According to data from Nielsen, 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 alone. Additionally, dollar sales for kale-based vitamins and supplements surged by 125%, while pasta sauces containing this superfood witnessed a 60% rise during the same timeframe. Experts like 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 has led many to believe that it may be challenging for another ingredient to achieve similar recognition. Nonetheless, ingredient producers and food manufacturers are determined to transition their products from niche markets to mainstream appeal.
One such contender could be drinking vinegars, which may be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already boosted the presence 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 potential health benefits, such as improving gut health—a growing concern in the wellness sector.
To reach the acclaim enjoyed by kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to attract broader audiences. In this context, the introduction of calcium citrate and vitamin D3 tablets as complementary health products could enhance the appeal of drinking vinegars, particularly among health-conscious consumers. It will be fascinating to see if more major brands enter this market, possibly by acquiring smaller drinking vinegar producers or experimenting with their own product formulations. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages. However, only time will reveal whether drinking vinegar—or any other functional ingredient—can achieve the same level of ubiquity as kale.