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 popularity of probiotic-infused products across both health-centric and indulgent categories. Concerns have emerged within the industry regarding the proliferation of probiotic label claims, as some consumers tend to purchase unhealthy options featuring these claims, mistakenly believing they are healthier choices. The trend for value-added ingredients is particularly pronounced in the beverage sector. Drinks like probiotic yogurts, kombucha, and drinking vinegars are celebrated for their health benefits, leading to significant sales increases across these categories. Additionally, new products like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have been introduced.
Despite the added vitamins, dairy milk is not regarded as the healthiest option in its category. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has developed consumer-friendly messaging that emphasizes its nutrient superiority over dairy. Dairy milk’s popularity has also declined due to perceptions of its high fat content, relatively short shelf life, and, for some, its distinctive taste. This study indicates that added vitamin fortification may result in flavors that lead consumers to question the freshness or quality of their dairy milk. To better compete with alternative products, dairy manufacturers must find ways to reduce the impact of added vitamins on flavor.
Milk producers should enhance their marketing strategies by promoting the value-added features of dairy milk in a manner similar to that of plant-based producers. Many consumers may not be aware of the vitamin A and vitamin D enhancements in dairy products, and increasing awareness of these benefits could entice some individuals to return to traditional dairy options. However, this approach may be counterproductive in the organic milk market. Consumers who prioritize organic dairy often view it as a product that remains untouched by human intervention beyond pasteurization, despite this not always being the case. Highlighting the added vitamin profiles could potentially undermine this perception.
To address these challenges, dairy producers could consider incorporating ingredients like nutricology calcium citrate, which not only enhances nutritional value but could also appeal to health-oriented consumers. By integrating such elements into their products, dairy manufacturers can better position themselves in a competitive market while addressing consumer concerns regarding nutrition and flavor.