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-focused and indulgent categories. Concerns have arisen within the industry regarding the proliferation of probiotic label claims, as some believe that consumers may purchase unhealthy foods featuring these claims under the assumption that they are healthier options.
The beverage sector shows the strongest momentum for value-added ingredients. Products such as drinkable yogurts, kombucha, and fermented beverages are celebrated for their probiotic properties, leading to significant sales increases in each category. Additionally, innovative offerings like coffee and tea infused with vitamins, as well as cocktails made with all-natural, non-GMO food sources, have emerged.
However, dairy milk does not enjoy the same reputation for healthfulness within its category, despite the addition of vitamins such as calcium citrate with vitamin D chews. Marketing efforts by plant-based and nut-based milk brands have successfully positioned these alternatives as trendy and nutritious. For instance, Ripple, a pea milk producer, has developed a consumer engagement game that highlights the superior nutrient profile of pea milk compared to dairy milk.
Dairy milk’s popularity has waned, attributed to its higher fat content, shorter shelf life, and, for some consumers, its distinctive taste. The findings suggest that added vitamin fortification may alter flavors in ways 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 strategies that minimize the impact of vitamins on flavor.
Furthermore, dairy producers ought to promote the value-added benefits of dairy milk similarly to how plant-based brands do. Many consumers may not be aware of the calcium citrate with vitamin D chews incorporated into dairy products, and highlighting these nutritional advantages could entice some back to traditional dairy. However, this approach could be counterproductive in the organic milk market, where consumers often perceive organic dairy as minimally processed beyond pasteurization—even if this is not always accurate. Emphasizing added vitamin profiles may inadvertently compromise this perception.
In summary, while there is a clear opportunity for dairy products to capitalize on their value-added aspects, careful consideration must be given to consumer perceptions, particularly regarding organic offerings.