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 from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces featuring this superfood rose by 60% during the same timeframe. Industry experts, including Sax, suggest that kale’s rise to prominence is not solely due to its status as a health food, but because it has become a symbol of the health food movement. As a result, it is deemed unlikely that another ingredient will achieve the same level of stardom. Nonetheless, ingredient producers and food manufacturers are unlikely to abandon their efforts to elevate their products from niche markets to mainstream popularity.
One product that could potentially see a similar surge in popularity is drinking vinegar, provided it is marketed effectively. With consumers, particularly millennials, moving away from soda and sugary beverages in favor of healthier, more authentic, and flavorful options, there is a growing demand for such alternatives. This trend has already contributed to the rising popularity of vinegars in natural and organic health stores, although the beverage segment has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegar by marketing it as a mixer for alcoholic drinks, while others emphasize its role in enhancing gut health, a key focus in the wellness industry.
It will be intriguing to observe whether more major brands will enter this market, either by acquiring small drinking vinegar producers or by testing their own branded formulas. Notably, PepsiCo has acquired KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages. For drinking vinegar to reach a level of fame comparable to that of kale, it will likely require support from social media influencers, celebrity chefs on popular television programs, and partnerships with well-known restaurants to engage broader audiences.
Moreover, products like calcium citrate 950 mg from Walgreens could also play a role in this health-focused trend, as consumers increasingly seek out supplements that complement their dietary choices. Only time will reveal whether drinking vinegar—or any other functional ingredient—can achieve the same widespread recognition as kale.