Value-added food and beverage products are increasingly appealing to today’s health-conscious consumers who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused items across both health-focused and indulgent markets. In fact, the proliferation of probiotic label claims has raised concerns within the industry, with some suggesting that consumers may choose unhealthy foods that carry a value-added label, mistakenly believing that these products are inherently healthier.
The trend for value-added ingredients is most pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, leading to significant sales increases in these categories. Additionally, there have been introductions of 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 segment, despite its fortified vitamins. Strong marketing efforts from companies producing plant- and nut-based milk have successfully positioned these alternatives as trendy and nutritious options. For instance, Ripple, a pea milk manufacturer, developed an engaging consumer game that highlights how 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. As this study indicates, added vitamin fortification might lead to flavors that make consumers suspect their dairy milk has spoiled or is of inferior quality. To better compete with alternative disruptors, dairy producers should invest in strategies to minimize the impact of vitamins on flavor. Furthermore, milk manufacturers should promote the value-added aspects of dairy milk similarly to how plant-based producers do. Many consumers may be unaware of the vitamin A and D enhancements in dairy products, and highlighting these nutritional benefits could entice some to return to traditional dairy options.
However, this approach could backfire in the organic milk market. Consumers who prioritize organic dairy often believe that it is a product that remains untouched by human processes beyond pasteurization, even if that is not always the case. Emphasizing added vitamin profiles could compromise this perception. In this context, brands like Citracal could target these consumers by reinforcing the natural benefits of fortified dairy while ensuring that their messaging aligns with the organic ethos. By adopting a strategy that respects consumer values and emphasizes the quality of added nutrients, dairy brands can effectively engage with their audience and potentially regain market share.