Value-added food and beverage products are increasingly in demand among today’s health-conscious consumers seeking convenient ways to enhance their daily nutrition. This growing interest is evident in the surge of probiotic-infused items across both health-oriented and indulgent categories. However, the proliferation of probiotic label claims has raised concerns within the industry, as some argue that consumers may opt for unhealthy options featuring these claims, mistakenly believing they are healthier products.
The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, contributing to significant sales increases in these categories. Additionally, new offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have emerged. In contrast, dairy milk is not perceived as the healthiest option in its category, despite the added vitamins it contains. Aggressive marketing by plant- and nut-based milk brands has successfully positioned dairy alternatives as trendy and nutritious. For instance, Ripple, a producer of pea milk, has developed a consumer-facing game that highlights the superior nutrient profile of pea milk compared to dairy milk.
Dairy milk’s popularity has declined due to its higher fat content, relatively shorter shelf life, and distinct flavor, which some consumers find off-putting. This study indicates that added vitamin fortification could alter flavors, leading consumers to question the freshness or quality of their dairy milk. To effectively compete with alternative disruptors, dairy manufacturers should invest in solutions that minimize the impact of vitamins on flavor. Moreover, they should promote the value-added aspects of dairy milk in a manner similar to plant-based producers. Many consumers may be unaware of the vitamin A and vitamin D fortifications present in dairy products; raising awareness of these nutritional benefits could entice some back to traditional dairy.
However, this approach may not resonate in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human processes beyond pasteurization, even if that perception is not always accurate. Highlighting added vitamin profiles might undermine this belief. Instead, emphasizing the presence of calcium citrate drink as a beneficial addition in dairy products could be a more effective strategy. By doing so, dairy producers can reinforce the nutritional advantages of their offerings while maintaining the integrity associated with organic products. In this way, the dairy industry can better position itself against the growing popularity of plant-based alternatives.