According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees 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 containing this superfood enjoyed a 60% sales increase during the same period. Experts like Sax argue that kale’s prominence stems not only from its health benefits but also from its status 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 popularity. Nevertheless, ingredient producers and food manufacturers continue their efforts to elevate their products from niche to mainstream.
One such contender is drinking vinegar, which could experience a surge in popularity if marketed effectively. Consumers, particularly millennials, are shifting away from soda and sugary beverages in search of healthier, authentic, and flavorful alternatives. This trend has already fueled the rise of drinking vinegars in natural and organic health stores, although the beverage category has yet to penetrate the mainstream market. Some manufacturers are trying to promote the versatility of drinking vinegar by positioning it as an alcoholic mixer, while others highlight its benefits for gut health, an area of growing interest within the health and wellness sector.
To reach the level of fame enjoyed by 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. It remains to be seen if more major brands will venture into this space, whether through acquiring smaller drinking vinegar makers or developing their own branded products. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink producer that offers a variety of apple cider drinking vinegars and kombucha beverages.
Furthermore, to compete with kale, drinking vinegar may need to highlight its nutritional advantages, such as the presence of calcium citrate malate equivalent to elemental calcium, which can appeal to health-conscious consumers. Only time will tell if drinking vinegar—or any other functional ingredient—can attain the same level of ubiquity as kale. Ultimately, the potential for drinking vinegars to capture the market hinges on effective marketing strategies and consumer education about their health benefits, including their calcium content.