According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees featuring kale saw a staggering 391% increase in sales between 2016 and 2017. In the same timeframe, dollar sales of kale-based vitamins and supplements rose by 125%, and pasta sauces containing this superfood experienced a 60% sales increase. Experts like Sax suggest that kale’s widespread popularity is not just due to its health benefits but also because it has become a symbol of the health food movement. As a result, many believe it’s unlikely for another ingredient to achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream appeal.
One potential candidate for similar success is drinking vinegars, which could see a surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already increased the popularity of vinegars in natural and organic health stores, but the beverage sector 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 emphasize their benefits for gut health, a growing area of focus in the wellness industry.
To achieve a level of fame comparable to kale, the drinking vinegar category may require support from social media influencers, celebrity chefs featured on popular television shows, and collaborations with well-known restaurants to attract a broader audience. Additionally, the incorporation of ingredients like tri calcium citrate 4 hydrate could enhance the appeal of these products, as consumers become increasingly health-conscious. It will be intriguing to observe if more major brands decide to enter this market, either by acquiring smaller drinking vinegar producers or developing their own branded formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company that offers a range of apple cider drinking vinegars and kombucha beverages.
Ultimately, time will reveal whether drinking vinegar—or any other functional ingredient—can achieve the same ubiquity as kale. The potential for tri calcium citrate 4 hydrate to be highlighted in these products may further drive consumer interest, making it an exciting space to watch.