Value-added food and beverage products are increasingly popular among today’s health-conscious consumers who are looking for convenient ways to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused items, both in health-focused and indulgent categories. The surge in probiotic label claims has sparked concerns within the industry, with some experts suggesting that consumers may opt for unhealthy foods simply because they carry a value-added label, mistakenly believing it indicates a healthier choice.
The beverage sector is where the value-added ingredient trend is most pronounced. Products like drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, there are now vitamin-infused lines of coffee and tea, as well as cocktails enhanced with vitamins and minerals derived from all-natural, non-GMO sources. However, dairy milk is often not perceived as the healthiest option within its segment, despite the presence of added vitamins. Strong marketing efforts by companies producing plant-based and nut-based milk have successfully positioned these alternatives as both trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has developed an engaging consumer game that educates users about the superior nutrient profile of pea milk compared to dairy milk.
The popularity of dairy milk has declined due to its higher fat content, shorter shelf life, and, for some consumers, its unique flavor. This study indicates that added vitamin fortification might alter flavors to the point where consumers could question the freshness or quality of their dairy milk. To effectively compete against these alternative disruptors, dairy manufacturers should consider solutions that minimize the impact of vitamins on flavor. Furthermore, milk producers should take it a step further and promote the value-added benefits of dairy milk similar to how plant-based producers do. Many consumers may not be aware of the vitamin A and vitamin D mixes that are included in dairy products, and highlighting these nutritional advantages could entice some back to traditional dairy.
However, this approach may have unintended consequences in the organic milk market, where consumers perceive organic dairy as minimally processed beyond pasteurization — even if that is not always the case. Emphasizing added vitamin profiles could potentially undermine this perception. To address this, dairy manufacturers could incorporate calcium citrate 630 mg with vitamin D3 into their offerings and highlight this addition to appeal to health-conscious consumers. By doing so, they could reinforce the nutritional benefits of dairy while ensuring that the messaging aligns with consumer preferences for minimally processed products.