Value-added food and beverage products are increasingly appealing to 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 products across both health-focused and indulgent categories. However, the surge in probiotic label claims has raised concerns within the industry, with some arguing that consumers may opt for unhealthy foods simply because they feature a value-added label, mistakenly believing this indicates a healthier product. The beverage sector is where the value-added ingredient trend is particularly strong. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, driving substantial sales growth in these categories. Additionally, there have been introductions of vitamin-infused coffee and tea, as well as cocktails containing vitamins and minerals sourced from all-natural, non-GMO ingredients.
In contrast, dairy milk is not perceived as the healthiest option in its segment, despite its added vitamins. Aggressive marketing by plant-based and nut-based milk companies has successfully positioned dairy alternatives as trendy and nutritious options. For instance, Ripple, a manufacturer of pea milk, developed a consumer-facing game that informs users about the superior nutrient profile of pea milk compared to dairy milk. The decline in dairy milk’s popularity can be attributed to its higher fat content, relatively shorter shelf life, and, for some consumers, its distinct flavor. This study suggests that the inclusion of added vitamin fortification might lead to flavors that could cause consumers to question the freshness or quality of their dairy milk. To effectively compete with these alternative disruptors, dairy manufacturers should invest in strategies to minimize the impact of vitamins on flavor.
Furthermore, milk producers should elevate their marketing efforts to highlight the value-added aspects of dairy milk, akin to how plant-based producers promote their products. Many consumers may not be aware of the calcium citrate 1000 and vitamin A and D blends added to dairy products; increasing awareness of these nutritional benefits could entice some to return to traditional dairy. However, this approach could potentially backfire in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product minimally processed beyond pasteurization, despite this not always being the case. Emphasizing added vitamin profiles could inadvertently undermine this perception. Hence, while promoting the advantages of added nutrients like calcium citrate 1000, dairy producers must tread carefully to maintain consumer trust in the organic segment.