Finnish dairy firm Valio recently announced that it will sell lactose-free milk powder on leading Chinese online grocery sites – the first lactose-free consumer offer on the market.
"Compared to the rest of the world, people in China do not use milk products that much yet, but their usage is growing constantly. This also serves to increase awareness of lactose intolerance and its symptoms," said Kari Finska, senior vice-president for Valio. At least 80% of the population is lactose-intolerant, he added.
The focus on online retail is unique to China, as over 10% of sales are generated online.
Initially, the export amount will be small compared to other Valio products. There will be three different options: skimmed, semi-skimmed and whole milk. The long shelf life of Valio's milk powders will benefit consumers who do not drink milk daily.
The company has been exporting milk and whey powders to China for industrial use since 1991, but this will be its first foray into the consumer market.
The dairy company had a turnover of €1.71 million in 2015 and sells products in 27 countries.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
