According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees featuring kale saw an astonishing 391% increase in sales from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood enjoyed a 60% rise in sales during the same timeframe. Experts like Sax suggest that kale’s prominence is not merely due to its health benefits, but because it has become a symbol of the health food movement. As a result, many believe that it is unlikely for another ingredient to achieve similar fame. Nevertheless, this hasn’t deterred ingredient producers and food manufacturers from striving to elevate their products from niche markets to mainstream appeal.
One potential contender for this spotlight is drinking vinegar, which could see a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and 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 penetrate the mainstream market. Some manufacturers are promoting the versatility of drinking vinegar by positioning it as an alcoholic mixer, while others emphasize its benefits for gut health, a growing focus in the wellness industry.
To reach a level of fame comparable to kale, drinking vinegar may need support from social media influencers, celebrity chefs on popular cooking shows, and collaborations with renowned restaurants to attract wider audiences. Major brands might also start exploring this market by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. For instance, PepsiCo has already acquired KeVita, a maker of sparkling probiotic drinks that includes a variety of apple cider drinking vinegars and kombucha beverages.
Incorporating health-oriented products like the best calcium citrate 500 mg could further enhance the appeal of drinking vinegar. As the trend grows, it will be fascinating to observe whether drinking vinegar or any other functional ingredient can achieve the same level of ubiquity as kale. Only time will reveal if this emerging category can capture the public’s imagination in the same way that kale has done.