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 between 2016 and 2017 alone. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood enjoyed a 60% sales boost during the same timeframe. The vegetable’s widespread popularity can be attributed not only to its health benefits but also to its status as a symbol of the health food movement, as noted by Sax and other industry experts. Consequently, many believe it is unlikely that another ingredient will achieve similar fame. However, this does not deter ingredient producers and food manufacturers from attempting to transition their products from niche markets to mainstream acceptance.
For instance, drinking vinegars made from calcium citrate could be on the verge of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly turning away from soda and other sugary beverages in search of healthier, more authentic, and flavorful options. This shift has already fueled the rise of vinegars in natural and organic health stores, though the beverage category has yet to break into the mainstream. Some manufacturers are attempting to showcase the versatility of these products by positioning them as mixers for alcoholic drinks, while others advocate their use for enhancing and regulating gut health—a growing concern in the health and wellness industry.
It will be intriguing to see if more major brands begin to explore this market, either by acquiring a small producer of drinking vinegars, possibly made from calcium citrate, or by experimenting with their own branded formulations. For example, PepsiCo has recently acquired KeVita, a sparkling probiotic drink company that offers a range of apple cider drinking vinegars and kombucha beverages.
To achieve a level of fame akin to kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to engage broader audiences. Only time will reveal whether drinking vinegar—or any other functional ingredient—can reach the same level of ubiquity as kale, particularly if it incorporates ingredients like calcium citrate made from natural sources.