• Real or Perceived, Awareness and Diagnosis Is Increasing
• Danger of Self Diagnosis
• Many Lactose Intolerant Understand They Can Have Dairy
• The Government’s Message on Calcium and Dairy
• Dairy-Alternatives Believed by Some to Be a Healthful Option
• Innovation Key to Growth of No- and Low-Lactose Dairy

• Sales Are Projected to Reach $1.7 Billion by 2010
• Table 3-3 Projected U.S. Retail Sales of No- and Low-Lactose Products, 2006-2010 (in millions of dollars)
• Figure 3-5 Projected U.S. Retail Sales of No- and Low-Lactose Products, 2006-2010 (in millions of dollars)
• Dairy Alternative Sales Start to Slow
• Table 3-4 Projected U.S. Retail Sales of Dairy Alternative Products, 2006-2010 (in millions of dollars)
• Figure 3-6 Projected U.S. Retail Sales of Dairy Alternative Products, 2006-2010 (in millions of dollars)

Chapter 4 The Marketers

• Key Points
• Overview of Marketers
• The Leading Brand in the Marketplace: Lactaid
• Sales of Lactaid Milk Are More Than a Half Billion
• Table 4-1 Sales Data for U.S. Sales of Lactaid Brand 100% Lactose Free Milk, All Varieties, 2001-2005 (in millions of dollars)
• Table 4-2 Sales Data for U.S. Sales of Lactaid Brand Cottage Cheese, 2001-2005 (in thousands of dollars)
• Lactaid Product Line Is Growing
• Figure 4-1 Lactaid Milk Products
• Figure 4-2 Lactaid Cottage Cheese
• Figure 4-3 Lactaid Scoopfuls Ice Cream Products
• A Bit on HP Hood
• HP Hood LLC Forms in 2004
• No Other Lactose-Free Dairy Product Sales Are Trackable
• Speaking of Breyers Ice Cream
• Figure 4-4 Breyers All Natural Lactose Free Ice Cream
• Aggressive Innovators of Ice Cream for Health-Conscious Consumers
• The Light Shines in the Freezer Case
• On the Fluid Side of the Business
• 2004 Acquisition of Horizon Builds Organic Cultured Business
• A Bit About Horizon
• Speaking of Added-Value Milk Products
• The Slammers Brand and Beyond
• Welcome Back Farmland Dairies
• Lactose-Free Is Where Farmland Sees Growth
• Cheese Promoted as Lactose Free
• Other Dairies Promoting Their Cheeses as Being Lactose Free

Chapter 5 The Marketplace

• Key Points
• Retail Distribution Methods
• Direct Delivery Advantages
• The Cost of Face-To-Face Business
• Advantages of Warehouse Delivery
• Smaller Marketers Work Through Brokers
• Introducing New Special Dietary Needs Products to the Market
• Where Consumers Are Shopping These Days
  • Shopping Options Are Plentiful
  • So Where Are Consumers Shopping?
  • Different Types of Retail Outlets
  • Mainstream Supermarkets Account for 60% of Sales
  • Figure 5-1 U.S. Retail Sales of No- and Low-Lactose Products by Outlet, 2006
  • Different Formats Attract Consumers for Their Varied Needs
  • Channel Blurring Continues to Grow
  • Traditional Supermarkets Down in Number
  • Just How Much Can a Store Carry?
  • Who Are the Leading Retailers?
  • Table 5-1 Top-Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Store Count, 2005
  • Never Under Price
  • And Don’t Let Retailers Over Price Your Products
  • Table 5-3 Retail Price of Select No- and Low-Lactose Dairy Products, 2006
  • Warehouse Clubs
  • Special Dietary Needs Products Are Not Big at Club Stores

Chapter 6 The Consumer

• Key Points
• When It Comes to Consumers Who Avoid Lactose . . .
• Why Should Those Avoiding Lactose Keep Dairy in the Diet?
• Who Is the Target Consumer of No- and Low-Lactose Dairy?
• What Do Consumers Want From Milk?
• Overall Consumer Outlook Jumps Around
• Should the New Generation of No- and Low-Lactose Dairy Foods Be Organic, Too?
• Who Is the Organic Consumer?
• Organic Foods Perceived as Healthier
• Table 6-1 Reason Cited for Buying Organic Foods
• 54% of Shoppers Feel Organic Foods Are Healthier
• As Market Grows, Consumer Profile Changes
• Demographics of Organic Users and Non-Users
• Table 6-2 Percent of Adult Consumers Who Use or Do Use Organic Foods and Beverages
• Bringing All That Organic Data Back to Lactose and Dairy

• Simmons Consumer Survey
• More Consumers Are Watching for Lactose
• Table 6-3 Percent of U.S. Ethnic/Racial Groups Who Watch Their Diet Because of Lactose Intolerance
• Table 6-4 Percent of U.S. Ethnic/Racial Groups Who Use Lactose-Free Milk
• Non-Dairy Ice Cream — Yuck(?)
• Table 6-5 Percent of U.S. Ethnic/Racial Groups Who Use Non-Dairy Ice Cream
• Asians Are Using Less Soymilk
• Table 6-6 Percent of U.S. Ethnic/Racial Groups Who Use Soymilk
• Dairy Is a Popular Food for All Americans
• Table 6-7 Percent of All U.S. Consumers Who Use Select Dairy Products

Marketers of No- and Low-Lactose Dairy Products