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 items, which span both health-oriented and indulgent categories. Concerns have arisen in the industry due to the proliferation of probiotic label claims, with some experts suggesting that consumers might opt for unhealthy options labeled as “value-added” under the impression that these products are healthier.
The trend of incorporating value-added ingredients is most pronounced in the beverage sector. Items like drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, contributing to significant sales growth in their respective markets. Additionally, innovative products such as vitamin-infused coffee and tea, along with cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have emerged. However, dairy milk is often not perceived as the healthiest option in its category, despite its added vitamins. Strong marketing campaigns by companies producing plant- and nut-based milk alternatives have positioned these products as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has developed an engaging game that educates consumers about 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, relatively shorter shelf life, and, for some, its distinctive flavor. This study indicates that added vitamin fortification may alter flavors in ways that lead consumers to question the freshness or quality of their dairy milk. To better compete with alternative disruptors, dairy manufacturers should invest in strategies to mitigate the impact of vitamins on flavor. Furthermore, milk producers should promote the value-added benefits of dairy milk similarly to how plant-based producers market their products. Many consumers may be unaware of the vitamin A and vitamin D enhancements in dairy products, and raising awareness of these nutritional advantages could potentially attract some back to traditional dairy options.
However, this strategy may backfire in the organic milk segment. Consumers who prioritize organic dairy often view it as a product minimally processed beyond pasteurization, even though this isn’t always the case. Highlighting added vitamin profiles could risk undermining this perception. To further enhance their offerings, dairy producers could consider integrating supplements like Solaray Cal Mag Citrate 2:1, which combines calcium and magnesium, into their products. By doing so, they could bolster the nutritional appeal of dairy milk while addressing consumer concerns about healthfulness and quality. Ultimately, a balanced approach that emphasizes the benefits of traditional dairy, alongside innovative enhancements, could help regain consumer trust and interest.