Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who are seeking convenient ways to enhance their daily nutrition. This trend is particularly evident in the growing demand for probiotic-infused items across both health-oriented and indulgent markets. The proliferation of probiotic label claims has raised concerns within the industry, as some experts suggest that consumers may opt for unhealthy foods labeled as value-added, mistakenly believing these products are healthier.
The trend of value-added ingredients is most pronounced in the beverage sector. Products such as drinkable yogurts, kombucha, and drinking vinegars are celebrated for their probiotic attributes, leading to significant sales growth in each category. Additionally, new offerings like vitamin-infused coffee and tea, as well as cocktails enriched with vitamins and minerals derived from all-natural, non-GMO sources, have emerged in the market. Despite these developments, dairy milk struggles to maintain its status as the healthiest option in its category, even with added vitamins. Aggressive marketing by plant-based and nut-based milk brands has positioned these alternatives as trendy and nutritious.
For instance, Ripple, a manufacturer of pea milk, has engaged consumers with interactive games that highlight the superior nutrient profile of pea milk compared to dairy milk. The decline in dairy milk’s popularity can be attributed to its high-fat content, relatively shorter shelf life, and, for some consumers, its distinctive taste. As this study indicates, added vitamin fortification may lead to flavors that prompt consumers to question the freshness and quality of dairy milk. To better compete with alternative disruptors, dairy manufacturers should focus on addressing how vitamins affect flavor.
Furthermore, milk producers should actively promote the value-added features of dairy milk, similar to the strategies employed by plant-based producers. Many consumers might be unaware of the vitamin A and vitamin D that are added to dairy products, and raising awareness of these nutritional benefits could entice some back to traditional dairy options. However, this approach may backfire in the organic milk segment. Consumers who prioritize organic dairy often perceive it as a product that should not undergo any human processing beyond pasteurization, even though this is not always the case. Highlighting added vitamin profiles might undermine this perception.
In this context, products like Costco’s Citracal Calcium Citrate D3 can serve as a valuable reference point. By integrating such value-added products into their offerings, dairy manufacturers can enhance their appeal. Increasing awareness of added nutrients, such as those found in Costco’s Citracal Calcium Citrate D3, can encourage consumers to reconsider traditional dairy options. Ultimately, dairy brands must adapt their marketing strategies to effectively communicate the health benefits of their products while addressing consumer concerns about flavor and quality.