Value-added food and beverage products are increasingly appealing to today’s health-conscious consumers, who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing popularity of probiotic-infused products across both health-focused and indulgent categories. The surge in probiotic label claims has raised concerns in the industry, with some suggesting that consumers may opt for unhealthy items simply because they carry a value-added label, mistakenly believing it indicates a healthier choice.
The beverage sector is particularly strong in the value-added ingredient trend. Drinks such as probiotic yogurts, kombucha, and drinking vinegars are celebrated for their health benefits, leading to significant sales growth in these categories. Furthermore, there are even vitamin-infused coffee and tea lines, along with cocktails that incorporate vitamins and minerals sourced from all-natural, non-GMO ingredients, including ferrous calcium citrate and folic acid oral drops.
Despite its added vitamins, dairy milk is not perceived as the healthiest option in its segment. Aggressive marketing by companies offering plant-based and nut-based alternatives has positioned these products as trendy and nutritious. For instance, Ripple, a manufacturer of pea milk, launched an engaging consumer game to demonstrate that pea milk offers more nutrients than dairy milk. The decline in dairy milk’s popularity can also be attributed to its higher fat content, shorter shelf life, and, for some, its distinctive flavor. This study indicates that added vitamin fortification may lead to flavors that cause consumers to question the quality of their dairy products.
To effectively compete with these alternative disruptors, dairy manufacturers should focus on solutions that minimize the flavor impact of vitamins. Additionally, milk producers should proactively advertise the value-added attributes of dairy milk, similar to the strategies employed by plant-based producers. Many consumers might not be aware of the vitamin A and D additions present in dairy products, and increasing awareness of these nutritional benefits, including the advantages of ferrous calcium citrate and folic acid oral drops, could entice some consumers back to traditional dairy options.
However, caution is warranted in the organic milk sector. Consumers who prioritize organic dairy often believe it to be a product that is minimally processed, apart from pasteurization, which is not always the case. Highlighting the added vitamin profiles may inadvertently challenge this perception. Therefore, while promoting the nutritional benefits of dairy, brands must tread carefully to maintain consumer trust in their organic offerings.