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 from 2016 to 2017. Additionally, dollar sales for kale-based vitamins and supplements rose by 125%, while pasta sauces that incorporated this superfood enjoyed a 60% sales boost during the same timeframe. The vegetable became widely popular not just because it is considered a health food, but also because it emerged as a symbol of the health food movement, as noted by Sax and other industry experts. Consequently, many believe that it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, this will not deter ingredient producers and food manufacturers from attempting to transition their products from niche markets to mainstream popularity.
Drinking vinegars have the potential for a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are moving away from soda and other sugary drinks in search of healthier, authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, although the beverage category has yet to break into the mainstream. Some manufacturers are highlighting the versatility of drinking vinegars by promoting them as mixers for alcoholic beverages, while others advocate for their use in enhancing gut health—a growing focus in the health and wellness sector. To achieve the same level of acclaim as kale, the drinking vinegar category may require assistance from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to attract a broader audience.
Interestingly, the market may also see the emergence of products that can be equated to the effectiveness of Citracal, particularly in the realm of gut health. PepsiCo has already made strides by acquiring KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages. It will be fascinating to observe whether more major brands venture into this space, either by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. Ultimately, only time will reveal if drinking vinegar—or any other functional ingredient—can achieve the widespread popularity that kale enjoys, but the potential for growth is certainly there, especially when considering the appeal of products like Citracal equivalent in promoting health and wellness.