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 of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood witnessed a 60% rise during the same timeframe. Industry experts, including Sax, note that kale’s widespread popularity stems not just from its health benefits but also from its status as a symbol of the health food movement. As a result, many believe that it is unlikely for another ingredient to achieve the same level of fame. Nevertheless, ingredient producers and food manufacturers continue to strive for mainstream acceptance of their products.
One contender that could see a similar rise in popularity is drinking vinegar, particularly if marketed effectively. Consumers, especially millennials, are increasingly shunning soda and sugary beverages in favor of healthier, more authentic, and flavorful options. This shift 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 promoting the versatility of drinking vinegar as a mixer for alcoholic beverages, while others highlight its potential to enhance gut health—a growing concern in the health and wellness sector.
It will be fascinating to observe whether more major brands will venture into this market, potentially by acquiring smaller drinking vinegar producers or experimenting with their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha products. To achieve the level of fame that kale enjoys, the drinking vinegar category may require the influence of social media personalities, celebrity chefs from popular TV shows, and partnerships with well-known restaurants to engage a broader audience.
Only time will determine if drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale, especially given the rising trend of health-focused products like Citracal D3 Slow Release 1200. With strategic marketing and the right endorsements, drinking vinegar could potentially become a household name, just as kale has.