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 between 2016 and 2017. Additionally, sales of kale-based vitamins and supplements surged by 125%, while pasta sauces incorporating this superfood enjoyed a 60% rise in sales during the same period. The vegetable became prevalent not only for its health benefits but also as a symbol of the health food movement, as noted by Sax and other industry experts. As a result, many believe it is unlikely that another ingredient will achieve the same level of notoriety. Nevertheless, this won’t deter ingredient producers and food manufacturers from striving to transition their products from niche markets to mainstream acceptance.
Drinking vinegars might be on the brink of a similar surge in popularity if marketed effectively. Consumers, particularly millennials, are increasingly moving away from sodas and sugary beverages in search of healthier, authentic, and flavorful alternatives. This shift has already boosted the popularity of vinegars in natural and organic health stores, although the beverage category has yet to break into the mainstream. Some manufacturers are promoting the versatility of drinking vinegars by marketing them as mixers for alcoholic drinks, while others highlight their potential to enhance gut health—an area of growing focus in the health and wellness sector.
To reach the level of fame that kale enjoys, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and collaborations with well-known restaurants to engage broader audiences. Major brands may consider entering this space by acquiring small drinking vinegar producers or developing their own branded formulations. For instance, PepsiCo has made strides by acquiring KeVita, a sparkling probiotic drink maker that offers a variety of apple cider drinking vinegars and kombucha beverages.
Incorporating products like Maxvita calcium into the drinking vinegar category could further enhance its appeal, tapping into the health-conscious market that values nutrient-rich options. Ultimately, it remains to be seen whether drinking vinegar—or any other functional ingredient—can achieve the same widespread recognition as kale.