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 between 2016 and 2017. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood experienced a 60% rise during the same timeframe. Industry experts, including Sax, note that kale became widespread not just as a health food but also as a symbol of the health food movement. As a result, many believe it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, this won’t deter ingredient producers and food manufacturers from striving to transition their products from niche to mainstream.
Drinking vinegars may be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from soda and sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, yet the beverage category has yet to break into the mainstream. Some manufacturers are promoting the versatility of these vinegars, suggesting they can be used as mixers for alcoholic drinks, while others advocate for their benefits in improving gut health—a growing focus in wellness circles.
It will be interesting to observe whether larger brands begin to explore this market, perhaps by acquiring smaller drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo recently acquired KeVita, a sparkling probiotic drink manufacturer that offers a range of apple cider drinking vinegars and kombucha beverages. To achieve the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to engage broader audiences.
Only time will tell if drinking vinegar—or any other functional ingredient—can reach the ubiquity of kale. Incorporating ingredients like calcium citrate in liquid form could enhance their appeal, particularly as consumers look for convenient and effective health options. The journey to mainstream acceptance for drinking vinegars may hinge on their ability to leverage such innovations and capture consumer interest.