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 evident in the growing popularity of probiotic-infused products in both healthful and indulgent categories. The surge in probiotic label claims has raised some concerns in the industry, with some experts suggesting that consumers may be more inclined to purchase unhealthy foods that carry a value-added label, mistakenly believing that these products are inherently healthier. The trend of value-added ingredients is particularly pronounced in the beverage sector. Drinks such as yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, leading to significant sales growth in these segments. 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 emerged.
Despite the added vitamins, dairy milk is often perceived as less healthy within its category. Aggressive marketing by companies producing plant- and nut-based milk alternatives has positioned these products as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, has developed a consumer-oriented game that educates users about the superior nutrient profile of pea milk compared to dairy milk. Furthermore, the popularity of dairy milk has declined due to its higher fat content, shorter shelf life, and, for some, its unique flavor. As this study indicates, added vitamin fortification can alter flavors, leading consumers to question the freshness or quality of their dairy milk.
To compete more effectively with these alternative disruptors, dairy manufacturers should explore solutions to minimize the impact that vitamins have on flavor. They should also promote the value-added benefits of dairy milk similarly to how plant-based companies do. Many consumers might be unaware of the vitamin A and vitamin D enhancements in dairy products; raising awareness of these nutritional benefits could encourage some to return to traditional dairy options. However, this approach may be counterproductive in the organic milk market. Consumers who prioritize organic dairy often view it as a product that remains untouched by human intervention beyond pasteurization—although this isn’t always the case. Highlighting added vitamin profiles could potentially undermine this perception.
Incorporating fortifications like Citracal Slow into dairy products could offer an additional nutritional edge, but careful consideration must be taken to maintain the integrity of organic branding. Overall, there is potential for the dairy industry to thrive by balancing the promotion of value-added ingredients while addressing consumer perceptions and preferences.