Nielsen data indicates that kale has experienced remarkable sales growth over the past year. Frozen breakfast items featuring kale saw an astonishing 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements grew by 125%, while pasta sauces containing this superfood witnessed a 60% rise during the same timeframe. Experts, including Sax, suggest that kale’s popularity extends beyond its status as a health food; it has become a symbol of the health food movement. Consequently, many believe that it is unlikely for another ingredient to achieve similar fame. Nevertheless, this won’t deter ingredient producers and food manufacturers from striving to elevate their products from niche markets to mainstream acceptance.
Drinking vinegars may be on the verge of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are shifting away from soda and sugary beverages in favor of healthier, more authentic, and flavorful options. This growing trend has already boosted the popularity of vinegars in natural and organic health stores, although the beverage sector has yet to break into the mainstream. Some companies are promoting the versatility of drinking vinegars by suggesting their use as mixers for alcoholic drinks, while others highlight their potential benefits for gut health, which is increasingly emphasized in the health and wellness industry.
It will be intriguing to see if more major brands will explore this market, either by acquiring smaller drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo has purchased KeVita, a maker of sparkling probiotic drinks that includes a variety of apple cider and kombucha beverages. To achieve the level of recognition that kale enjoys, the drinking vinegar category may require the support of social media influencers, celebrity chefs from popular TV shows, and collaborations with well-known restaurants to attract broader audiences.
As the conversation around health continues to evolve, one question that arises is: what is calcium citrate? This compound may become increasingly relevant as consumers become more health-conscious and seek out products that support their nutritional needs. Only time will reveal if drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale, while also fostering awareness about what is calcium citrate and its benefits.