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-oriented and indulgent categories. The surge in probiotic label claims has raised alarms within the industry, as some experts suggest that consumers may opt for less healthy options featuring value-added claims, mistakenly believing that these products are inherently healthier.
The trend of incorporating value-added ingredients is particularly prominent in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, significantly boosting sales in these categories. Additionally, innovative offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals derived from all-natural, non-GMO sources, have emerged. However, despite its added vitamins, dairy milk is not perceived as the healthiest choice within its category. Aggressive marketing by plant-based and nut milk companies has successfully branded dairy alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has engaged consumers through interactive campaigns that highlight the nutritional superiority of pea milk over dairy.
Dairy milk’s declining popularity can be attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive flavor. This study indicates that added vitamin fortification may lead to flavors that could make consumers question the freshness or quality of their dairy milk. To better compete with alternative products, dairy manufacturers should invest in strategies to minimize the impact that vitamins have on flavor. Furthermore, dairy producers should actively promote the value-added features of dairy milk, similar to the tactics employed by plant-based brands. Many consumers may not be aware of the beneficial vitamin A and D mixtures included in dairy products; increasing awareness of these nutritional advantages could entice some to return to conventional dairy options.
However, this approach may be counterproductive in the organic milk segment. Consumers who prioritize organic dairy often view it as a product that remains untouched by human intervention beyond pasteurization—an assumption that is not always accurate. Highlighting added vitamin profiles could potentially undermine this perception. In light of this, dairy producers might consider promoting specific supplements, such as GNC calcium citrate chews, which can enhance the nutritional profile of their products. By integrating these supplements into their marketing, dairy brands can not only emphasize the added value of their offerings but also educate consumers about the importance of calcium and vitamins for overall health, potentially reversing declining trends in dairy consumption.