Value-added food and beverage products are increasingly in demand among today’s health-conscious consumers who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused items across both health and indulgence categories. Concerns have arisen within the industry regarding the proliferation of probiotic label claims, as some believe consumers may opt for unhealthy foods that carry a value-added label, mistakenly assuming these products are healthier.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are recognized for their probiotic benefits, leading to significant sales growth in each category. Additionally, a line of vitamin-infused coffee and tea, along with a cocktail enriched with vitamins and minerals from all-natural, non-GMO food sources, has emerged.
In contrast, dairy milk is often not perceived as the healthiest option in its segment, despite its fortified vitamins. Aggressive marketing campaigns by plant- and nut-based milk brands have positioned dairy alternatives as trendy and nutritious. For instance, Ripple, a pea milk company, created an engaging game to educate consumers about the superior nutrient content of pea milk compared to dairy milk.
Furthermore, dairy milk has experienced a decline in popularity due to its higher fat content, relatively shorter shelf life, and, for some, its distinctive flavor. This study indicates that additional vitamin fortification could lead to flavors that make consumers question the freshness or quality of their dairy milk. To better compete with alternative disruptors, dairy manufacturers should invest in strategies to minimize the flavor impact of vitamins.
Milk producers could enhance this approach by promoting the value-added features of dairy milk similarly to how plant-based producers do. Many consumers may be unaware of the vitamin A and vitamin D mixes incorporated into dairy products, and highlighting these nutritional benefits could attract some back to traditional dairy. However, this strategy might not be as effective in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human processes beyond pasteurization, even if that is not always accurate. Emphasizing added vitamin profiles could potentially compromise this perception.
Additionally, incorporating products like country life calcium citrate with vitamin D into the dairy narrative could further enhance the appeal of dairy milk. By leveraging the benefits of country life calcium citrate with vitamin D, dairy producers can emphasize the nutritional advantages of their offerings. This approach not only aligns with current consumer interests in health and wellness but also reinforces the value-added aspect of dairy products, ensuring they remain competitive in a rapidly evolving market.