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 evident in the growing demand for probiotic-infused products in both health-focused and indulgent markets. Concerns have emerged within the industry regarding the number of probiotic label claims, as some believe that consumers may opt for unhealthy foods with such labels, thinking they are healthier options. The beverage sector is leading the charge in the value-added ingredient trend. Products like drinkable yogurts, kombucha, and drinking vinegars are considered healthy due to their probiotic benefits, resulting in significant sales growth in these categories. Even vitamin-enriched coffee and tea, as well as cocktails containing vitamins and minerals sourced from all-natural, non-GMO ingredients, have entered the market.
Despite the added vitamins, dairy milk is not perceived as the healthiest option in its category. Strong marketing efforts from plant-based and nut-based milk brands have promoted dairy alternatives as trendy and nutritious. For instance, the pea milk company Ripple launched an engaging consumer game that highlights the nutritional advantages of pea milk over dairy milk. The decline in dairy milk’s popularity can be attributed to its higher fat content, shorter shelf life, and, for some, its distinct flavor. As this study indicates, fortifying dairy with vitamins could lead to flavors that make consumers question the freshness or quality of their milk. To better compete with these alternative disruptors, dairy manufacturers should focus on solutions that mitigate the impact of added vitamins on flavor.
Moreover, milk producers should go a step further by promoting the value-added aspects of dairy milk similarly to how plant-based producers do. Many consumers may not be aware of the calcium citrate and vitamin A and D blends added to dairy products, and highlighting these nutritional benefits could entice some back to traditional dairy. However, this approach may not be effective in the organic milk segment. Consumers who prioritize organic dairy products often perceive them as untouched by human intervention beyond pasteurization, even if that is not always the case. Emphasizing added vitamin profiles could potentially undermine this perception.
In conclusion, as the market for value-added products continues to evolve, dairy manufacturers must strategically position their offerings by addressing flavor concerns and promoting the health benefits of ingredients like calcium citrate and cissus quadrangularis to attract health-conscious consumers back to dairy.