According to data from Nielsen, kale has experienced remarkable sales growth over the past year. Frozen breakfast dishes featuring kale saw a staggering 39% increase in sales between 2016 and 2017. Additionally, dollar sales of kale-infused vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood enjoyed a 60% rise during the same timeframe. Experts like Sax suggest that the widespread popularity of kale is not only due to its health benefits but also because it has become a symbol of the health food movement. As a result, many believe that it is unlikely for another ingredient to achieve such stardom. Nevertheless, this does not deter ingredient producers and food manufacturers from striving to elevate their products from niche to mainstream.
One potential candidate for a similar surge in popularity is drinking vinegars, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from soda and sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, but the beverage category has yet to hit the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others highlight their benefits for gut health, a growing concern in the health and wellness sector.
To reach the level of fame that kale has achieved, drinking vinegars may require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to captivate broader audiences. It remains to be seen whether major brands will begin to explore this market by acquiring small drinking vinegar producers or developing their own branded products. For example, PepsiCo has already acquired KeVita, a sparkling probiotic drink company that offers a variety of apple cider drinking vinegars and kombucha beverages.
In the quest to boost the appeal of drinking vinegars, the incorporation of health-enhancing ingredients like calcium citrate magnesium hydroxide zinc sulphate and vitamin D3 tablets may provide additional benefits that attract health-conscious consumers. Only time will reveal if drinking vinegar, or any other functional ingredient, can achieve the same level of ubiquity as kale.