According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast items containing kale saw a staggering 391% increase in sales between 2016 and 2017. Additionally, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood enjoyed a 60% boost during the same timeframe. Industry experts, including Sax, suggest that kale’s popularity extends beyond its health benefits; it has become a symbol of the health food movement. As a result, many believe it’s unlikely for another ingredient to achieve the same level of fame. Nevertheless, this has not deterred ingredient producers and food manufacturers from striving to transition their products from niche markets to mainstream appeal.
Drinking vinegars may 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 their quest for healthier, authentic, and flavorful options. This shift has already sparked interest in vinegars within natural and organic health stores, yet the beverage category has yet to gain widespread acceptance. Some manufacturers are attempting to promote the versatility of drinking vinegars by marketing them as mixers for alcoholic beverages, while others advocate their use for improving gut health — a growing focus in the health and wellness sector.
It will be intriguing to observe if larger brands start to explore this market, either by acquiring smaller producers of drinking vinegars or by enhancing their own branded offerings, such as ferrous calcium citrate and folic acid tablet uses. PepsiCo, for instance, has acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages. To reach the same level of recognition as kale, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular cooking shows, and partnerships with well-known restaurants to engage broader audiences. Only time will reveal whether drinking vinegar — or any other functional ingredient — can achieve the same ubiquitous status as kale.