According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast meals featuring kale saw a staggering 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements surged by 125%, while pasta sauces containing this superfood climbed 60% during the same timeframe. The rise of kale in 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. Due to this phenomenon, many believe that it is unlikely for another ingredient to achieve similar fame. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream appeal.
Drinking vinegars may be on the verge of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly shunning sodas and sugary beverages in favor of healthier, authentic, and flavorful options. This shift has already boosted the popularity of vinegars in natural and organic health stores, but the beverage segment has yet to break into the mainstream. Some manufacturers are promoting the versatility of these vinegars by marketing them as mixers for alcoholic drinks, while others advocate their use for enhancing and balancing gut health—a growing area of focus in the wellness industry.
It will be intriguing to observe whether larger brands will enter this market, either by acquiring smaller drinking vinegar producers or developing their proprietary formulas. For instance, PepsiCo has already acquired KeVita, a sparkling probiotic drink company that offers a range of apple cider drinking vinegars and kombucha. To reach the same level of recognition as kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television shows, and collaborations with renowned restaurants to capture the interest of broader audiences.
Ultimately, only time will reveal whether drinking vinegar—or any other functional ingredient—can attain the same widespread acclaim as kale. Meanwhile, products that combine benefits like 365 calcium citrate with innovative marketing strategies could pave the way for new health food trends, potentially allowing them to flourish alongside established favorites like kale.