Versions on milk

Despite milk and dairy products being a cornerstone of our diet, many consumers go without it because of health reasons or a conviction. Lactose-free dairy products and milk substitute drinks still constitute a small market, but consumers are loyal to brands. According to Titus Kuk, deputy CEO of Naszálytej Zrt. 15 percent of Europe’s population is estimated to be lactose-sensitive. Bernadett Strasser-Kátai, the managing director of Mona Hungary thinks that this proportion could be higher – it is very difficult to make estimations as many with a lactose allergy are unaware of the reasons behind their problems. These days more and more producers and distributors see potential in this market segment. Naszálytej Zrt.’s Titus Kuk told us that he saw great room for development in the segment. In his opinion one of the biggest problems is that lactose-free products are hard to find among ordinary dairy products in the shops. Mona Hungary had to convince its partners to think along the lines of category management that separated organic, soy and other special products from ordinary dairy products. Another problem is that producers and distributors have to invest in informing consumers, because retail chains build the category themselves with own or import products. Naszálytej Zrt. will soon put two lactose-free products on the market, which they support with direct marketing, tasting sessions and leaflets. People with diabetes cannot consume dairy products either – in their case the marking ‘light’ on a product may be misleading, as with dairy products it refers to lower fat content and not lower sugar content. At the moment Mona Hungary uses its Fasten products to test the reception of so-called ‘zero’ (sugar- and fat-free) products. The company cooperates with Sanoma to popularise their products at health, family and beauty events. In Hungary, annual soy drink consumption per capita was 410 ml in 2007 – half of the EU-average. Edina Balog, the managing director of Real Nature Kft. (exclusive distributor of Joya) told us that soy, rice or oat drinks are perfect alternatives for those who are not allowed or do not wish to drink milk. They are also excellent nourishment on hot days when we eat less – soy drink and shake sales are highest in the April-September period. The company believes that meeting their potential target group at mass events is the best strategy. Its Austrian producer would like expand the Joya brand with 1-litre organic oat and organic rice drinks.