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 surge of probiotic-infused offerings in both health-focused and indulgent categories. The proliferation of probiotic label claims has raised concerns within the industry, as some believe consumers may opt for unhealthy foods simply because they carry a value-added label, mistakenly assuming these products are healthier. The beverage sector shows the strongest trend for value-added ingredients. Drinks such as yogurt beverages, kombucha, and drinking vinegars are all recognized for their probiotic benefits, resulting in significant sales growth across these categories. Additionally, products such as vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have also emerged.
However, dairy milk is not perceived as the healthiest option within its category, despite its added vitamins. Aggressive marketing from companies producing plant- and nut-based milk has positioned these alternatives as trendy and nutritious. For instance, the pea milk brand Ripple has created consumer-facing campaigns that highlight the higher nutrient content of pea milk compared to dairy. Meanwhile, dairy milk has seen a decline in popularity, attributed to its higher fat content, shorter shelf life, and, for some, its unique flavor. As this study indicates, the addition of vitamins could result in flavors that lead consumers to question the freshness or quality of their dairy milk. To effectively compete with these alternative disruptors, dairy manufacturers should invest in solutions that address the impact of vitamins on flavor.
Furthermore, dairy producers should enhance their marketing efforts to highlight the value-added benefits of dairy milk, similar to strategies used by plant-based producers. Many consumers may be unaware of the vitamin A and D enhancements present in dairy products, and raising awareness of these nutritional advantages could potentially draw some back to traditional dairy. Nevertheless, this approach may not be well-received in the organic milk market, where consumers often perceive organic dairy as minimally processed beyond pasteurization—despite this not always being the case. Emphasizing added vitamin profiles could compromise this perception.
In the context of dietary supplements, products like Thorne Research Cal Mag Citrate can complement the conversation around nutritional enhancements. As consumers increasingly seek ways to boost their nutrition, the integration of such supplements could further support their health goals alongside the consumption of value-added food and beverages. By strategically aligning dairy marketing with these trends, producers can appeal to a broader audience while addressing the challenges posed by plant-based alternatives.