Nielsen data indicates that kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees containing kale saw an astounding 391% increase in sales from 2016 to 2017. Additionally, dollar sales of kale-based vitamins and supplements surged by 125%, while pasta sauces featuring this superfood enjoyed a 60% rise during the same timeframe. Industry experts, including Sax, note that kale’s popularity stems not just from its health benefits but also from its status as a symbol of the health food movement. As a result, some believe it is unlikely that any other ingredient will achieve the same level of recognition. Nevertheless, ingredient producers and food manufacturers continue to strive to elevate their products from niche markets to mainstream appeal.
One category that could potentially experience a similar surge in popularity, if marketed effectively, is drinking vinegars. Consumers, particularly millennials, are increasingly moving away from sodas and sugary beverages in search of healthier, authentic, and flavorful options. The popularity of vinegars has already been evident 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 marketing them as mixers for alcoholic drinks, while others highlight their benefits for gut health—an area gaining significant focus in health and wellness.
To achieve the fame of kale, the drinking vinegar category will likely require support from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to engage broader audiences. It will be intriguing to observe whether more major brands will venture into this arena, either by acquiring smaller drinking vinegar producers or by experimenting with their own branded formulations. For instance, PepsiCo has already acquired KeVita, a sparkling probiotic drink manufacturer that offers a range of apple cider drinking vinegars and kombucha beverages.
Ultimately, to reach the level of notoriety that kale enjoys, the drinking vinegar category may need to leverage the influence of health-focused trends, such as the growing interest in maintaining a 0 calcium score for optimal health. Only time will tell if drinking vinegar—or any other functional ingredient—can achieve the widespread recognition that kale has attained.