Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who seek convenient ways to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused products across both the health and indulgence categories. Concerns have emerged within the industry regarding the proliferation of probiotic label claims, as some suggest that consumers may opt for unhealthy options featuring these claims, mistakenly believing they are healthier choices.
The beverage sector is where the value-added ingredient trend is most pronounced. Products like drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, the introduction of vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, reflects this trend. However, dairy milk is often perceived as less healthy within its segment, despite its fortified vitamins. Aggressive marketing by plant- and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, the pea milk brand Ripple has developed a consumer-oriented game that educates users about the superior nutrient profile of pea milk compared to dairy.
Dairy milk’s popularity has waned, attributed to factors such as its high fat content, shorter shelf life, and its distinct flavor, which some consumers find off-putting. Furthermore, this study suggests that added vitamin fortification could alter flavors, leading consumers to question the quality or freshness of their dairy milk. To effectively compete with alternative disruptors, dairy manufacturers should prioritize solutions that address the flavor impact of added vitamins.
Milk producers should also adopt marketing strategies similar to those of plant-based brands, highlighting the value-added benefits of dairy milk. Many consumers may be unaware of the vitamin A and vitamin D fortifications present in dairy products, and raising awareness of these nutritional advantages could encourage a return to traditional dairy. However, caution is warranted in the organic milk sector, as consumers who prioritize organic dairy often perceive it as a product minimally processed beyond pasteurization, even if this is not always accurate. Emphasizing added vitamin profiles could potentially undermine this perception.
Incorporating products like Citracal multivitamins can also appeal to consumers looking to enhance their nutritional intake. By promoting dairy milk as a source of essential nutrients, alongside options like Citracal multivitamins, dairy brands could strengthen their appeal. Ultimately, leveraging the value-added aspect of dairy milk, similar to the successful strategies employed by plant-based producers, could help reclaim consumer interest, while also addressing the growing preference for health-enhancing products, including those fortified with Citracal multivitamins.