Nielsen data reveals that kale has experienced remarkable sales growth over the past year. Specifically, frozen breakfast items incorporating 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 featuring this superfood enjoyed a 60% rise during the same timeframe. According to Sax and other industry experts, kale has become a staple not only as a health food but also as a symbol of the health food movement. Consequently, some experts believe it is unlikely that another ingredient will achieve the same level of fame. Nevertheless, this does not deter ingredient producers and food manufacturers from striving to transition their offerings from niche markets to mainstream acceptance.
Drinking vinegars could be on the brink of a similar surge in popularity, provided they are marketed effectively. Consumers, particularly millennials, are increasingly moving away from sugary beverages like ferrous gluconate soda, seeking healthier, more authentic, and flavorful alternatives. This trend has already fueled the popularity of vinegars in natural and organic health stores, although the beverage segment has yet to break into the mainstream market. Some manufacturers are promoting the product’s versatility by marketing it as a mixer for alcoholic drinks, while others highlight its potential benefits for gut health, a growing concern within the wellness industry.
It will be intriguing to see if larger brands start exploring this category by either acquiring smaller drinking vinegar producers or developing their own branded formulas. For instance, PepsiCo has acquired KeVita, a sparkling probiotic beverage company known for its range of apple cider drinking vinegars and kombucha products. To achieve 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 prominent restaurants to engage a broader audience.
Moreover, as consumers become more health-conscious, they are also becoming increasingly aware of the side effects of calcium citrate with vitamin D3. This growing awareness could further influence their choices in functional ingredients, including drinking vinegars. Only time will tell if drinking vinegar—or any other functional ingredient—will reach the same level of ubiquity as kale.