Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who seek convenient ways to enhance their daily nutrition. This trend is particularly evident in the growing prevalence of probiotic-infused items across both health-oriented and indulgent categories. Concerns have arisen within the industry regarding the proliferation of probiotic label claims, as some argue that consumers might opt for unhealthy foods simply because they carry a value-added label, mistakenly believing these items to be healthier options.
The trend of incorporating value-added ingredients is most pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are recognized for their probiotic benefits, contributing to significant sales growth in their respective markets. Additionally, innovative offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have emerged.
In contrast, dairy milk is often perceived as less healthy within its category, despite its added vitamins. Aggressive marketing by companies producing plant- and nut-based milk alternatives has successfully positioned these products as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has engaged consumers through a game that highlights the superior nutrient profile of pea milk compared to dairy milk.
Dairy milk’s decline in popularity can also be attributed to its higher fat content, relatively shorter shelf life, and, for some consumers, its distinct flavor. This study indicates that added vitamin fortification could alter flavors in a way that makes consumers question the freshness or quality of their dairy milk. To better compete with alternative disruptors, dairy manufacturers should explore solutions to minimize the impact of vitamins on flavor.
Moreover, milk producers might consider adopting marketing strategies similar to those of plant-based companies to promote the value-added benefits of dairy milk. Many consumers may be unaware of the vitamin A and D fortifications present in dairy products, and highlighting these nutritional advantages could entice some to return to traditional dairy. However, caution is warranted in the organic milk segment, where consumers often perceive organic dairy as minimally processed beyond pasteurization—despite this not always being the case. Emphasizing added vitamin profiles in this context could potentially undermine that perception.
Interestingly, when discussing the fortification of dairy milk, it’s worth noting that forms of calcium such as calcium citrate may be better than calcium carbonate, particularly for absorption and health benefits. This distinction could be emphasized in campaigns to further attract health-conscious consumers back to dairy options. Highlighting the superiority of calcium citrate in dairy products could serve as an additional selling point, especially as consumers continue to seek the most beneficial options for their health.