Value-added food and beverage products are increasingly in demand 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 items across both the health and indulgence sectors. The surge in probiotic label claims has raised concerns within the industry, with some experts suggesting that consumers may opt for unhealthy options simply because they carry a value-added label, mistakenly believing it indicates a healthier choice.
The trend for value-added ingredients is particularly strong in the beverage sector. Products like drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, driving significant sales growth in each category. In addition, new offerings have emerged, such as a line of vitamin-infused coffee and tea, and cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients. However, despite added vitamins, dairy milk is not considered the healthiest option within its category. Effective marketing by plant- and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a producer of pea milk, created an engaging consumer game that illustrates how pea milk contains more nutrients than dairy milk.
Dairy milk has also seen a decline in popularity, attributed to its higher fat content, relatively shorter shelf life, and, for some, its unique taste. As this study indicates, added vitamin fortification may lead to flavors that cause consumers to doubt the freshness or quality of their dairy milk. To better compete with alternative products, dairy manufacturers should explore solutions to minimize the impact of added vitamins on flavor. Moreover, milk producers should enhance their marketing efforts to highlight the value-added benefits of dairy milk, similar to the strategies employed by plant-based producers. Many consumers may be unaware of the nutritional advantages provided by added ingredients such as solgar calcium magnesium citrate with vitamin D3 in dairy products, and raising awareness of these health benefits could entice some back to traditional dairy options.
However, caution is warranted, particularly in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human intervention beyond pasteurization — a perception that is not always accurate. Emphasizing added vitamin profiles could potentially undermine this belief. Therefore, while promoting the value-added aspects of dairy, such as solgar calcium magnesium citrate with vitamin D3, it is essential to maintain the integrity of the organic narrative to avoid alienating this consumer base.