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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 from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces that incorporated this superfood experienced a 60% sales surge during the same timeframe. The vegetable’s popularity has not merely stemmed from its status as a health food; rather, it has become a symbol of the health food movement, as noted by Sax and other industry experts. Given the rise of kale, some believe it is unlikely for another ingredient to achieve the same level of fame. However, this has not deterred ingredient producers and food manufacturers from aiming to transition their products from niche to mainstream markets.
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 other sugary beverages in search of healthier, 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 break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegar by positioning it as an alcoholic mixer, while others encourage its use for enhancing gut health—a growing focus within the health and wellness sector.
It will be fascinating to observe whether major brands begin to explore this market, possibly by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink producer known for its range of apple cider drinking vinegars and kombucha beverages.
To achieve the level of fame that kale enjoys, the drinking vinegar category may require assistance from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to engage broader audiences. Only time will reveal whether drinking vinegar—or any other functional ingredient—can reach the ubiquity of kale. Incorporating other health-focused products, such as calcium citrate D3 1000, could also contribute to the movement, as consumers increasingly seek out diverse health supplements that complement their diets.