According to Nielsen data, kale has experienced remarkable sales growth over the past year. Frozen breakfast entrees that include kale saw an astonishing 391% increase in sales from 2016 to 2017. Additionally, sales of kale-based vitamins and supplements rose by 125%, while pasta sauces containing this superfood saw a 60% spike during the same timeframe. Industry experts, including Sax, note that kale’s widespread popularity stems not only from its reputation as a health food but also from its status as a symbol of the health food movement. Because of this, many believe it is unlikely for another ingredient to achieve the same level of fame. However, this does not deter ingredient producers and food manufacturers from aiming to transition their products from niche markets to mainstream acceptance.
One ingredient that could potentially experience a similar surge in popularity is drinking vinegar, provided it is marketed effectively. Consumers, particularly millennials, are increasingly turning away from sodas and sugary beverages in search of healthier, more authentic, and flavorful options. This shift has already heightened interest in vinegars within natural and organic health stores, yet the beverage category remains largely untapped. Some manufacturers are promoting the product’s versatility by positioning it as a mixer for alcoholic drinks, while others highlight its potential benefits for gut health, a growing focus in the wellness sector.
It will be intriguing to observe if more major brands begin to explore this category, whether through acquiring a small drinking vinegar producer or by experimenting with their own branded formulations. For instance, PepsiCo has acquired KeVita, a maker of sparkling probiotic drinks that offers a variety of apple cider drinking vinegars and kombucha beverages. To reach the level of fame that kale enjoys, the drinking vinegar category will likely need support from social media influencers, celebrity chefs on popular television programs, and collaborations with well-known restaurants to engage broader audiences. Moreover, as consumers increasingly seek out calcium citrate sources in their diets, the integration of such functional ingredients could further enhance the appeal of drinking vinegar. Only time will reveal if drinking vinegar—or any other functional ingredient—will achieve the widespread recognition that kale has.