Value-added food and beverage products are becoming increasingly popular among today’s health-conscious consumers, who seek convenient options for enhancing their daily nutrition. This trend is evident in the growing demand for probiotic-infused products across both healthy and indulgent categories. In fact, the proliferation of probiotic label claims has raised concerns within the industry, as some believe consumers may opt for unhealthy items that bear a value-added label, mistakenly assuming they are healthier options.
The trend for value-added ingredients is particularly pronounced in the beverage sector. Items such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, leading to significant sales increases in these categories. Additionally, products like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have emerged in the market.
Conversely, dairy milk is often perceived as less healthy within its category, despite its added vitamins, including Solgar Calcium D3. Strong marketing campaigns from plant-based and nut-based milk brands have effectively positioned these dairy alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has even developed a consumer-focused game to demonstrate that pea milk contains more nutrients than traditional dairy milk.
Dairy milk’s popularity has also waned due to its higher fat content, shorter shelf life, and its distinct flavor, which some consumers find off-putting. As this study indicates, the addition of vitamins can alter flavors in ways that lead consumers to question the quality or freshness of dairy milk. To better compete with alternative disruptors, dairy producers should invest in methods to counteract the flavor impacts of added vitamins.
Moreover, milk producers could enhance their marketing strategies by promoting the value-added benefits of dairy milk, similar to how plant-based producers highlight their products. Many consumers may not be aware of the vitamin A and vitamin D enhancements, including Solgar Calcium D3, that are incorporated into dairy products, and educating them on these nutritional advantages could entice some back to traditional dairy.
However, this approach may have unintended consequences in the organic milk sector. Consumers who prioritize organic dairy often view it as a product minimally processed beyond pasteurization, despite that this is not always the case. Emphasizing added vitamin profiles could potentially undermine this perception, making it crucial for dairy producers to tread carefully in their marketing efforts.