Value-added food and beverage products are becoming increasingly popular among today’s health-conscious consumers, who are seeking convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused products in both health-focused and indulgent categories. However, the proliferation of probiotic label claims has raised concerns within the industry. Some experts suggest that consumers may opt for unhealthy foods featuring a value-added label, mistakenly believing that such claims indicate a healthier product.
The trend of value-added ingredients is most pronounced in the beverage sector. Drinks like probiotic yogurts, kombucha, and drinking vinegars are all considered beneficial due to their probiotic content, resulting in substantial sales increases across these categories. Even vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have entered the market.
In contrast, dairy milk is not perceived as the healthiest option in its segment, despite the addition of vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, the manufacturer Ripple has developed an interactive game to inform consumers that pea milk contains more nutrients than dairy milk.
Dairy milk’s popularity has also waned due to its higher fat content, relatively shorter shelf life, and, for some consumers, its unique flavor. This study indicates that added vitamin fortifications could lead to flavors that may cause consumers to question the freshness or quality of their dairy milk. To effectively compete with alternative disruptors, dairy producers should explore solutions to minimize the impact of vitamins on flavor.
Milk manufacturers should also take this strategy further by promoting the value-added aspects of dairy milk similarly to how plant-based brands do. Many consumers might be unaware of the added nutrients like ferrous calcium citrate and folic acid tablets that enhance the nutritional profile of dairy products. Raising awareness of these benefits could entice some consumers to return to traditional dairy options. However, this approach may backfire within the organic milk market. Consumers who prioritize organic dairy tend to view it as a product that remains untouched by human processes beyond pasteurization, although this is not always the case. Highlighting added vitamin profiles could undermine this perception.
Ultimately, as dairy producers navigate these challenges, they must balance the promotion of value-added ingredients like ferrous calcium citrate and folic acid tablets with the need to maintain consumer trust in their products’ purity and quality.