1. Lots of potential benefits to play with
The alleged benefits of drinking vinegar are many and varied, giving brands great scope to innovate around the vinegar trend. Here are just a few:
- Healing powers e.g. healing burns, clearing congestion, avoidance of morning sickness, alleviation of athlete’s foot, soothe headaches etc.
- Prevention of disease
- Packed with vitamins, minerals, amino acids and enzymes
- Beauty benefits including anti-ageing antioxidants
- Aids digestion & improves circulation
Some VMS products are even using the inclusion of Apple Cider Vinegar to make weight loss claims:
2. Consumer problems to solve
There are some obvious problems to solve for the consumer, creating great opportunities for innovators:
a) It doesn’t taste great: you can drink vinegars like a shot, or mix them with water, but unsurprisingly neither are reported to taste great. So already, forward-thinking healthy drink manufacturers are conjuring up drink blends that make it more palatable. Pressery’s drinking vinegar even calls itself a blueberry lemonade to aid the taste appeal.
The VMS category already sees the benefit locked into a capsule, for consumers who are happy to pop a pill to overcome the taste issue.
Maty’s, who offer natural remedies to specific problems, put it in a medicine syrup format that “tastes great” as part of their heart burn relief product.
Belle & Rose Organic Apple Cider Vinegar Cream can be used topically for the treatment of varicose veins, and in doing so offers vinegar benefits without the need to be swallowed at all.
b) Habitualisation: an important problem to overcome with any healthy habit is how to bed it into everyday life. The Drinking Vinegar Syrups from Lola’s Local Food Lab can be used to improve dressings, dips and drinks. They help solve the problem by allowing the consumer to be creative in how they get the vinegar into their diet.
Similarly Bragg’s Vinegar & Honey Blend can be used primarily like a cordial to make-up a “up to three times day” drink, but also as a topping for cereals, fresh fruit and yoghurt and even as a marinade.
3. It taps a wider trend
The trend toward a focus on gut health has been slowly gaining momentum. But it’s now really ramping-up in the advent of the association between poor gut health and rapidly increasing incidence of autoimmune diseases. Plus, in his top-selling book ‘The Diet Myth: The Real Science Behind What We Eat’, Tim Spector makes the (widely reported*) link between poor gut health and obesity. As such products that can help support healthy gut bacteria are perfectly positioned to tap the wider trend. Kevita do this by majoring on the probiotic benefit of their apple cider vinegar drink.
By innovating with vinegar there are plenty of benefits to tap into that may be relevant to your target consumer. There are consumer problems there to be resolved by canny brands and the vinegar trend taps a wider trend that’s not going anywhere soon. The challenge for brands is simply which benefits are best to tap and which is the best format to carry it. Happy ideating with this one!
- Understanding the broad benefits of drinking vinegars
- Examples of vinegar drinks to help make it easier to consume
- Association between gut health and auto-immune disease
- *The Diet Myth reported in the Daily Mail
- The independent
- The Sun
- http://www.lolaslocalfoodlab.com/ http://www.trendhunter.com/trends/drinking-vinegar
- Bragg Organic Honey Vinegar
- 10 Uses of Sherry Vinegar