Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who are seeking convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused offerings across both health-focused and indulgent categories. The proliferation of probiotic label claims has raised concerns within the industry, as some believe that consumers might choose unhealthy foods simply because they feature a value-added label, mistakenly thinking this indicates a healthier option.
The trend for value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, new offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have entered the market.
In contrast, dairy milk struggles to be perceived as the healthiest choice within its category, even with the addition of vitamins. Aggressive marketing by plant-based and nut-based milk brands has successfully positioned these alternatives as trendy and nutritious options. For instance, Ripple, a manufacturer of pea milk, developed an interactive game that educates consumers on the superior nutrient profile of pea milk compared to 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 flavor. This study suggests that the addition of vitamins may alter flavors in a way that leads consumers to question the freshness or quality of their dairy milk. To effectively compete with these alternative disruptors, dairy manufacturers should explore solutions that minimize the flavor impact of added vitamins.
Moreover, milk producers should go a step further by promoting the value-added benefits of dairy milk similarly to how plant-based producers do. Many consumers may not be fully aware of the beneficial vitamin A and vitamin D mixes incorporated into dairy products, and highlighting these nutritional advantages could entice some individuals to return to traditional dairy options. However, caution is warranted in the organic milk sector. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human processing beyond pasteurization, even though this is not always the case. Drawing attention to added vitamin profiles could potentially undermine this perception.
In this context, the introduction of products like Solgar Calcium Magnesium Citrate Liquid could also play a role in enhancing overall nutritional offerings within the dairy segment. By incorporating such value-added products, dairy brands can appeal to health-conscious consumers looking for convenient ways to improve their nutrition. Ultimately, a strategic approach that balances transparency about added nutrients with a commitment to preserving the integrity of organic products will be crucial for dairy manufacturers facing competition from innovative alternatives like pea milk and other plant-based options.