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 especially evident in the growing demand for probiotic-infused items across both health-oriented and indulgent categories. The surge in probiotic label claims has raised concerns within the industry, as some believe that consumers may opt for unhealthy foods simply because they feature a value-added label, mistakenly assuming that these products are healthier.
The trend for value-added ingredients is most pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, there are innovative offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients. In contrast, dairy milk is often not perceived as the healthiest choice within its segment, despite its added vitamins. Aggressive marketing by companies producing plant- and nut-based milk has positioned these alternatives as trendy and nutritious options. For instance, Ripple, a manufacturer of pea milk, launched an interactive game to educate consumers about the superior nutrient profile of pea milk compared to dairy milk.
The decline in popularity of dairy milk can be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinct flavor. As highlighted in this study, the inclusion of vitamin fortification could lead to flavors that make consumers question the freshness or quality of their dairy milk. To compete more effectively with these alternative disruptors, dairy manufacturers should focus on strategies to minimize the flavor impact of added vitamins. Furthermore, milk producers should promote the value-added benefits of dairy milk similarly to how plant-based companies do. Many consumers might be unaware of the added vitamin A and vitamin D, as well as calcium citrate with vitamin D3, magnesium, and zinc tablets included in dairy products, and raising awareness of these nutritional advantages could draw some back to traditional dairy.
However, this approach could have unintended consequences in the organic milk market. Consumers who prioritize organic dairy typically see it as a product that remains untouched by human processes beyond pasteurization, even though that is not always the case. Highlighting the added vitamin profiles could potentially undermine this perception. To effectively navigate this landscape, dairy producers should balance the promotion of added nutritional benefits, such as calcium citrate with vitamin D3, magnesium, and zinc tablets, with a commitment to maintaining the integrity and appeal of their organic offerings.