The Rio Olympics has just come to a close, Brazil, and even Latin America, bringing together the eyes of the world.
At the recent DSM Dairy Innovation Forum, it was again noted that Latin America, a region with adulit and infant lactose intolerance in China, is very similar, but in the global lactose-free market development pattern, the annual growth rate reached more than 10%, becoming a model for developing countries.
With nearly 600 million people, 9% of the world's total population, Latin America is an important part of the global dairy sector, with dairy products accounting for about 12% of the world's total. In 2015, the number of dairy cows in Brazil, Mexico and Argentina ranked 3rd, 7th and 10th respectively.
Latin America is not only a market with a considerable amount of dairy industry but also a high incidence area of lactose intolerance, with an average intolerance rate of 70%-80%.
On the one hand, there is a good basis for dairy consumption, and on the other hand, there is an urgent need to improve the structure of dairy consumption. Latin America has become the best choice for promoting.how is milk made lactose free products?
In recent years, Latin American governments and dairy companies have continued to promote relevant nutrition education and marketing activities, and lactose-free products have developed rapidly in major Latin American countries.
Latin America's lactose-free dairy products not only jumped to the second-largest market in the world, in 2015 it was 1.136 billion euros, second only to Western Europe, and will maintain an average annual growth rate of 10% in the next few years.
Data surveys show that in 2015 compared to 2014, lactose-free claims to increase the proportion of new products by 35%. In the nutritional claims of new products listed, “lactose-free” has become the most shining and the most vocabulary for consumers to purchase.
Latin America's lactose-free products are not limited to milk but are increasingly penetrating into other dairy categories.
In just a few short years, Latin American countries have created a considerable market for lactose-free products. What are the reasons and initiatives that contributed to this situation?
In 2015, Brazil's total sales of drinking milk were 9.034 billion euros, of which lactose-free products were about 302 million euros; in 2010, sales of lactose-free products were only 118 million euros, an increase of 1.56 times in five years. The average annual growth rate is 21%, which is much higher than the 10% growth rate of the entire Latin American region.
The development of the lactose-free market in Brazil is inseparable from several factors:
First, the Brazilian government supports it at the regulatory level.
Since the establishment of “lactose-free” as a food claim in 1998, Brazil’s food regulations have been continuously revised by the industry. By 2014, the legality of the “no lactose” claim on the product label was finally established, and this year: All products are labeled with lactose content so that consumers can choose as needed.
Second, vigorously study the production process of lactose-free products, and technology ensures that products are sufficiently competitive compared with conventional dairy products.
For example, the differences, advantages, and disadvantages of pre-hydrolysis, co-hydrolysis, and post-hydrolysis techniques are applied to different product processing; lactose-free products can be produced by using lactase without arylsulfatase and sucrose invertase to ensure lactose-free production. Milk has similar color, flavor, and mouthfeel to conventional products under ultra-high temperature sterilization conditions. In view of the problem that lactose-free milk powder is easy to “paste tower” due to high viscosity during spray drying, DSM has increased training for local dairy companies to improve the production efficiency and product quality of lactose free milk powder.
Third, society and food companies work together to promote nutrition education and consumer markets for lactose-free products.
In 2007, Brazil created the first lactose-free website “Semlactose” (meaning “lactose-free” in Portuguese), which made an important contribution to the popularization of correct nutrition knowledge and consumption concepts. DSM is also actively using the online media in Brazil to spread the concept of lactose-free, such as e-books promoting lactose-free knowledge on the well-known nutrition science website "Milkpoint".
Brazil's local dairy companies and multinational dairy companies are also driving lactose-free consumption with a steady stream of innovative products. Many Brazilians have begun to see lactose-free products as part of their daily diet. According to a survey, 30% of Brazilians “hope to see more healthy foods on the market. Not only light, organic but also gluten-free, lactose-free and collagen-rich products”.
Compared with Brazil, Colombia's dairy market is only 20% of Brazil's, but lactose-free sales account for 13% of the national liquid milk market, the highest proportion of Latin America.
Unlike Brazil's success factors, Colombia's lactose-free market is more integrated with the power of medicine. According to a consumer survey, the important channels for Colombia to raise people's lactose-free awareness are supermarkets/grocers, nutritionists/nutritionists, and friends and family.
Many dairy producers and medical consultants work together to recommend lactose-free milk to consumers. Among them, the Colombian Gastroenterology Association (ACG) plays an important role. The association not only actively participates in publicizing the health benefits of lactose-free products, but also carries out its logo certification business with its own professionalism and impartiality, and grants licenses to companies that have been reviewed by the association to verify the validity of the products. Use a special logo to get a good impression from consumers.
The price advantage of Colombia's lactose-free products is also the reason for its increased consumption. In addition to lactose free goat cheese, the other lactose-free products are not much more expensive than conventional dairy products, and the price of autoclaved lactose-free milk is quite "close to the people!"
The future of Latin America's lactose-free market
Brazil and Colombia's development experience is spreading to other Latin American countries. It is estimated that in the next five years, according to the average annual growth rate of 10.4%, the scale of the Lactose-free market in Latin America will increase from the current 1.136 billion euros to 1.864 billion.
At the Dairy Innovation Forum, DSM pointed out several key initiatives to continue to maintain a rapid expansion of the lactose-free market in Latin America, including increasing consumer awareness and continuously introducing new and more competitive products that are more popular among local people. Advertising, strong support from policies and regulations, and of course, the active participation of the medical and nutrition community.