Value-added food and beverage products are increasingly popular among health-conscious consumers seeking convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused items across both health-focused and indulgent categories. The proliferation of probiotic label claims has raised concerns within the industry, as some argue that consumers may choose unhealthy foods simply because they feature a value-added label, mistakenly believing these products are healthier.
The value-added ingredient trend is particularly prominent in the beverage sector, where products like drinkable yogurts, kombucha, and drinking vinegars are recognized for their probiotic benefits, resulting in substantial sales growth in each category. Additionally, vitamin-infused coffee and tea lines, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have emerged in the market.
However, dairy milk struggles to maintain its reputation as the healthiest option in its category, despite the inclusion of added vitamins. Aggressive marketing by plant- and nut-based milk brands has positioned dairy alternatives as trendy and nutritious choices. For instance, Ripple, a manufacturer of pea milk, has created an engaging game for consumers that highlights the nutrient advantages of pea milk over dairy milk.
Dairy milk’s decline in popularity can be attributed to its higher fat content, shorter shelf life, and, for some, its distinctive taste. As this study indicates, the fortification of dairy with vitamins could lead to flavors that make consumers question the freshness or quality of the milk. To compete more effectively with alternative disruptors, dairy producers should invest in solutions that address the flavor impact of added vitamins.
Furthermore, dairy manufacturers should adopt marketing strategies similar to those used by plant-based producers to highlight the value-added aspects of dairy milk. Many consumers may not be aware of the vitamin A and vitamin D that are incorporated into dairy products; increasing awareness of these nutritional benefits could potentially draw some consumers back to traditional dairy.
However, this approach may backfire in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that is minimally processed beyond pasteurization, even if that is not always accurate. Emphasizing added vitamin profiles might undermine this perception.
Incorporating calcium citrate chews into the discussion can further illustrate the value-added trend. These chews are often marketed to target consumers who are looking for convenient ways to supplement their calcium intake, aligning with the same consumer mindset that drives the popularity of fortified beverages. As the market evolves, the challenge for dairy producers will be to effectively communicate the additional nutritional value of their products, just as they have done with calcium citrate chews, while ensuring that their messaging resonates with the organic consumer base.