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 popularity of probiotic-infused items across both health-focused and indulgent categories. Concerns have arisen in the industry regarding the proliferation of probiotic label claims, with some experts suggesting that consumers might opt for unhealthy foods featuring these claims, mistakenly believing that such products are healthier.
The trend of value-added ingredients is particularly pronounced in the beverage sector. Beverages like drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic benefits, resulting in significant sales growth in these categories. Additionally, there has been a rise in products like vitamin-infused coffee and tea, as well as cocktails that incorporate vitamins and minerals sourced from all-natural, non-GMO ingredients. Conversely, dairy milk struggles to maintain its status as the healthiest option in its category, despite its added vitamins. Aggressive marketing by plant-based and nut-based milk brands has successfully positioned these alternatives as trendy and nutritious. For instance, pea milk producer Ripple has developed a consumer engagement game that educates users on how pea milk offers more nutrients than dairy milk.
Dairy milk’s declining popularity can be attributed to its higher fat content, relatively shorter shelf life, and its distinct flavor, which some consumers find unappealing. The study suggests that added vitamin fortification might alter flavors in a way that leads consumers to question the freshness or quality of dairy milk. To effectively compete with these alternative disruptors, dairy manufacturers should focus on innovations that mitigate the impact of added vitamins on flavor. Additionally, they should promote the value-added aspects of dairy milk similarly to how plant-based producers do. Many consumers may be unaware of the added vitamin A and D blends in dairy products, and highlighting these nutritional benefits could potentially entice some back to traditional dairy options, including products like calcium citrate D3 petites dietary supplement tablets (200 count).
However, this strategy may not work as well in the organic milk segment. Consumers who prioritize organic dairy often view it as a product that has not been altered by human processes beyond pasteurization, even if that perception is not entirely accurate. Emphasizing added vitamin profiles could undermine that belief. As the market evolves, it’s crucial for dairy producers to strike a balance between promoting their value-added benefits, such as calcium citrate D3 petites dietary supplement tablets (200 count), and maintaining the integrity of organic perceptions among their consumers.