According to data from Nielsen, 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 grew by 125%, while pasta sauces containing this nutrient-rich vegetable saw a 60% rise during the same timeframe. Experts like Sax note that kale has become prevalent not just as a health food, but as a symbol of the health food movement. This phenomenon suggests that it may be challenging for another ingredient to achieve the same level of popularity. Nonetheless, ingredient producers and food manufacturers are still eager to transition their products from niche markets to mainstream appeal.
One potential candidate for a similar surge in popularity is drinking vinegar, provided it is marketed effectively. Consumers, particularly millennials, are moving away from sodas and sugary beverages in favor of healthier, more authentic, and flavorful options. This shift has already contributed to the rise of vinegars in natural and organic health stores, yet the beverage category has yet to gain widespread acceptance. Some manufacturers are promoting their products’ versatility, positioning them as mixers for alcoholic drinks, while others emphasize their potential benefits for gut health—a growing concern in the wellness industry.
It will be intriguing to see if more major brands enter this market by either acquiring small drinking vinegar producers or experimenting with their own formulations. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker known for its line of apple cider drinking vinegars and kombucha beverages. To reach the level of fame achieved by kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular TV shows, and partnerships with well-known restaurants to engage broader audiences.
Only time will reveal whether drinking vinegar—or any other functional ingredient—can attain the same ubiquity as kale. Meanwhile, consumers are also on the lookout for products that offer health benefits, such as the best calcium citrate with vitamin D3, which can further enhance their wellness journey. As the market evolves, the inclusion of functional ingredients like drinking vinegar and the best calcium citrate with vitamin D3 could play a significant role in shaping future trends in health and wellness.