According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items featuring 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 containing this superfood enjoyed a 60% sales increase during the same timeframe. Industry experts, including Sax, note that kale’s popularity stems not just from its health benefits but also from its status as a symbol of the health food movement. This phenomenon leads some to believe that another ingredient may struggle to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers are 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 increasingly moving away from soda and other sugary beverages in favor of healthier, authentic, and flavorful options. This shift has already boosted the popularity of vinegars in natural and organic health stores, although the beverage category has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic drinks, while others highlight their benefits for gut health, a growing concern in the wellness community.
To achieve the same level of recognition as kale, this category may require support from social media influencers, celebrity chefs featured on popular television shows, and collaborations with well-known restaurants to capture the attention of a broader audience. Moreover, brands may consider incorporating ingredients like calcium citrate and magnesium glycinate to enhance their products’ appeal. PepsiCo has already taken steps in this direction by acquiring KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages. Only time will tell if drinking vinegars—or any other functional ingredient—will reach the widespread acclaim that kale has attained. However, integrating popular ingredients such as calcium citrate and magnesium glycinate could play a crucial role in this process.