Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused items across both health-focused and indulgent categories. Concerns have emerged within the industry regarding the proliferation of probiotic label claims, with some suggesting that consumers may opt for unhealthy foods simply because they feature a value-added label, mistakenly believing it indicates a healthier choice.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, resulting in significant sales growth in these categories. Additionally, innovations like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals derived from all-natural, non-GMO sources, have recently been introduced.
Conversely, dairy milk is often not perceived as the healthiest option within its segment, despite its added vitamins. Aggressive marketing from plant- and nut-based milk brands has successfully positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, launched a consumer-oriented game that illustrates how pea milk boasts more nutrients than dairy milk. The decline in dairy milk’s popularity can also be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive taste.
As highlighted in this study, the inclusion of added vitamin fortification may lead to flavors that cause consumers to question the freshness or quality of their dairy milk. To better compete against alternative disruptors, dairy manufacturers should focus on strategies to minimize the impact of vitamins on flavor. They should also promote the value-added features of dairy milk similarly to how plant-based producers do. Many consumers may be unaware of the vitamin A and vitamin D enhancements in dairy products, and raising awareness of these nutritional benefits could entice some back to traditional dairy.
However, this approach could have unintended consequences in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human intervention beyond pasteurization, despite this not always being accurate. Highlighting added vitamin profiles might compromise this perception. Incorporating elements like Citracal Plus with Magnesium could serve as an effective strategy to fortify dairy products further, but caution is needed to maintain consumer trust in the organic segment. Thus, while emphasizing added nutrients is beneficial, manufacturers should tread carefully to avoid undermining the organic ethos that many consumers hold dear.