Value-added food and beverage products are increasingly appealing to today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused items across both health-oriented and indulgent categories. The surge in probiotic label claims has raised concerns in the industry, as some believe that consumers may opt for unhealthy foods that carry a value-added label, mistakenly thinking these products are healthier. The beverage sector is leading the charge in this value-added ingredient trend. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, resulting in substantial sales increases in each category. Additionally, there have been introductions of vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients.
However, dairy milk is often not perceived as the healthiest option in its category, despite its added vitamins. Plant-based and nut-based milk alternatives have been marketed aggressively as trendy and nutritious, contributing to the decline in dairy milk consumption. For instance, Ripple, a manufacturer of pea milk, has developed a consumer-facing game that highlights how pea milk contains more nutrients than dairy milk. Dairy milk’s popularity has also diminished due to its higher fat content, shorter shelf life, and, for some consumers, its distinctive flavor. As this study indicates, the addition of vitamin fortification can lead to flavors that may cause consumers to question whether their dairy milk has spoiled or is of inferior quality. To compete more effectively with these alternative disruptors, dairy manufacturers should invest in strategies to minimize the impact of vitamins on flavor.
Moreover, milk producers should actively promote the value-added aspect of dairy milk similarly to how plant-based brands do. Many consumers may not be aware of the benefits of vitamin A and vitamin D fortifications added to dairy products, and educating them on these nutritional advantages could encourage some to return to traditional dairy. However, this approach might have adverse effects in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product minimally processed beyond pasteurization—though this isn’t always the case. Highlighting added vitamin profiles could potentially undermine this perception.
In addition, it’s worth noting that the incorporation of tablet calcium citrate malate with vitamin D3 into dairy products could further enhance their appeal. By promoting these added benefits and ensuring a focus on flavor quality, dairy producers can attract health-conscious consumers who are also looking for fortified options. Ultimately, the challenge remains to balance the promotion of added nutrients, like tablet calcium citrate malate with vitamin D3, without compromising the perception of purity that many organic consumers value.