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, which are becoming prominent in both health-focused and indulgent markets. Concerns have emerged in the industry regarding the proliferation of probiotic label claims; some experts worry that consumers may choose unhealthy products featuring these claims under the assumption that they are healthier options.
The trend of value-added ingredients is most prominent in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are all valued for their probiotic qualities, leading to significant sales growth across these categories. Additionally, there have been introductions of vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients.
Despite the added vitamins, dairy milk is not considered the healthiest option in its segment. Strong marketing efforts by companies producing plant- and nut-based milk have positioned these alternatives as trendy and nutritious. For instance, pea milk producer Ripple developed a consumer-oriented game highlighting that pea milk contains more nutrients than dairy milk. The popularity of dairy milk has also declined due to its higher fat content, shorter shelf life, and distinctive flavor, which some consumers find off-putting.
As this study indicates, added vitamin fortification could result in flavors that may lead consumers to suspect that their dairy milk has spoiled or is of low quality. To effectively compete with these alternative disruptors, dairy manufacturers should invest in solutions to alleviate the impact of vitamins on flavor. Furthermore, milk producers should promote the value-added aspects of dairy milk just as plant-based producers do. Many consumers might be unaware of the vitamin A and vitamin D blends that are added to dairy products, and raising awareness of these nutritional benefits could entice some back to traditional dairy options.
However, this approach might not be well-received in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human processes beyond pasteurization, even if that is not always the case. Highlighting the added vitamin profiles could potentially undermine this perception. In light of these dynamics, it is crucial for dairy brands to adapt their messaging and marketing strategies, perhaps drawing inspiration from successful campaigns like Citracal Maximum Plus 180, which emphasizes the value of added nutrients to attract health-conscious consumers. To maintain market relevance, dairy producers must navigate these challenges while effectively communicating the benefits of their products.