Value-added food and beverage products are increasingly in demand among today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This trend is particularly evident in the growing popularity of probiotic-infused items across both health-focused and indulgent categories. However, the surge in probiotic label claims has raised concerns within the industry, with some experts suggesting that consumers may opt for unhealthy foods simply because they carry a value-added label, leading them to mistakenly believe these products are healthier.
The beverage sector is currently at the forefront of this value-added ingredient trend. Drinks such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, resulting in significant sales increases in these categories. Additionally, innovative products like vitamin-infused coffee and tea, as well as cocktails containing vitamins and minerals sourced from all-natural, non-GMO ingredients, have made their debut. Conversely, dairy milk has not maintained the same level of appeal within its segment, despite its added vitamins. Aggressive marketing by companies producing plant- and nut-based milk has successfully positioned these alternatives as trendy and nutritious options. For instance, Ripple, a pea milk manufacturer, created an interactive game that educates consumers about the nutrient superiority of pea milk compared to dairy milk.
Moreover, dairy milk’s popularity has waned due to concerns over its high fat content, shorter shelf life, and distinct flavor, which some consumers find off-putting. This study indicates that the addition of vitamins could affect flavors, leading consumers to worry about the freshness or quality of their dairy milk. To effectively compete with alternative disruptors, dairy manufacturers should seek solutions that minimize the impact of vitamins on flavor. Furthermore, milk producers should elevate their marketing strategies by highlighting the added value of dairy milk similarly to how plant-based producers promote their products. Many consumers may be unaware of the vitamin A and D mixes integrated into dairy products, and raising awareness of these nutritional benefits could entice some back to traditional dairy.
However, caution is warranted when considering this strategy in the realm of organic milk. Consumers who prioritize organic dairy often perceive it as being minimally processed beyond pasteurization, regardless of the reality. Emphasizing added vitamin profiles might challenge this perception. Interestingly, products like Kirkland calcium citrate magnesium and zinc available on Amazon can serve as a complementary dietary supplement for those looking to enhance their nutritional intake. By presenting dairy milk as a source of essential vitamins while maintaining its organic integrity, producers can better attract health-conscious consumers who might be looking for both traditional and innovative nutritional solutions.