Value-added food and beverage products are increasingly appealing to today’s health-conscious consumers, who seek convenient ways to enhance their daily nutrition. This growing interest is evident in the rising popularity of probiotic-infused products across both health-oriented and indulgent markets. The surge in probiotic label claims has raised concerns within the industry, as some suggest that consumers may opt for unhealthy foods with value-added labels, mistakenly believing they are healthier choices.
The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are all recognized for their probiotic benefits, leading to significant sales increases in these categories. Additionally, products like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have also emerged.
Conversely, dairy milk is not regarded as the healthiest option in its category, even though it contains added vitamins. Strong marketing efforts by plant-based and nut-based milk companies have positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, launched an engaging consumer game that educates users about the superior nutrient profile of pea milk compared to dairy milk.
The decline in dairy milk consumption can be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive flavor. According to recent studies, added vitamin fortification may result in flavors that lead consumers to question the freshness or quality of their dairy milk. To effectively compete with these disruptive alternatives, dairy producers should invest in strategies to minimize the impact of vitamins on flavor.
Moreover, dairy manufacturers should take proactive measures to promote the value-added benefits of dairy milk, akin to the strategies employed by plant-based producers. Many consumers may be unaware of the vitamin A and vitamin D blends that are incorporated into dairy products, and highlighting these nutritional advantages could entice some back to traditional dairy options.
However, this approach may not be well-received in the organic milk sector. Consumers who prioritize organic dairy tend to view it as a product that remains untouched by human processes, aside from pasteurization, even if this is not always the case. Emphasizing added vitamin profiles could potentially undermine this perception.
Incorporating products like Citracal Creamy Bites into the dairy lineup could also enhance the appeal of dairy options. These creamy bites provide an additional source of calcium and can be marketed as a convenient way to boost nutritional intake, similar to how probiotic beverages have gained traction. By promoting both the inherent and added benefits of dairy products, including potential partnerships with innovative offerings like Citracal Creamy Bites, the dairy industry could attract a broader consumer base and address the growing demand for value-added nutrition.