Value-added food and beverage products are increasingly appealing to health-conscious consumers seeking convenient ways to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused items across both health-oriented and indulgent markets. Concerns have emerged within the industry regarding the proliferation of probiotic label claims, as some suggest that consumers may opt for unhealthy foods that carry value-added labels, mistakenly believing they are healthier options.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are recognized for their probiotic benefits, resulting in substantial sales growth across these categories. Additionally, new offerings like vitamin-infused coffee and tea, as well as cocktails containing vitamins and minerals sourced from all-natural, non-GMO ingredients, are making their debut. In contrast, dairy milk is not perceived as the healthiest option within its category, despite the inclusion of added vitamins.
Strong marketing campaigns by plant-based and nut-based milk brands have positioned dairy alternatives as trendy and nutritious choices. For instance, Ripple, a producer of pea milk, has launched a consumer game that illustrates how pea milk contains more nutrients than traditional dairy milk. Meanwhile, dairy milk’s popularity has waned due to factors such as high fat content, a shorter shelf life, and, for some, its distinctive flavor. This study indicates that added vitamin fortification might alter flavors, leading consumers to question whether their dairy milk is spoiled or of inferior quality.
To better compete with alternative products, dairy manufacturers should invest in strategies to reduce the impact of vitamins on flavor. Furthermore, dairy producers should promote the value-added aspects of dairy milk similarly to how plant-based brands do. Many consumers may be unaware of the added citracal vitamins A and D in dairy products, and highlighting these nutritional benefits could entice some to return to traditional dairy. However, this approach might backfire in the organic milk market. Consumers who prioritize organic dairy tend to view it as a product minimally processed beyond pasteurization, despite occasional exceptions. Emphasizing added vitamin profiles could potentially undermine this perception.