Value-added food and beverage products are increasingly in demand among today’s health-conscious consumers, who seek convenient options to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused products across both health-oriented and indulgent categories. The surge in probiotic label claims has raised concerns within the industry, as some believe consumers may opt for unhealthy foods that feature a value-added label, assuming these items are healthier choices.
The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Products like drinkable yogurts, kombucha, and drinking vinegars are prized for their probiotic benefits, resulting in significant sales growth in these categories. Additionally, there are now vitamin-infused coffee and tea lines, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients.
Despite its added vitamins, dairy milk is not considered the healthiest option in its segment. Aggressive marketing by companies producing plant-based and nut-based milk alternatives has positioned these products as trendy and nutritious. For instance, Ripple, a pea milk producer, launched an engaging game to educate consumers about the superior nutrient profile of pea milk compared to dairy. Furthermore, dairy milk’s decline in popularity can be attributed to its higher fat content, shorter shelf life, and, for some, its distinctive flavor.
This study indicates that added vitamin fortification, such as calcium citrate, could potentially alter the flavor of dairy milk, leading consumers to question its freshness or quality. To effectively compete with alternative disruptors, dairy producers should explore strategies to minimize the impact of vitamins on flavor. Moreover, milk manufacturers should promote the value-added benefits of dairy milk similarly to how plant-based brands do. Many consumers may not be aware of the fortifications, such as calcium citrate, vitamin A, and vitamin D, added to dairy products, and highlighting these nutritional advantages could entice some back to traditional dairy options.
However, caution is warranted in the organic milk sector. Consumers who prioritize organic dairy perceive it as a product minimally processed beyond pasteurization, even if this is not always the case. Drawing attention to added vitamin profiles may undermine this perception. Therefore, while promoting the benefits of value-added ingredients like calcium citrate can be advantageous, it must be done thoughtfully to maintain consumer trust in organic dairy products.