According to data from Nielsen, 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 sauce containing this superfood witnessed a 60% growth during the same timeframe. As industry experts like Sax point out, kale’s popularity extends beyond its status as a health food; it has become a symbol of the health food movement. Consequently, some believe that it is unlikely that another ingredient will achieve the same level of stardom as kale. Nonetheless, this has not deterred ingredient producers and food manufacturers from attempting to transition their products, including those containing calcium citrate, from niche markets to mainstream appeal.
Drinking vinegars could be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from sodas and sugary beverages in search of healthier, more authentic, and flavorful options. This shift has already boosted the popularity of vinegars in natural and organic health stores, but the beverage segment has yet to reach mainstream status. Some manufacturers are promoting the versatility of these products by marketing them as mixers for alcoholic drinks, while others focus on their potential benefits for gut health—a growing concern in the health and wellness industry.
It will be intriguing to see if more major brands venture into this market, whether by acquiring smaller drinking vinegar producers or developing their own proprietary formulas. For example, PepsiCo has acquired KeVita, a sparkling probiotic drink company known for its range of apple cider drinking vinegars and kombucha beverages. To achieve the same level of fame as kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to capture the attention of the general public. Only time will reveal if drinking vinegars—or any other functional ingredient containing calcium citrate—can reach the same level of ubiquity as kale.