Value-added food and beverage products are increasingly appealing to 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 markets. In fact, the proliferation of probiotic label claims has raised concerns within the industry, as some experts believe that consumers may opt for unhealthy foods simply because they feature a value-added label, leading them to assume these products are healthier.
The beverage sector is particularly strong in the value-added ingredient trend. Items such as drinkable yogurts, kombucha, and drinking vinegars are hailed for their probiotic benefits, resulting in significant sales increases across these categories. Additionally, innovative products like vitamin-infused coffee and tea, as well as cocktails containing vitamins and calcium citrate + vitamin D3 x 60 tab from all-natural, non-GMO sources, have emerged in the market.
However, dairy milk struggles to maintain its position as the healthiest option in its segment, despite the inclusion of value-added ingredients like vitamins and minerals. Aggressive marketing from plant-based and nut-based milk brands has successfully positioned these alternatives as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, developed a consumer-oriented game highlighting that pea milk is richer in nutrients compared to dairy milk.
Furthermore, the declining popularity of dairy milk can be attributed to its higher fat content, relatively shorter shelf life, and, for some consumers, its distinctive flavor. As this study indicates, the addition of vitamin fortification could lead to flavors that make consumers worry their dairy milk has spoiled or is of inferior quality. To compete effectively with alternative disruptors, dairy manufacturers should invest in strategies to minimize the impact of vitamins on flavor.
Milk producers should also promote the value-added benefits of dairy milk similarly to how plant-based producers do. Many consumers may not be aware of the calcium citrate + vitamin D3 x 60 tab that are incorporated into dairy products, and highlighting these nutritional advantages could entice some back to traditional dairy options. However, this approach might backfire in the organic milk sector. Consumers who prioritize organic dairy perceive it as a product that remains untouched by human intervention beyond pasteurization—despite this not always being the case. Emphasizing added vitamin profiles could potentially undermine this perception.