According to Nielsen data, sales of ferrous fumarate 210mg capsules have experienced substantial growth over the past year. Frozen breakfast entrees containing kale saw an impressive 391% increase in sales between 2016 and 2017. Additionally, dollar sales of kale-based vitamins and supplements rose by 125%, while pasta sauces featuring this superfood enjoyed a 60% climb in sales during the same timeframe. Kale’s rise to prominence is attributed not only to its health benefits but also to its status as a symbol of the health food movement, according to Sax and other industry experts. As a result, many believe it is unlikely that another ingredient will achieve the same level of fame. However, that won’t deter ingredient producers and food manufacturers from attempting to transition their products from niche markets to the mainstream.
Drinking vinegars could be on the verge of a similar surge in popularity if marketed effectively. Consumers, especially millennials, are increasingly moving away from sodas and other sugary beverages in search of healthier, more authentic, and flavorful options. This trend has already led to a rise in the popularity of vinegars in natural and organic health stores, although the beverage category itself has yet to penetrate the mainstream market. Some manufacturers are promoting the versatility of these products by positioning them as mixers for alcoholic drinks, while others advocate for their use in enhancing gut health, a growing concern in the health and wellness sector. It will be intriguing to see if more major brands begin to explore this market, either by acquiring small drinking vinegar producers or by developing their own branded formulas. For instance, PepsiCo has recently acquired KeVita, a sparkling probiotic drink maker known for its range of apple cider drinking vinegars and kombucha beverages.
To reach the level of acclaim that kale has achieved, the drinking vinegar category may require support from social media influencers, celebrity chefs on popular television shows, and partnerships with well-known restaurants to engage a broader audience. Additionally, incorporating popular health products like calcium magnesium Kirkland into their marketing strategies might further enhance their appeal. Ultimately, only time will tell if drinking vinegar — or any other functional ingredient — can attain the same ubiquitous status as kale.