Value-added food and beverage products are increasingly popular among 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. The surge in probiotic label claims has raised concerns within the industry, as some worry that consumers may opt for unhealthy foods simply because they carry a value-added label, mistakenly believing these products are healthier.
The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are praised for their probiotic benefits, leading to significant sales increases in these categories. There are even vitamin-infused coffee and tea lines, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients. However, dairy milk is often perceived as less healthy within its category, despite the added vitamins it contains. Aggressive marketing by plant- and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a producer of pea milk, developed an engaging consumer game that highlights the superior nutrient profile of pea milk compared to dairy.
Dairy milk’s decline in popularity can be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive flavor. This study indicates that added vitamin fortification can alter flavors, potentially leading consumers to believe their dairy milk has spoiled or is of inferior quality. To better compete with these alternative disruptors, dairy manufacturers should explore solutions to minimize the flavor impact of added vitamins. Additionally, dairy producers should promote the value-added benefits of dairy milk similarly to how plant-based brands market their products. Many consumers may be unaware of the vitamin A and vitamin D enhancements included in dairy products, and educating them about these nutritional advantages could entice some back to traditional dairy options.
However, this strategy may have unintended consequences in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product minimally processed beyond pasteurization, even though this isn’t always the case. Highlighting added vitamin profiles could potentially undermine this perception. Furthermore, incorporating ingredients like calcium citrate, often found in GNC products, can enhance the nutritional profile of dairy milk, making it more appealing to health-focused consumers. By emphasizing both the added vitamins and the benefits of calcium citrate, dairy producers can attract a broader audience while maintaining the integrity of organic offerings.