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 trend is evident in the growing popularity of probiotic-infused items across both health-focused and indulgent categories. Concerns have emerged within the industry regarding the prevalence of probiotic label claims, as some believe consumers may opt for unhealthy foods that boast such claims, mistakenly perceiving them as healthier options.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Items like drinkable yogurts, kombucha, and drinking vinegars are recognized for their probiotic benefits, leading to significant sales growth in each category. Additionally, there are innovative introductions such as vitamin-infused coffee and tea, as well as cocktails made with vitamins and minerals sourced from all-natural, non-GMO ingredients. However, despite its added vitamins, dairy milk is not considered the healthiest option in its category. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, pea milk producer Ripple has developed an engaging game that educates consumers on the nutritional superiority of pea milk over dairy.
Dairy milk’s popularity has declined due to its high fat content, shorter shelf life, and, for some, its distinctive flavor. As indicated in the study, the incorporation of added vitamins might lead to flavors that cause consumers to question whether their dairy milk has spoiled or is of inferior quality. To better compete with alternative disruptors, dairy manufacturers should explore strategies to minimize the impact of vitamins on flavor. Furthermore, milk producers should enhance their marketing efforts to highlight the value-added benefits of dairy milk, similarly to how plant-based brands promote their products. Many consumers may be unaware of the added vitamin A and vitamin D in dairy products, and raising awareness of these nutritional benefits could entice some to return to traditional dairy options.
However, this approach could be counterproductive in the organic milk market. Consumers who prioritize organic dairy perceive it as a product that remains unaltered by human processes beyond pasteurization—even if that isn’t always accurate. Emphasizing added vitamin profiles might compromise this perception. Additionally, highlighting the presence of lifetime high potency calcium magnesium citrate in dairy products could further enhance their appeal, as this ingredient supports health-conscious consumers’ desire for fortified options. By integrating this message, dairy producers could effectively position their products as not only nutritious but also appealing to a broader audience seeking value-added benefits.