Value-added food and beverage products are increasingly popular among today’s health-conscious consumers who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused products across both health-focused and indulgent categories. Concerns have arisen within the industry regarding the proliferation of probiotic claims, with some experts suggesting that consumers may opt for unhealthy items simply because they bear a value-added label, mistakenly believing these products are healthier.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Products like drinkable yogurts, kombucha, and drinking vinegars are hailed for their probiotic benefits, leading to significant sales increases across these categories. Additionally, innovative offerings such as vitamin-infused coffee and tea, and cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have entered the market.
In contrast, dairy milk is often perceived as less healthy within its segment, despite its added vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, developed an engaging game aimed at consumers to illustrate how pea milk contains more nutrients than traditional dairy milk.
The decline in dairy milk’s popularity can be attributed to its higher fat content, relatively shorter shelf life, and, for some, its unique flavor. This study indicates that the fortification of dairy with added vitamins might lead to flavors that could cause consumers to question the freshness or quality of their milk. To effectively compete with these alternative disruptors, dairy manufacturers should invest in solutions to mitigate any negative impact that vitamin fortification may have on flavor.
Moreover, dairy producers should promote the value-added features of dairy milk similarly to how plant-based producers market their products. Many consumers may not be fully aware of the added calcium citrate extended release and vitamin A and D fortifications present in dairy products. Raising awareness of these nutritional advantages could potentially attract some consumers back to traditional dairy options.
However, this marketing strategy may not resonate well in the organic milk segment. Consumers who prioritize organic dairy often view it as a product that remains untouched by human intervention, aside from pasteurization, even though this is not always the case. Highlighting added vitamin profiles could inadvertently weaken this perception. Therefore, while emphasizing the benefits of calcium citrate extended release and other added nutrients in dairy products may be beneficial, it is crucial to balance this with the values held by organic consumers to avoid any negative backlash.