Market Trends

Vinegar Users

Research conducted by The Vinegar Institute has shown that vinegar users characteristically fall into one of three categories based on their usage and attitudes towards vinegar. Read below to determine which category you fall into.

Virgins (over 33 million Americans fall into this group)
Virgins are simply unaware of white distilled vinegar’s various uses and have not purchased or used white distilled vinegar in the last year. It’s possible they may know the following uses, but have never actually tried them:

• Spray on mirrors for a streak-free reflection
• Clean coffee makers/tea kettles

Visitors (158 million Americans are considered visitors)
Visitors purchase white distilled vinegar two times a year or less and use it no more than once every two to three months and are open to experimenting with various uses once they hear about them.

• Spray on kitchen counters to keep ants away
• Freshen carpets  
• Wash walls, woodwork & blinds
• Unclog drains
• Clean garbage disposals

Visionaries (over 31 million Americans are visionaries)
Visionaries are in the know about white distilled vinegar’s various uses and apply the product for a variety of uses; they may even create their own new uses. Visionaries purchase white distilled vinegar three or more times a year and use it at least once a month. In addition to the uses listed above, they also keep vinegar on hand for the following uses:

• Clean kitchen surfaces exposed to raw meat
• Clean bathroom surfaces
• Clean chrome fixtures and sinks
• Remove lime and hard water deposits from faucets/showerheads
• Get rid of unwanted grass
• Freshen air and remove odors
• Remove glass water rings on wood furniture
• Soften a hard paint brush
• Unclog a steam iron

Source:  Synovate White Distilled Vinegar Attitude and Usage Study, September 2004 and February 2005

General Trends

According to The Nielsen Company, vinegar sales were up 1.6% in 2006 with specialty vinegars leading the way.  Specialty vinegars hold 45% of the dollar share of vinegar and 12% of the unit volume.  The remaining 88% of unit volume is dominated by private label white distilled and apple cider vinegars.

Other trends are:

• Balsamic and red wine vinegars are leaders in the specialty category
• When compared to 2005, the organic vinegar category grew 43.5% in 2006.
• The natural vinegar category grew 1.2% in 2006 when compared to 2005.

Source:  2006 Nielsen Data Presented at 2007 VI Annual Meeting

Supermarket Sales of All Types of Bottled Vinegar in Millions of Dollars

Source: Yearly July or September issue of Progressive Grocer Magazine (part of Bill Communications in New York) that tracks sales of supermarkets having sales of $2 million or more.  Progressive Grocer revised base dollar sales volumes in 1999, but the percent changes were not affected.  1999 sales of vinegar were not broken out by Progressive Grocer.

Vinegar Introductions

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

Vinegar Unit Shares by Types

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

According to Mintel Custom Solutions, apple dominated vinegar flavors in 2005, with an increase of 90% from 2004.  All other flavors also saw significant increases between 2004 and 2005.

Source:  Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting

According to Mintel Custom Solutions, overall non-food introductions containing vinegar increased 131% between 2004 and 2005.  Household product introductions accounted for over 50% of non-food introductions containing vinegar in the sub-category in 2005, which was a 100% increase from 2004.

Mintel Custom Solutions also reports that non-food introductions containing vinegar increased significantly in Asia Pacific and Europe between 2004 and 2005, accounting for 86% of activity in 2005.

Number of Vinegar Products on the Average Grocery Shelf

The number of vinegar items on the average Grocery store shelf in 1998 was 29 - an all time high providing more variety to the consumer – compared to 27 in 1994.

Source: Information Resources, Inc. (Based on data from 1994 - 1998)

Vinegar Purchase Behavior

• According to ACNielsen, 53 million households buy vinegar and spend $4.07 per household on the category.
  
• Vinegar sales are somewhat seasonal, with a peak in the summer months and a secondary peak in April most likely due to the Easter holiday and the use of vinegar in dying Easter eggs.
  
• Vinegar buyers like the 16/17 ounce size the best with the 32/34 ounce size as the second favorite.

Sources: Progressive Grocer, September 2001 and 2002; 2002 ACNielsen Data Presented at 2003 VI Annual Meeting

Vinegar Household Penetration

In a 2007 report, The Nielsen Company noted that White Distilled Vinegar has 68% of the unit share.  Cider vinegar accounts for 20% and specialty vinegars account for 12%.  Of the specialty vinegar category, 39% is comprised of red wine, 30% balsamic, 13% all other wine, 12% rice vinegar and 6% all other specialty. According to Information Resources Inc. (IRI) information from 1994 – 1998, of the 48% of households that purchased vinegar, 5% purchased the growing Balsamic segment. 

Sources: Information Resources, Inc. (Based on data from 1994 - 1998); 2002 ACNielsen Data Presented at 2003 VI Annual Meeting; 2006 Nielsen Data Presented at 2007 VI Annual Meeting

Where Do Consumers Buy Vinegar?

According The Nielsen Company, traditional grocery has lost 8 share points in 4 years with supercenters and club stores continuing to attract food shoppers. The chart below provides insight into where vinegar is purchased in various retail outlets.

Vinegar Category Volume Sales by Region of the U.S.

"More vinegar is sold in the Northeast, Southeast and the Great Lakes area compared to the remainder of the U.S."

Among white distilled vinegar users, the South has the most heavy users (48%) and the West has the most non-users (20%).  Heavy users use vinegar at least once per month.  

Source:  Information Resources, Inc. (Based on data from 1994 – 1998); TeleNation, February 20 –22, 2004

Vinegar As An Ingredient in Other Product Categories

Although bottled vinegar sold at retail makes up a large part of the vinegar market, vinegar is also a key ingredient in a number of familiar products. Vinegar adds flavor and zip to salad dressings, sauces, marinades, ketchup, mustard, pickles, tomato products and more. Next time you’re at the store, check out the ingredient statement on some of your favorite products -- chances are vinegar makes the list.

A summary of the disposition by food category of the vinegar produced in the U.S. appears below.