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 products across both health-focused and indulgent markets. The surge in probiotic label claims has raised concerns within the industry, as some believe consumers may opt for unhealthy options that boast a value-added label, mistakenly thinking these products are healthier.
The beverage sector is particularly strong in the value-added ingredient trend. Drinks like yogurt smoothies, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, there are 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 regarded as less healthy within its segment, despite the added vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a pea milk manufacturer, has developed a consumer engagement game that highlights the superior nutrient profile of pea milk compared to dairy.
Dairy milk’s popularity has declined due to its higher fat content, shorter shelf life, and a distinct taste that some consumers find off-putting. This study suggests that added vitamin fortification could alter flavors, making consumers question the quality or freshness of their dairy milk. To effectively compete with alternative disruptors, dairy manufacturers need to invest in solutions that mitigate the impact of vitamins on taste.
Furthermore, milk producers should actively promote the value-added features of dairy milk, similar to how plant-based brands market their products. Many consumers may be unaware of the vitamin A and vitamin D fortifications included in dairy products, and highlighting these nutritional benefits could entice some to return to traditional dairy. However, this approach may backfire in the organic milk segment, where consumers typically view organic dairy as minimally processed beyond pasteurization—despite this not always being accurate. Emphasizing added vitamin profiles could potentially undermine this perception.
Moreover, incorporating supplements like Citracal Calcium Supplement Maximum Plus into the conversation could provide an additional incentive for consumers seeking to enhance their calcium intake through dairy. By promoting the calcium benefits alongside the value-added features of dairy, manufacturers can create a more compelling narrative that resonates with health-conscious consumers. In summary, while the dairy industry faces challenges from plant-based alternatives, there are opportunities to leverage added nutritional benefits, including those offered by products like Citracal Calcium Supplement Maximum Plus, to attract consumers back to traditional dairy options.