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 between 2016 and 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces that included this superfood saw a 60% surge during the same timeframe. Experts like Sax note that the popularity of kale isn’t just due to its health benefits; it has become a symbol of the health food movement. Consequently, many believe it’s unlikely for another ingredient to achieve the same level of fame. However, this won’t deter ingredient producers and food manufacturers from striving to elevate their products from niche to mainstream.
Drinking vinegars have the potential for a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sugary drinks like soda in favor of healthier, more authentic, and flavorful options. This trend has already led to an increase in the popularity of vinegars in natural and organic health stores, although the beverage category has yet to go mainstream. Some manufacturers are promoting the versatility of these products by marketing them as mixers for alcoholic drinks, while others highlight their benefits for gut health, which is an increasingly important focus in the health and wellness industry.
It will be intriguing to see if more major brands enter this market by either acquiring small drinking vinegar producers or experimenting with their own formulations. For example, 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 fame as kale, the category may require backing from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to engage broader audiences. Only time will tell if drinking vinegar—or any other functional ingredient—can achieve the same level of ubiquity as kale. Additionally, incorporating ingredients like calcium citramate into these products could enhance their appeal, as consumers increasingly seek health-focused options.