Global trend for lactose-free dairy aimed at mainstream customers
New market research has identified a global trend for lactose-free dairy products targeting mainstream consumers.
A report released yesterday (11 July 2012) by market researchers, Innova Market Insights, claims that lactose-free options are becoming mainstream brands.
In Australia, mainstream dairy group Paul’s produces lactose-free milk under the Zymil brand, and lactose-free yoghurt under its Vaalia brand. In New Zealand, the Anchor dairy brand has been extended into lactose-free milks including the Zero Lacto Blue and Zero Lacto Trim ranges.
In the USA, General Mills’ market-leading Yoplait yoghurt brand has been extended to include four lactose-free variants in the past six months, while Danone’s market-leading Activia yoghurt brand has been extended to include a lactose-free option in a number of European markets, including Germany and Scandinavia.
Global launch numbers for lactose-free dairy products more than tripled in the five-year period to the beginning of 2012, according to the Innova Market Insights report. The global lactose-free dairy product share of total dairy introductions rose from less than 2.5% to 4.5% over the same period.
Previously, lactose-free ranges that have been offered for some time, such as Australia’s Liddell’s lactose-free milk brand, tended to focus more on the specialist dietetic market.