Lactose free plays key role in digestive wellness trend with high growth opportunities

Lactose free expands from dairy to other food categories

The opportunities created by demand for lactose free products are not limited to dairy industry alone. Lactose free has potential to expand to all food categories which include milk as an ingredient. Lactose avoiders appreciate equal access to all food, also to indulgence – without compromising the taste or texture. The indulgence category including products such as milk chocolate and ice cream has tremendous potential for growth.

The growing interest in products that are gut-friendly and support digestive wellbeing has been boosted by the pandemic. Consumers are looking for products which will not only alleviate troublesome symptoms but combine multiple benefits for them – such as high protein content and ease of use. These kinds of benefit-bundle products give food manufacturers the ability to answer several of the current food trends.

The digestive wellness trend also offers a chance for price premiums. Consumers looking for better-for-you foods are willing to pay for products which support gut health without compromising excellent taste, texture or nutrition.

Demand grows globally: Asia and Africa have great untapped potential

The global growth of lactose free has been remarkable: In 2021, 12% of the global dairy launches included the claim low/no/reduced lactose and the global retail value of free from lactose dairy is expected to grow by 39% between 2021-2026.

Asia Pacific is experiencing rapid growth in demand, and targeted health claims growth expectations are exceptionally high. In China alone, around 90% of the adult population has some degree of lactose intolerance. This combined with the fact that in Asia, many dairy industry product categories are underdeveloped, creates massive potential for food manufacturers.

The consumer benefits of lactose free are backed by science

The health benefits of lactose free are scientifically proven. For example, the European Food Safety Authority (EFSA) states that the only satisfactory treatment of lactose intolerance is a diet with reduced lactose content. (EFSA Journal 2010;8(9):1777)

At Valio we believe that food manufacturers know their own market best. However, we have several decades of experience in fostering consumer awareness about lactose intolerance and how lactose free milk and other free from lactose products can help alleviate its symptoms. Valio has pioneered product innovation and technology development in lactose free products, as well as experience from marketing communication to bring out the benefits in an approachable and understandable way.

Valio FAST TRACK™ technology solution is a shortcut to launching excellent tasting lactose free milk

One testament to Valio’s long term expertise and technical know-how is our Valio FAST TRACK™ technology solution for lactose free milk. With it, food manufacturers can launch lactose free milk in a single year at the best without immediate capital investment – it truly lives up to its name! All of this is achieved without manufacturers having to compromise on the authentic fresh taste or nutritional value of regular milk.

Lactose free being included in the top of food trends for the new decade is a sign that its potential and benefits are getting recognised, which for me personally is highly inspiring. And not in the least because we at Valio are world pioneers in the field. For us milk truly is amazing.

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