SIX HOT TRENDS TO WATCH FOR LACTOSE-FREE DAIRY

1. Lactose- free + health

Lactose-free dairy with added health benefits
such as fiber is the option of the future

2. Product diversity to fuel innovation

Lactose-free dairy extends to all
dairy products

3. Healthy partnerships to drive awareness

Healthcare professionals to play a greater
role in awareness of lactose-free dairy

4. ‘Free from’ on the move

Lactose-free dairy options for cafés, restaurants
and fast food outlets will take center stage

5. Social media and mobile apps–making connections

Harnessing the power of social media
and health apps will raise awareness

6. A lactose-free seal of
approval

A universal symbol for use on packaging
to reassure product is lactose-free

Read the full DSM Global Insight Series report on lactose-free dairy here

MAPPING THE FUTURE OF LACTOSE-FREE DAIRY

The latest report from DSM’s Global Insight Series took a deep dive into the attitudes and behaviors of lactose-free dairy consumers and revealed that health benefits are the main driver of purchasing lactose-free dairy. Along with major global trends in food and drink and insights from experts in the ‘free-from’ dairy industry, the report sheds light on the trends we might expect to shape the lactosefree dairy market in the next few years. These six predictions show how trends will impact the lactose-free dairy market and highlight how dairy producers can capitalize on these.

1LACTOSE-FREE + HEALTH

Consumers around the world are demanding healthy options. For many, this goes beyond wanting lower sugar, lower fat options, and sees them seeking out foods and drinks that offer added health benefits: more protein, more vitamins or more superfood ingredients. Lactose-free dairy is already a healthy choice for what it doesn’t contain. In the future, adding health-enhancing ingredients to lactose-free products will create lactose-free+ options desirable to health-conscious consumers for what they do contain.

2PRODUCT DIVERSITY TO FUEL INNOVATION

In Finland, constant innovation has fuelled demand for lactose-free options which is not limited to milk, but also includes yogurt, cheese, butter, spreads, cream and chocolate. One of the hottest areas for innovation across food and beverages today is ‘snackability’ and it won’t be long until lactose-free joins the snacking revolution. Whether it’s yogurt on the go or cheese nibbles for afternoon snacks, our busy lives, changing diets and the trend for more meals eaten outside the home mean snackable foods are in high demand. Innovations that make a variety of lactose-free foods snack-ready – through portion size, packaging, and tailoring the format for eating on the move – will win market share.

3HEALTHY PARTNERSHIPS
TO DRIVE AWARENESS

In Colombia, where DSM’s Global Insight Series revealed that health is a key driver for people to choose lactose-free dairy, medical professionals – doctors, nurses and nutritionists – were more likely to play a role in triggering use of lactose-free dairy than in either China or Finland. And in Colombia many of the dairy producers have campaigned hand-in-hand with medical advisors to recommend lactose-free milk. This has helped to educate the consumers to choose healthier products. In the future we predict healthcare professionals could play a greater role in making people aware of lactose intolerance and the potential benefits of choosing lactose-free dairy options.

4‘FREE FROM’ ON THE MOVE

With the rise of coffee shops around the world, more people than ever are picking up a coffee latte on the move or taking time out of their day to enjoy a cappuccino. In Finland, a lactose-free ‘Barista’ milk designed especially for use in coffee is already available. We predict that lactose-free dairy options for use in cafés, restaurants, fast food outlets and canteens will take center stage in the future, ensuring that lactose-avoiding consumers can enjoy food and drink outside the home.

5SOCIAL MEDIA AND MOBILE APPS – MAKING CONNECTIONS

When it comes to food and healthy eating, social media and mobile apps are rich sources of information and advice. From instagramming healthy breakfasts to posting recipes to blogs and tweeting about a newly discovered gluten-free bakery, people love to share their food and diet experiences and connect with others who have similar interests and concerns. Harnessing the power of social media and the huge popularity of mobile health apps will help manufacturers to raise awareness of lactose intolerance and the need for lactose-free dairy. Let’s get #lactosefree trending!

6A LACTOSE-FREE SEAL OF APPROVAL

Packaging can play a huge role in consumers’ purchasing decisions and we predict that lactose-free dairy packaging will evolve to be both more eye-catching and more informative. At the moment there is no universal symbol for use on packaging to reassure consumers that a product is lactose-free, but this could be set to change. The Lactose Intolerance Global Network is advocating for the introduction of a NO LACTOSE stamp which manufacturers can use to highlight their lactose-free foods and drinks.viii

MAPPING THE FUTURE OF LACTOSE-FREE DAIRY

The latest report from DSM’s Global Insight Series took a deep dive into the attitudes and behaviors of lactose-free dairy consumers and revealed that health benefits are the main driver of purchasing lactose-free dairy. Along with major global trends in food and drink and insights from experts in the ‘free-from’ dairy industry, the report sheds light on the trends we might expect to shape the lactosefree dairy market in the next few years. These six predictions show how trends will impact the lactose-free dairy market and highlight how dairy producers can capitalize on these.

Read the full DSM Global Insight Series report on lactose-free dairy here