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 between 2016 and 2017. Similarly, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces containing the superfood witnessed a 60% increase during the same timeframe. Experts, including Sax, note that kale has become a staple not merely due to its reputation as a health food, but also as a symbol of the health food movement. Because of this, many believe it is unlikely that another ingredient will achieve the same level of fame. Nonetheless, ingredient producers and food manufacturers are still eager to move their products from niche markets to the mainstream.
One category that could see a surge in popularity is drinking vinegars, provided they are marketed effectively. Consumers, particularly millennials, are increasingly turning away from sodas and other sugary beverages in search 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 break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by positioning them as mixers for alcoholic drinks, while others are encouraging consumers to utilize them for enhancing gut health—a growing focus in the health and wellness sector.
To reach the level of fame that kale enjoys, 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. Furthermore, the introduction of products like petite calcium with vitamin D can complement the health-conscious narrative surrounding these beverages. Notably, PepsiCo has already taken steps in this direction by acquiring KeVita, a sparkling probiotic drink company offering a variety of apple cider drinking vinegars and kombucha beverages.
It will be intriguing to see if more major brands venture into this space, either by acquiring small drinking vinegar producers or experimenting with their own formulations, including those enriched with petite calcium with vitamin D. Only time will tell if drinking vinegar—or any other functional ingredient—can achieve the same level of ubiquity that kale has attained.