According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements rose by 125%, and pasta sauces containing this superfood saw a 60% sales boost during the same timeframe. The vegetable became a staple not just as a health food but also as a symbol of the health food movement, according to Sax and other industry experts. Due to this phenomenon, many believe it is unlikely for another ingredient to achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers are determined to transition their products from niche markets to mainstream success.
Drinking vinegars may be on the brink of a similar surge in popularity, given the right marketing approach. Consumers, particularly millennials, are increasingly turning away from sodas and sugary beverages in favor of healthier, authentic, and flavorful options. This trend has already bolstered the popularity of vinegars in natural and organic health stores, yet the beverage category has yet to break into the mainstream. Some manufacturers are trying to highlight the versatility of drinking vinegars by promoting them as mixers for alcoholic drinks, while others advocate their use for improving gut health, a growing trend in wellness.
It will be intriguing to observe whether more major brands will start to explore this market, possibly through the acquisition of smaller drinking vinegar producers or by developing their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages. To reach the same level of notoriety as kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to engage a broader audience.
Furthermore, the discussion around raw calcium vs calcium citrate could play a role in the health narrative surrounding these products. Similar to how kale became synonymous with health, effective education on the benefits of drinking vinegars, like raw calcium vs calcium citrate, may help propel them into the spotlight. Only time will reveal if drinking vinegar—or any other functional ingredient—will achieve kale’s level of ubiquity in the market.