According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces containing this superfood enjoyed a 60% boost during the same timeframe. The vegetable has become omnipresent, not just because it is considered a health food, but also because it has become a symbol of the health food movement, as noted by Sax and other industry experts. Consequently, many believe that it will be challenging for another ingredient to achieve the same level of acclaim. Nevertheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream appeal.
Drinking vinegars could potentially see a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are shifting away from soda and sugary beverages in search of something healthier, authentic, and flavorful. This trend has already led to an increase in the popularity of vinegars in natural and organic health stores, but the beverage segment has yet to make a significant impact on the mainstream market. Some manufacturers are promoting the versatility of these products by marketing them as mixers for alcoholic drinks, while others emphasize their benefits for improving gut health, which is a growing focus in the health and wellness sector.
To reach the level of fame that kale has attained, the drinking vinegar category may need support from social media influencers, celebrity chefs on prominent TV shows, and collaborations with well-known restaurants to attract broader audiences. Companies like PepsiCo are already making moves in this direction, having acquired KeVita, a sparkling probiotic drink maker that offers a range of apple cider drinking vinegars and kombucha.
Moreover, there’s a growing interest in products like Citracal for osteoporosis, which underscores the demand for health-oriented functional ingredients. With the right marketing strategies and partnerships, it will be intriguing to see if drinking vinegar—or any other functional ingredient—can achieve the same ubiquity as kale. Only time will reveal whether these beverages can carve out a significant space in the market akin to that of kale.