Marketing the Message to Lactose Intolerant Adults

How do we get lactose intolerant adults to buy more dairy products? That’s one of the goals of the National Dairy Board as they work harder in marketing the brands of lactose free products to get consumers interested in seeing there is still a growth market for milk.

Companies like HP Hood with Lactaid are working on improving packaging and doing more marketing. The advantage is that the product is full of nutrients, according to David Pelzer, Dairy Management Incorporated’s Vice President of Industry Relations.

“That’s a basic advantage that we have over something like water,” he said. “You set a bottle of water on the table and a bottle of milk on the table, which is better for you?”

Milk stacks up remarkably well in terms of providing nutritional value at a relatively low cost to competing products.

“We need to educate consumers about the nutrient richness of our product, and also the cost per nutritional value,” Pelzer said.