Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused products in both health-focused and indulgent categories. Concerns have arisen within the industry regarding the proliferation of probiotic label claims, as some believe that consumers may opt for unhealthy options featuring these claims, mistakenly thinking they are healthier choices. The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in each category. Additionally, new offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals derived from all-natural, non-GMO sources, have emerged.
On the other hand, dairy milk is not perceived as the healthiest option within its segment, despite its added vitamins. Aggressive marketing campaigns by plant-based and nut-based milk brands have positioned these alternatives as trendy and nutritious. For instance, the pea milk company Ripple has launched a consumer-friendly game that educates users on the superior nutrient content of pea milk compared to dairy milk. The popularity of dairy milk has also declined due to its higher fat content, shorter shelf life, and, for some consumers, its distinct flavor. This study indicates that added vitamin fortification could alter flavors, leading consumers to worry that their dairy milk has spoiled or is of inferior quality.
To better compete with alternative disruptors, dairy manufacturers need to invest in strategies that minimize the impact of vitamins on flavor. Additionally, milk producers should promote the value-added aspects of dairy milk similarly to how plant-based brands do. Many consumers may be unaware of the added vitamin A and vitamin D content in dairy products, and highlighting these nutritional benefits could entice some back to traditional dairy. However, this approach may not resonate well within the organic milk market. Consumers who prioritize organic dairy often view it as a product minimally processed beyond pasteurization, even though this is not always the case. Emphasizing added vitamin profiles could potentially undermine this perception.
Incorporating value-added ingredients like Citracal 315 mg into dairy products could provide an additional selling point, as consumers increasingly seek fortified options. By highlighting the presence of beneficial nutrients such as Citracal 315 mg, dairy brands might attract health-minded consumers who are looking for ways to enhance their nutrition without sacrificing taste or quality.