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.
Source: Synovate White Distilled Vinegar Attitude and Usage Study, September 2004 and February 2005
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:
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.
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:
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:
Source: 2006 Nielsen Data Presented at 2007 VI Annual Meeting
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.
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
Source: Mintel Custom Solutions Data Presented at 2006 VI Annual Meeting
| Shallot | Apple | Tomato | Fig | Garlic |
| Apple | Blueberry | Fig |
| Apple | Honey | Grape | Aloe Vera | Champagne |
| Cranberry | Garlic | Lemon | Pepper | Raspberry |
| Apple | Herbs | Tarragon | Basil | Fruit |
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.
Category |
2002 |
2003 |
2004 |
2005 |
% Change* |
| Household Products | 2 | 3 | 8 | 16 | 100% |
| Haircare | 0 | 1 | 0 | 5 | 500% |
| Healthcare | 3 | 2 | 4 | 4 | 0% |
| Skincare | 2 | 1 | 1 | 3 | 200% |
| Soap & Bath Products | 2 | 0 | 0 | 2 | 300% |
| Total | 9 | 7 | 13 | 30 | 131% |
*Comparing 2005 to 2004
Source: Mintel’s Global New Products Database
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)
Sources: Progressive Grocer, September 2001 and 2002; 2002 ACNielsen Data Presented at 2003 VI Annual Meeting
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.
Outlet |
% Vinegar Dollar Salesby Outlet Type |
| Large Grocery Stores | 65.9 |
| Supercenters | 13 |
| Warehouse Clubs | 9.1 |
| Mass Merchandisers | 2 |
| Other* | 10 |
Source: 2005 Nielsen Data Presented at 2007 VI Annual Meeting
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
“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
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.
| Bottled | 33.7% |
| Dressings & Sauces | 16.8% |
| Pickles | 14.8% |
| Mustard | 11.5% |
| Other Processed Foods | 10.5% |
| Tomato Products | 8.5% |
| Other | 4.2% |
Source: Vinegar Institute Production Survey, 1989