According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees containing kale saw a staggering 391% increase in sales from 2016 to 2017 alone. Additionally, dollar sales of kale-based vitamins and supplements grew by 125%, while pasta sauces featuring this superfood witnessed a 60% rise during the same period. Experts like 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. This trend makes it seem unlikely that another ingredient will reach the same level of fame. Nonetheless, this does not deter ingredient producers and food manufacturers from attempting to move their products from niche markets to mainstream acceptance.
Drinking vinegars may be on the verge of a similar surge in popularity if they are marketed effectively. Consumers, particularly millennials, are increasingly shifting away from soda and sugary drinks in favor of healthier, authentic, and flavorful options. This trend has already boosted the popularity of vinegars in natural and organic health stores, yet the beverage category has yet to achieve mainstream status. Some manufacturers are promoting the versatility of drinking vinegars by positioning them as mixers for alcoholic beverages, while others emphasize their potential benefits for gut health, an area of growing interest in the wellness sector.
To achieve the same level of recognition as kale, the drinking vinegar category might require support from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to attract a broader audience. It will be intriguing to see if more major brands enter this market, whether by acquiring a small drinking vinegar producer or experimenting with their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic drink maker known for its variety of apple cider drinking vinegars and kombucha beverages.
To reach the widespread appeal of kale, the drinking vinegar category will likely need to leverage strategies similar to those that have propelled other successful health foods, including partnerships with wellness influencers and effective marketing campaigns highlighting benefits such as liquid calcium citrate near me. Ultimately, only time will reveal whether drinking vinegar—or any other functional ingredient—will achieve the same omnipresence as kale.