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 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 during the same timeframe. Experts like Sax believe that kale’s prominence is not solely due to its status as a health food, but also because it has become a symbol of the health food movement. As a result, many industry insiders think it’s unlikely that another ingredient will achieve the same level of fame. However, this doesn’t deter ingredient producers and food manufacturers from striving to elevate their offerings from niche products to mainstream staples.
Drinking vinegars might be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sugary drinks like soda in search of healthier, authentic, and flavorful alternatives. This trend has already increased the demand for vinegars in natural and organic health stores, though the beverage category has yet to break into the mainstream market. 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, which is becoming increasingly important in the wellness sector.
It will be fascinating to observe whether larger brands start to explore this category, whether by acquiring smaller drinking vinegar producers or experimenting with their own formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha products. To achieve the same level of recognition as kale, the drinking vinegar category may require the support of social media influencers, celebrity chefs on popular cooking shows, and collaborations with well-known restaurants to capture the attention of a broader audience.
Moreover, incorporating products like calcium citrate chewable supplements into this wellness movement could further enhance the appeal of health-focused beverages. Only time will reveal if drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale. As the health food landscape evolves, the potential for calcium citrate chewable products to gain traction alongside these trends remains an intriguing prospect.