Lactose-free milk takes off in Sweden

Finnish dairy company Valio this week said sales of its lactose-free milk drink, launched in Sweden last month, have far exceeded expectations.

The company, which began exporting the product to Sweden at the beginning of November, said that if sales in the new market continue at the pace set in the first few weeks, annual sales volume will grow to 300,000 litres - five times the initial sales goal.

Valio explained that lactose-free milk is a new kind of product in the Swedish market, so sales figures were difficult to estimate in advance. The strong sales reflect the rising number of lactose intolerant people and growing consumer demand for milk alternatives.

The product is manufactured at the Valio dairy in Kouvola, Finland, delivered directly to clients' central storage facilities, and from there to retail outlets throughout Sweden.

Valio also markets a range of low-lactose products in Sweden, including cooking cream and whipping cream, yoghurts, UHT milk, sour cream, Creme Fraiche, cooking yoghurt, curd and cottage cheese. The company currently has a 25 per cent share of the Swedish fruit yoghurts market.

The lactose-free milk drink, launched in Finland just over a year ago, has also proved very popular on the domestic market. This year sales of the beverage are expected to reach around 12 million litres and the volume is still growing, according to the company.

Valio said it is planning to expand the range of lactose-free products next year.