Fortification is a process where vitamins and minerals are added to food products in order to make the food more nutrient. Milk and milk products are broadly used for fortification owing to make a complete nutrient food product. Vitamin D, Vitamin A and Iron are usually fortified into milk and milk products. Fortification in milk and milk products is done to reduce the rate of common diseases and deficiencies among people especially among children. Federal regulation has mandated the fortification of milk with Vitamin A and Vitamin D in U.S. According to World Health Organization (WHO) there are many preschool children who are afflicted with vitamin A deficiency thus vitamin A fortified milk and milk products continuously reduce the deficiency among children. Moreover vitamin D improves the absorption rate of calcium and also helps to maintain calcium level in blood. Some others Vitamin and minerals such as vitamin C, zinc, copper, DHA, selenium are fortified to enrich milk and milk products. Folic acid fortified milk is also getting traction among the pregnant women. Some of the milk products that are fortified with vitamin and minerals includes milk power, yogurts, cheese, butter and buttermilk. Overall fortified milk and milk products market is expected to witness robust growth during the next five to six years.
On the basis of product types fortified milk and milk products market is segmented into liquid milk and milk products. Furthermore, liquid milk and milk products is sub segmented by the fortified nutrition, such as vitamin and minerals. Further vitamin and mineral segment is categorized by the ingredient of nutrition, for instance vitamin segment is categorised with vitamin A, vitamin D, Vitamin C and others, and minerals segment is categorised with iron, zinc, copper, iodine, Docosahexaenoic acid (DHA), selenium, folic acid and others
Geographically fortified milk and milk market is segmented into North America, Latin America, Eastern Europe, Western Europe, Asia Pacific excluding Japan, Japan and Middle East & Africa. North America, Western Europe are the most target market for the fortified milk and milk producer companies.
Disposable income and employment leads to enhanced livelihood among population, thus, driving the demand for fortified milk and milk products especially in emerging economies. Price is another factor that somewhat restraints the fortified milk and milk products market as economic and lower middle class population may not afford these products. Milk and milk product industry is very dynamic, where fortified milk and milk products are very niche segment. Fortified milk and milk products are very popular over North America, Western Europe and Japan. However with rapid urbanization, these products are gaining traction across other economies.
Some of the key market players identified across the value chain in this market are Arla Foods UK Plc., GCMMF ltd, Dean Foods Company, Fonterra Group Cooperative Limited, Kraft Foods Group, Inc., Nestle SA, Sancor Cooperativas Unidas Limited and Royal FrieslandCampina N.V.
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