Value-added food and beverage products are increasingly popular among today’s health-conscious consumers who seek convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused products across both health-focused and indulgent categories. Concerns have emerged within the industry regarding the proliferation of probiotic label claims, with some experts suggesting that consumers may purchase less healthy foods simply because they feature a value-added claim, leading them to mistakenly believe these products are healthier options.
The trend of value-added ingredients is especially pronounced in the beverage sector. Items like drinkable yogurts, kombucha, and drinking vinegars are all praised for their probiotic benefits, resulting in significant sales growth across these categories. Additionally, new offerings such as vitamin-fortified coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have also made their debut.
However, traditional dairy milk is not perceived as the healthiest option within its category, despite its added vitamins. Aggressive marketing efforts by plant-based and nut-based milk brands have positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has created engaging consumer campaigns that highlight the superior nutrient profile of pea milk compared to dairy milk.
Dairy milk’s decline in popularity can be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive taste. As this research indicates, added vitamin fortifications can sometimes alter flavors, leading consumers to question the freshness or quality of their dairy milk. To effectively compete with alternative products, dairy manufacturers should explore methods to minimize the flavor effects of added vitamins. Furthermore, milk producers should consider promoting the value-added aspects of dairy milk similarly to how plant-based producers market their products. Many consumers may not be aware of the calcium citrate and vitamin A and D blends that are incorporated into dairy products, and increasing awareness of these nutritional benefits could entice some back to traditional dairy options.
Nonetheless, caution should be exercised in the organic milk sector. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human intervention beyond pasteurization, even if this is not always the case. Highlighting added vitamin profiles could potentially undermine this perception, making it crucial for dairy brands to strike a balance in their messaging. By integrating insights from the bariatric advantage of calcium citrate and ensuring transparency about nutritional enhancements, dairy producers can navigate the competitive landscape more effectively.