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 items across both health-focused and indulgent categories. The surge in probiotic label claims has raised concerns within the industry, with some experts arguing that consumers may choose unhealthy products simply because they feature value-added claims, mistakenly believing these make them healthier.
The trend of 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, resulting in significant sales growth in these markets. Additionally, there are innovations like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals derived from all-natural, non-GMO sources. However, dairy milk is often perceived as less healthy in this realm, despite its added vitamins. Aggressive marketing by producers of plant-based and nut-based milk alternatives has successfully positioned these products as trendy and nutritious options. For instance, Ripple, a pea milk manufacturer, has developed an engaging consumer game that highlights the superior nutrient profile of pea milk over dairy milk.
Dairy milk has also seen a decline in popularity due to its higher fat content, shorter shelf life, and unique flavor, which some consumers find off-putting. As this study suggests, the addition of vitamin fortification could alter flavors, leading consumers to question the freshness or quality of their dairy milk. To better compete with alternative disruptors, dairy manufacturers should focus on solutions that minimize the impact of vitamins on flavor. Furthermore, milk producers should enhance their marketing strategies by promoting the value-added benefits of dairy milk, similar to how plant-based producers do. Many consumers may be unaware of the added vitamin A and vitamin D, such as calcium citrate with vitamin D3 1000 mg, included in dairy products, and raising awareness of these nutritional benefits could entice some back to traditional dairy.
However, caution is warranted with this approach in the organic milk sector. Consumers who prioritize organic dairy often seek products that are minimally processed, with the exception of pasteurization, even if this isn’t always the case. Highlighting added vitamin profiles may inadvertently challenge this perception. In summary, while emphasizing value-added elements like calcium citrate with vitamin D3 1000 mg could attract health-focused customers, it is essential for dairy brands to carefully navigate the organic market to maintain trust and loyalty among their consumers.