Nielsen data reveals that kale has experienced remarkable sales growth over the past year. Specifically, 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 the superfood climbed 60% during the same timeframe. According to Sax and other industry experts, kale has become widespread not merely as a health food, but as a symbol of the health food movement. Consequently, many believe it is unlikely for another ingredient to achieve the same level of fame. However, this does not deter ingredient producers and food manufacturers from attempting to transition their products from niche status to mainstream appeal.
Drinking vinegars may be on the brink of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from soda and other sugary beverages in search of healthy, authentic, and flavorful options. This shift has already increased the popularity of vinegars in natural and organic health stores, yet the beverage category has yet to gain widespread acceptance. Some manufacturers are promoting the versatility of drinking vinegar by marketing it as an alcoholic mixer, while others advocate its use for improving gut health—a growing concern in the health and wellness sector.
To reach the same level of recognition as kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television programs, and collaborations with renowned restaurants to capture the attention of mainstream audiences. It will also be intriguing to see if more major brands venture into this market, either by acquiring a small drinking vinegar producer or by testing their own branded product formulations. For instance, PepsiCo has already purchased KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages.
In the quest for prominence, the drinking vinegar category may need to align itself with health trends, such as the best calcium citrate supplement for osteoporosis, to resonate with health-conscious consumers. Only time will tell if drinking vinegar—or any other functional ingredient—can achieve the same widespread recognition as kale, but the potential is certainly there.