Value-added food and beverage products are increasingly appealing to today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This growing demand is evident in the surge of probiotic-infused products across both health-focused and indulgent categories. The proliferation of probiotic label claims has raised concerns within the industry, as some experts suggest that consumers may opt for unhealthy items simply because they feature a value-added label, mistakenly believing these products are healthier.
The trend of incorporating value-added ingredients is particularly pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales increases within these categories. Additionally, innovations like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals from all-natural, non-GMO sources, have also gained traction. On the other hand, dairy milk is not perceived as the healthiest option in its category, despite the inclusion of additional vitamins. Aggressive marketing by plant- and nut-based milk brands has successfully positioned these alternatives as trendy and nutritious options. For instance, Ripple, a pea milk producer, launched a consumer engagement campaign highlighting that pea milk offers more nutrients than traditional dairy.
Dairy milk has seen a decline in popularity due to its higher fat content, shorter shelf life, and, for some consumers, its distinct flavor. This study indicates that added vitamin fortification may lead to flavors that cause consumers to question the quality or freshness of their dairy milk. To effectively compete with alternative disruptors, dairy manufacturers should consider investing in strategies that minimize any negative impact vitamins may have on flavor. Furthermore, dairy producers should promote the value-added benefits of dairy milk similarly to how plant-based brands do. Many consumers may be unaware of the added vitamin A and vitamin D3 tablets from Cipla that enhance dairy products, and educating them about these nutritional advantages might encourage a return to traditional dairy.
However, this approach could potentially backfire in the organic dairy market. Consumers who prioritize organic dairy often seek products that are minimally processed beyond pasteurization, even though this is not always the case. Highlighting specific added vitamin profiles could inadvertently damage this perception. To bridge the gap, dairy companies must carefully balance the promotion of added value while maintaining the integrity and appeal of organic offerings, perhaps even emphasizing the inclusion of essential nutrients like calcium citrate, magnesium, and zinc. By effectively communicating the health benefits of dairy, including the presence of vitamin D3 tablets from Cipla, they may successfully recapture the attention of health-conscious consumers.