Consumers Drive Demand for Functional Foods

The popularity of functional foods, those perceived to offer benefits beyond basic nutrition, has been fueled by the global COVID pandemic, as consumers look to enhance immunity and overall health. Fortune Business Insights reports that demand for apple cider vinegar increased during this time because of its perceived health benefits1.

Retailers throughout the United States are tapping into consumer demand for products with a “healthy halo,” like apple cider vinegar. While the product is not new—it’s been around for centuries and in ancient times was used to treat a variety of ailments—interest in its potential health benefits has grown in recent years. Retailers also recognize the importance of selling brands that consumers trust like Marukan, with exceptional quality standards and a focus on premium ingredients with few additives.

Benefits of Apple Cider Vinegar

Apple cider vinegar often comes up in conversations about fitness, healthy diets, and healthy lifestyles. While more studies need to be done to truly understand its full benefits, raw apple cider vinegar contains natural probiotics and antioxidants, according to dietician Beth Czerwony, MS, RD, in the April 2021 issue of Nutrition, produced by the Cleveland Clinic2. According to Czerwony, a few of the potential benefits of apple cider vinegar include lowering blood sugar, calming acid reflux, and supporting weight loss.

In addition to its perceived health benefits, apple cider and rice vinegars, alone or in combination, can be used in a variety of recipes including sauces, soups, salad dressings, smoothies, and other beverages. Apple Cider Vinegar can also be used for pickling and preserving, activities which have experienced a resurgence in popularity in recent years.

When it comes to apple cider vinegar, some like it straight up in a beverage or shot. Others like the fact it can be used in cooking applications to enhance sauces, marinades, salsa, and dips. The experts at Marukan have more than ten generations of expertise in premium vinegars and the newest members of the Marukan family are their two new organic apple cider vinegars. Because, like kombucha, apple cider vinegar can taste acidic and bitter, the company has crafted a smoother and better-tasting Organic Apple Cider & Rice Vinegar Drink Blend made with one gram of organic cane sugar to balance the flavor. Marukan also offers a traditional Organic Apple Cider Vinegar that is ideal for use in a variety of recipes that can be found at

Quality Counts

Marukan’s unparalleled expertise at crafting premium rice vinegar since 1649 has evolved the once small family business into a respected global brand. Its focus on quality ingredients and production excellence have made products like its new Organic Apple Cider Vinegars, packed with the mother of vinegar, and brewed from only fresh-pressed apples grown in the United States, a consumer favorite. It’s also non-GMO Project Verified3, Certified Organic4, Kosher5, Certified Vegan6, and naturally gluten and allergen-free.

As the focus on self-care and self-prioritization continues to escalate, Marukan is there to provide retailers with proven ways to address those trends for existing and new consumers.

  1. Apple Cider Vinegar Market, 2021-2018, Fortune Business InsightsTM, April 28, 2021
  2. Exploring the health Benefits of Apple Cider Vinegar, Beth Czerwony, SM, RD, CSOWM, LD; Nutrition, April 30, 2021
  3. Non-GMO Project Verified, 11/18/2020
  4. Certified Organic by Oregon Tilth under USDA Organic Regulations 8150001232, 8/6/2002
  5. Star-K Kosher Certified, 2/18/2020
  6. Vegan Certified, Natural Food Certifiers, 12/20/2020


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