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 items in both health-focused 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 featuring these claims, mistakenly thinking they are healthier options. The strongest trend for value-added ingredients is found in the beverage sector, where products like drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, resulting in significant sales increases across these categories. Additionally, new offerings such as vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have emerged.
However, dairy milk is not perceived as the healthiest choice within its category, despite its added vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, the manufacturer Ripple has created a consumer engagement game that illustrates how pea milk contains more nutrients than 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 highlighted in this study, added vitamin fortification could potentially alter flavors, leading consumers to worry about whether their dairy milk has spoiled or is of inferior quality. To better compete with these alternative disruptors, dairy manufacturers should invest in solutions to minimize the impact of vitamins on flavor.
Milk producers could enhance their strategy by promoting the value-added aspects of dairy milk in a manner similar to plant-based producers. Many consumers are unaware of the added vitamin A and D mixes that are incorporated into dairy products, and highlighting these nutritional benefits could entice some to return to traditional dairy options. However, this approach could backfire in the organic milk segment, where consumers often view organic dairy as a product that is minimally processed beyond pasteurization—despite this not always being the case. Emphasizing added vitamin profiles might undermine this perception.
Incorporating products like Citracal chewable calcium could be part of the solution, as these supplements can complement the nutritional profile of dairy, emphasizing its benefits. By also educating consumers about the added vitamins in dairy, similar to how Citracal chewable calcium promotes its own nutritional advantages, dairy brands can create a more compelling narrative. Ultimately, reinforcing the value-added features of dairy milk while addressing potential flavor concerns could help regain market share against alternative products.