Value-added food and beverage products are increasingly popular among today’s health-focused consumers who seek convenient methods to enhance their daily nutrition. This trend is evident in the growing demand for probiotic-infused products across both health-oriented and indulgent categories. The prevalence of probiotic claims on labels has raised concerns within the industry, with some suggesting that consumers may opt for unhealthy foods simply because they bear a value-added label, mistakenly believing it signifies a healthier choice.
The beverage sector is leading the charge in the value-added ingredient trend. Products such as drinkable yogurts, kombucha, and drinking vinegars are all celebrated for their probiotic benefits, leading to significant sales growth in these categories. Additionally, there has been an introduction of vitamin-infused coffees and teas, as well as cocktails enhanced with vitamins and minerals sourced from all-natural, non-GMO ingredients.
In contrast, dairy milk is not perceived as the healthiest option in its category, despite its added vitamins. Strong marketing initiatives by plant- and nut-based milk companies have successfully positioned dairy alternatives as trendy and nutritious. For instance, Ripple, a producer of pea milk, has created an engaging consumer game that informs users about the superior nutrient profile of pea milk compared to dairy.
Dairy milk’s declining popularity can be attributed to several factors, including its higher fat content, shorter shelf life, and distinct flavor that some consumers find off-putting. This study indicates that added vitamin fortification could lead to flavors that might raise concerns among consumers regarding the quality or freshness of their dairy milk. To compete more effectively with alternative disruptors, dairy manufacturers should explore solutions to mitigate the flavor impact of vitamins.
Furthermore, milk producers can enhance their strategy by promoting the value-added features of dairy milk similarly to how plant-based producers market their products. Many consumers may be unaware of the calcium citrate slow release and vitamin A and D fortifications that are added to dairy products, and increasing awareness of these nutritional benefits might entice some consumers to return to traditional dairy.
However, this approach could backfire in the organic milk segment. Consumers who prioritize organic dairy often perceive it as a product that undergoes minimal human intervention beyond pasteurization, even if that perception is not always accurate. Highlighting the added calcium citrate slow release and vitamin profiles could potentially undermine this belief. Therefore, while promoting the nutritional enhancements is important, dairy producers must tread carefully to maintain the integrity and perception of organic dairy products.