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 across both health-focused and indulgent categories. Concerns have arisen in the industry regarding the proliferation of probiotic label claims, as some experts suggest that consumers may choose unhealthy foods with value-added labels under the impression that these products are inherently healthier.
The beverage sector is witnessing the strongest trend in value-added ingredients. Products such as drinkable yogurts, kombucha, and drinking vinegars are lauded for their probiotic properties, resulting in significant sales increases across these categories. Even vitamin-infused coffee and tea, along with cocktails enriched with vitamins and minerals sourced from all-natural, non-GMO ingredients, have entered the market. In contrast, dairy milk struggles to maintain its reputation as the healthiest option within its segment, despite the inclusion of added vitamins like calcium citrate and vitamin D.
Strong marketing efforts from plant-based and nut-based milk companies have successfully positioned dairy alternatives as trendy and nutritious options. For instance, Ripple, a manufacturer of pea milk, has developed an engaging consumer game that highlights the nutritional superiority of pea milk over dairy. Additionally, dairy milk’s declining popularity can be attributed to its higher fat content, shorter shelf life, and, for some, its distinctive flavor. As this study reveals, the fortification with vitamins, including calcium citrate and vitamin D, may alter flavors, leading consumers to question the freshness or quality of their dairy milk.
To effectively compete with these alternative disruptors, dairy manufacturers should invest in developing solutions that minimize the impact of vitamin fortification on flavor. Furthermore, milk producers should adopt a marketing strategy that emphasizes the value-added benefits of dairy milk similarly to how plant-based producers promote their products. Many consumers may be unaware of the nutritional enhancements, such as calcium citrate and vitamin D, that are added to dairy products; raising awareness of these benefits could potentially attract some back to traditional dairy.
However, this strategy may have unintended consequences in the organic milk market. Consumers who prioritize organic dairy often perceive it as a product that remains untouched by human processes beyond pasteurization, despite the reality being more complex. Highlighting the added vitamin profiles, including calcium citrate and vitamin D, could inadvertently undermine this perception.