Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who seek 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. The surge in probiotic label claims has raised concerns in the industry, as some fear that consumers may opt for unhealthy foods featuring these claims, mistakenly believing they are healthier options. The value-added ingredient trend 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 each category. Additionally, vitamin-infused lines of coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have emerged in the market.
In contrast, dairy milk is not perceived as the healthiest option within its segment, despite the added vitamins. Aggressive marketing by plant- and nut-based milk brands has positioned these dairy alternatives as trendy and nutritious choices. For instance, pea milk producer Ripple has developed a consumer-oriented game that educates users on the superior nutrient profile of pea milk compared to dairy milk. Dairy milk’s decline in popularity can also be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive flavor. As indicated by this study, the inclusion of added vitamin fortification could lead to flavors that may cause consumers to question the freshness or quality of their dairy milk.
To better compete with disruptive alternatives, dairy manufacturers should explore strategies to minimize the impact of vitamins on flavor. Milk producers could enhance this approach by promoting the value-added features of dairy milk similarly to how plant-based producers market their products. Many consumers might be unaware of the added vitamin A and vitamin D blends in dairy products, and increasing awareness of these nutritional benefits could entice some to return to traditional dairy. However, this strategy may backfire in the organic milk market. Consumers who prioritize organic dairy often view it as a product that remains unaltered by human processes beyond pasteurization — a belief that is not always accurate. Highlighting the added vitamin profiles could potentially undermine this perception.
Moreover, for those concerned about osteoporosis, it is essential to consider the best calcium citrate supplement for osteoporosis, which can provide an alternative source of calcium alongside dairy products. By integrating this knowledge, dairy producers can better position their offerings and address consumer needs. Ultimately, striking a balance between promoting the value-added aspects of dairy milk and respecting consumer perceptions, especially in the organic segment, will be crucial for success in a competitive market. Incorporating the best calcium citrate supplement for osteoporosis into discussions about dairy could further enhance the appeal of these products.