Value-added food and beverage products are increasingly popular among health-conscious consumers today, who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused products in both health-focused and indulgent categories. The surge in probiotic label claims has raised alarms within the industry, as some believe that consumers will opt for unhealthy foods that carry a value-added label, assuming they are healthier alternatives.
The trend of value-added ingredients is particularly prominent in the beverage sector. Drinks like yogurt smoothies, kombucha, and drinking vinegars are all lauded for their probiotic benefits, leading to significant sales increases in these categories. Additionally, new offerings such as vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have entered the market. However, traditional dairy milk is often perceived as less healthy within its category, even with its added vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, developed a consumer-oriented game demonstrating that pea milk contains more nutrients than dairy milk.
Dairy milk’s popularity is also declining due to its higher fat content, shorter shelf life, and distinct flavor, which some consumers find off-putting. As this study indicates, added vitamin fortification may lead to flavors that cause consumers to suspect their dairy milk has spoiled or is of inferior quality. To better compete with alternative products, dairy producers should invest in solutions that minimize the impact of vitamins on flavor. Moreover, milk producers should promote the value-added benefits of dairy milk similarly to how plant-based producers market their products. Many consumers may not be aware of the vitamin A and vitamin D supplements that are included in dairy products, and raising awareness of these nutritional advantages could entice some to return to traditional dairy options.
However, this approach may not be effective in the organic milk market. Consumers who prioritize organic dairy view it as a product minimally processed beyond pasteurization, despite this not always being the case. Highlighting added vitamin profiles could jeopardize this perception. Additionally, products like Kirkland’s zinc-fortified offerings could serve as a competitive advantage, but care must be taken to communicate these benefits without undermining the organic ethos. In conclusion, while value-added ingredients like zinc can enhance dairy products, dairy manufacturers must navigate the balance between informing consumers and maintaining the integrity of their products.