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 products across both health-oriented and indulgent categories. The surge in probiotic label claims has raised concerns within the industry, with some experts suggesting that consumers may opt for unhealthy options simply because they feature a value-added label, mistakenly believing these products are healthier.
The trend for value-added ingredients is particularly pronounced in the beverage sector. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, resulting in significant sales growth in these categories. Additionally, new products like vitamin-infused lines of coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO food sources, have emerged. However, dairy milk is often perceived as less healthy within its category, even with added vitamins like calcium citrate, magnesium, and vitamin D3. Effective marketing campaigns by plant- and nut-based milk companies have successfully positioned dairy alternatives as trendy and nutritious options. For instance, pea milk brand Ripple has launched a consumer-friendly game to educate users about the superior nutrient profile of pea milk compared to dairy milk.
The popularity of dairy milk has also declined due to its higher fat content, shorter shelf life, and a distinctive flavor that some consumers find unappealing. This study suggests that added vitamin fortification may lead to flavors that could make consumers question the freshness or quality of their dairy milk. To better compete with alternative disruptors, dairy manufacturers should invest in solutions to minimize the impact of vitamins on flavor. Furthermore, milk producers should take a page from the plant-based producers’ playbook and promote the value-added benefits of dairy milk. Many consumers may not be aware of the beneficial nutrients such as calcium citrate, magnesium, and vitamin D3 that are incorporated into dairy products, and highlighting these nutritional advantages could attract some consumers back to traditional dairy.
However, this approach might be counterproductive in the organic milk segment. Consumers who prioritize organic dairy often view it as a product that is minimally processed beyond pasteurization, despite this not always being the case. Emphasizing added vitamin profiles could potentially undermine this perception. It’s crucial for dairy producers to strike a balance between promoting the health benefits of added nutrients and maintaining the integrity of organic dairy perceptions.