if promoted effectively. Consumers, particularly millennials, are moving away from soda and other sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already increased the appeal of vinegars in natural and organic health stores, but the beverage category has yet to break into the mainstream. Some manufacturers are attempting to highlight the versatility of drinking vinegars by marketing them as mixers for alcoholic drinks, while others promote them as a means to enhance gut health—an increasingly important focus in the wellness industry.
It will be intriguing to observe whether more major brands will explore this market, either by acquiring smaller drinking vinegar companies or by experimenting with their own formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages. To achieve the same level of recognition as kale, 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 engage broader audiences.
Moreover, as consumers look for functional ingredients, there may be a growing interest in products containing calcium citrate with or without food. This trend could further enhance the visibility of drinking vinegars and other functional ingredients. However, only time will reveal whether drinking vinegar—or any other functional ingredient—can reach the level of ubiquity that kale enjoys today.