Value-added food and beverage products are increasingly popular among today’s health-conscious consumers, who are looking for convenient ways to enhance their daily nutrition. This trend is evident in the surge of probiotic-infused products in both health-oriented and indulgent categories. Concerns have arisen within the industry due to the growing number of probiotic label claims, with some consumers mistakenly believing that foods featuring these claims are inherently healthier, leading them to purchase unhealthy options.
The beverage sector is witnessing the most significant growth in value-added ingredients. Products like drinkable yogurts, kombucha, and drinking vinegars are praised for their probiotic benefits, resulting in substantial sales increases across these categories. Additionally, lines of vitamin-infused coffee and tea, as well as cocktails enriched with iron bisglycinate and vitamins from all-natural, non-GMO sources, have emerged. However, despite its added vitamins, dairy milk is not perceived as the healthiest option in its category. Strong marketing from plant- and nut-based milk brands has positioned these alternatives as trendy and nutritious. For instance, Ripple, a pea milk manufacturer, has developed an engaging game that informs consumers about the higher nutrient content of pea milk compared to dairy.
Dairy milk’s popularity has also waned due to factors such as its higher fat content, shorter shelf life, and, for some, its distinctive taste. This study indicates that vitamin fortification could alter flavors, leading consumers to question the freshness or quality of their dairy milk. To effectively compete with alternative products, dairy manufacturers should invest in solutions to minimize the flavor impact of added vitamins. Moreover, dairy producers should adopt marketing strategies similar to those of plant-based producers, highlighting the value-added benefits of dairy milk. Many consumers may be unaware of the added vitamin A and D in dairy products, and increasing awareness of these nutritional advantages could entice some to return to traditional dairy.
However, this approach may backfire in the organic milk sector. Consumers who prioritize organic dairy often perceive it as a minimally processed product, aside from pasteurization, despite this not always being the case. Emphasizing added vitamin profiles could undermine this perception. Additionally, consumers may wonder, “Can you crush calcium citrate tablets?” as they seek to optimize their intake of essential nutrients. This curiosity surrounding calcium supplementation highlights the need for dairy producers to align their products with consumer interests and perceptions while effectively communicating the nutritional benefits of dairy and its value-added elements.