A2 milk - is there a market for it in UK&I?

[SDC A2 Milk]

Is there a demand for A2 milk (the liquid, no the company that pulled our of the UK a couple of years ago)?

Is it growing in popularity or will it always be niche?

Is there demand from the retailers for it?

Any information would be incredibly helpful.

 

[dinderleat]

Are you involved with in the retail industry?

 

[SDC A2 Milk]

No - more on the detecting side of identifying A2-A2 cow DNA

 

[SDC A2 Milk]

Are you involved with in the retail industry?

No - more on the detecting side of identifying A2-A2 cow DNA

 

[Carlowmann]

Are you doing any testing on kappa casein BB

 

[betweenthelines]

All this -identifying the cows and putting the product on the market-was done by Wisemans years ago.

It flopped because A2 milk has no provable USP. It's not lactose free so can't be targeted at people with lactose intolerance and the Australian market is based on gossip and rumour, not facts.

 

[SDC A2 Milk]

All this -identifying the cows and putting the product on the market-was done by Wisemans years ago.

It flopped because A2 milk has no provable USP. It's not lactose free so can't be targeted at people with lactose intolerance and the Australian market is based on gossip and rumour, not facts.

I did read about the A2 milk co/Wiseman partnership. Why is it doing well in Australia? Is it mainly for export to China? Or are the Australians more health conscious? What about the US as there seems to be growing demand over there?

Or do you think that plant based milks will fill the gap that A2 left?

 

[SDC A2 Milk]

Are you doing any testing on kappa casein BB

No, not yet. When the demand is there an onsite non-evasive test that can be carried out within an hour will be developed.

 

[betweenthelines]

When Wiseman tried it out, it was selling in Australia to people who were "milk intolerant" but had no problems drinking A2 milk. I think the growth in sales was mainly driven by internet chat (not marketing campaigns) Australia will also have a larger part of their population who are/think they are lactose intolerant due to it's location

The trouble Wiseman's had was that it's virtually impossible to market in the UK as there's no evidence that it's suitable for people who are lactose intolerant (it contains lactose) and to say it's suitable for people who only think they are lactose intolerant but aren't, isn't exactly the best marketing strategy.

I remember speaking to a Customer Service Rep (salesman) at the time and he said that trying to get Store managers to stock it was like selling magic beans.

Edited to add. If you could get a celeb or "internet influencer" to endorse it, it would probably sell like hot cakes!

 

[SDC A2 Milk]

When Wiseman tried it out, it was selling in Australia to people who were "milk intolerant" but had no problems drinking A2 milk. I think the growth in sales was mainly driven by internet chat (not marketing campaigns) Australia will also have a larger part of their population who are/think they are lactose intolerant due to it's location

The trouble Wiseman's had was that it's virtually impossible to market in the UK as there's no evidence that it's suitable for people who are lactose intolerant (it contains lactose) and to say it's suitable for people who only think they are lactose intolerant but aren't, isn't exactly the best marketing strategy.

I remember speaking to a Customer Service Rep (salesman) at the time and he said that trying to get Store managers to stock it was like selling magic beans.

Edited to add. If you could get a celeb or "internet influencer" to endorse it, it would probably sell like hot cakes!

This is really interesting, thank you for you taking the time to type this out. I agree, from a consumer point of view it's not a very strong marketing message.

I see there is a market for it in baby formula. Probably has the same issues as you have outline above re: lactose intolerance etc.

I think you are spot on with the influencer endorsement comment!