Value-added food and beverage products are increasingly popular among health-conscious consumers seeking convenient methods to enhance their daily nutrition. This trend is evident in the growing demand for 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 believe that consumers may opt for unhealthy foods simply because they feature a value-added label, mistakenly thinking it indicates a healthier product.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, there are offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients.
In contrast, dairy milk is not perceived as the healthiest option within its segment, even with its added vitamins. Aggressive marketing by plant-based and nut-based milk brands has successfully positioned dairy alternatives as trendy and nutritious. For instance, Ripple, a pea milk manufacturer, created an engaging game to inform consumers that pea milk contains more nutrients than dairy milk.
Dairy milk’s popularity has also waned due to its higher fat content, shorter shelf life, and, for some consumers, its distinctive taste. This study suggests that added vitamin fortification could affect flavors in a way that makes consumers question the quality or freshness of their dairy milk. To effectively compete with alternative disruptors, dairy producers should prioritize solutions that minimize the impact of vitamins on flavor. Furthermore, milk manufacturers should promote the value-added features of dairy milk similarly to how plant-based producers do. Many consumers may be unaware of the added vitamin A and vitamin D mixes in dairy products, and increasing awareness of these nutritional benefits could entice some back to traditional dairy options.
However, this strategy may not be effective in the organic milk market, where consumers often perceive organic dairy as minimally processed beyond pasteurization—though this is not always accurate. Highlighting added vitamin profiles could potentially undermine this perception. Interestingly, some consumers seeking alternatives might turn to supplements such as calcium citrate tablets without vitamin D, which could further shift their preferences away from dairy. Therefore, dairy producers must navigate these trends carefully to maintain their market share.