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Zenith International hizo un estudio del mercado de los productos lácteos sin lactosa en 33 países que concluyó que los mercados más desarrollados son Estados Unidos, la región escandinava, Alemania y España.
Los productos sin lactosa son una alternativa para los fabricantes de lácteos, sobre todo si se tiene en cuenta que alrededor del 75% de la población mundial tiene intolerancia a esta sustancia.
La buena alimentación es la prioridad
Las familias son un mercado objetivo importante para los productos lácteos sin lactosa.
El mayor potencial de ventas está en los padres, que quieren que los de sus familias se beneficien de los nutrientes de los productos lácteos aunque tengan intolerancia a la lactosa.
Entre las alternativas disponibles a los productos lácteos se encuentran las bebidas hechas con frutos secos y con soja, que a pesar de su valor nutricional no ofrecen los mismos beneficios que éstos.
El consumo de productos lácteos es importante para contrarrestar las deficiencias tanto de calcio como de vitamina D.
Los productos lácteos sin lactosa tienen un potencial enorme a futuro, sobre todo en aquellos mercados en crecimiento como Asia y Latinoamérica en los que hay altos índices de intolerancia a esta sustancia.
Los consumidores con intolerancia a la lactosa son un público objetivo atractivo para los fabricantes de lácteos, que cada vez desarrollan más productos
Un reto importante para los fabricantes de lácteos consiste en desarrollar productos sin lactosa accesibles con el propósito de llegar a las familias de bajos ingresos.
Educar al consumidor y desarrollar nuevos productos
Laura Knight de Zenith International señaló que sobre todo en los mercados menos desarrollados es fundamental que los fabricantes de lácteos eduquen al consumidor en todo lo relacionado con la intolerancia a la lactosa, con la forma como los productos que no contienen esta sustancia pueden ayudarle a manejar esta limitación y con la eliminación del prejuicio de que éstos no están hechos con leche de verdad.
En los mercados maduros se puede ampliar la gama de productos lácteos sin lactosa, expandiéndolos hacia canales alternativos que pueden contribuir a que su precio sea más accesible.
Las ventas de productos lácteos sin lactosa a nivel global se triplicaron entre 2007 y 2012, pasando del 2,5% al 4,5% de cuota de mercado.
Estados Unidos y Europa Occidental son los dos mercados que han registrado un mayor crecimiento, con un 10% y un 6% de cuota de mercado respectivamente para los productos lácteos sin lactosa.
