--- title: "Digestive health is a globally growing trend" date: 2024-02-16 author: "evermadeadm" --- # Digestive health is a globally growing trend # Digestive health is a globally growing trend ![Digestive health is a globally growing trend](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn.valio.fi/mediafiles/D6D6F1AB-B74C-4420-9D7C-733AFEDF688C/1440x1080-cms-content-article-hero) Share Consumers are actively seeking information about digestive wellness and gut health. Google searches on gut health have skyrocketed in recent years. One of the trends in digestive health is to avoid compounds and foods that cause discomfort – the free-from trend. What often happens, however, is that milk and products containing milk are omitted and not replaced with something that can bring the valuable nutrients of dairy to the consumer’s diet. “For most people who are lactose intolerant, consuming products that contain lactose gives them digestive problems. Because milk and dairy products provide valuable nutrients and are recommended as part of a balanced and varied diet, a healthier option would be to replace normal dairy with lactose free and low-lactose products rather than to omit milk and other dairy from the diet”, explains Valio’s Senior Research Scientist **Tuula Tuure** (PhD). ## What is lactose intolerance? Lactose is a carbohydrate and natural sugar in milk. Intolerance refers to the symptoms caused by undigested lactose. Most people are born with the ability to digest lactose, but lose the ability as they age. The lack of the intestinal lactase enzyme production can be called lactase non-persistence, which leads to lactose not being digested and thus often leads to lactose intolerance. “Consumers may not understand what lactose intolerance is; but if they experience symptoms after consuming dairy products, it can be very disturbing and easily lead them to avoiding dairy and a reduced intake of beneficial nutrients contained in dairy”, says Tuure. Dairy is not just calcium, it is also an excellent source of protein. It contains all the essential amino acids. It is possible to get all these nutrients from lactose free milk and from products made of it. Lactose, the component that causes the intolerance problems, can be removed from the milk while leaving all the nutrients intact. This content requires cookies. Change cookie settings #### Want to know more about lactose intolerance? Our Senior Research Scientist Tuula Tuure (PhD) explains why it would be a healthier option to replace normal dairy with lactose free and low lactose products. ## Market growth in lactose free dairy Lactose free dairy and baby food is currently a 10-billion-euro market, and it is estimated to grow to 13.5 billion euros in the updoming years. Potential customers of lactose free products are no longer limited to people diagnosed with lactose intolerance, as all product groups can benefit from being lactose free. When Valio Sweden launched the lactose free products, it was a new growing category and Valio was first to enter the market.Valio had a few key SKUs, like liquid milk, to be relevant for customers. And the company systematically expanded the portfolio and introduced new innovations to keep the category interesting. ## The most successful brands pick a few consumer benefits and connect them to multiple big trends “The most successful brands pick a few consumer benefits and connect them to multiple big trends. For example, a protein pudding that builds on the trend of protein-enriched products and then combines it with digestive wellness. The product is lactose free, but this is not actually the unique selling point. It is not even very visibly stated that it is lactose free. The only visible indication is our Valio Eila® logo, which is a promise for consumers of digestive wellness”, says Valio’s **Timo Pajari**, SVP, Business Unit Powders. One common myth related to lactose free products is that they taste sweeter than normal milk. They are also often seen as products only for a special group of people. But with the right lactose free ingredients, lactose free products taste as good or even better than regular products. That makes them a great choice for the whole family or a group of guests. > “Lactose free can be a great opportunity for profitability improvement when consumers associate the products with digestive benefits.” ## Valio Food Solutions offer different ways to help If you work in a dairy company and you are facing some challenges with growth and profitability, you might be interested in our [Valio Fast Track™](/food-solutions-for-companies/business-opportunities/fast-track-solutions/) technology solution to start the local production of a fresh, high-quality lactose free milk. This is often the first step, and liquid milk works as an anchor product to link dairy to digestive wellness. It’s called Fast Track, as it takes only some months from the Go decision to the product launch, and no capital investments are needed. [Valio lactose-free milk powders](/food-solutions-for-companies/ingredients/lactose-free-milk-powders/) offer an easy tool for making your milk drink, cold brew coffee, or [ice cream](/food-solutions-for-companies/business-opportunities/dairy/ice-cream/) something that everyone can enjoy. But the opportunities are not limited only to those products. Lactose-free milk powders can be used in product formulations in the same way as normal milk powders. Valio also offers support in product development and regulatory consultancy. It’s worth noting that lactose-free regulations may differ from one country to another. “Lactose free can be a great opportunity for profitability improvement when consumers associate the products with digestive benefits. Lactose free dairy may not be mainstream yet, so now is the time to act. The key to success is simple but challenging: making food and beverages with a superior taste and nutritional benefits that consumers want and can enjoy”, emphasises Pajari. ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/10/2400x1350px_Jauheet_Liikkeessa_27527-800x450.jpg) ## Learn more about our related solutions [Lactose free solutions](https://www.valio.com/offering/lactose-free/) ![White paper: Capitalize on the digestive wellness trend with lactose free products.](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2025/11/whitepaper_mockup_lactose-free_cover_3200x3060-min.jpg)## Unlock the business potential of lactose free dairy The global lactose free dairy market is set to grow 36% by 2026, reaching €13.5 billion. Beyond serving those with lactose intolerance, digestive wellness products are now seen as premium, value-added choices across categories. Valio’s white paper explores how brands can tap into this opportunity with proven lactose free solutions, fast-track technologies, and go-to-market expertise. [Download white paper](https://www.valio.com/articles/white-paper-guide-to-unlocking-growth-with-lactose-free-dairy/) [![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn.valio.fi/mediafiles/40774761-B8F3-452A-9C5A-D390C4D38723/800x500-large-banner-with-image) Article ##### 3 myths about lactose free debunked by expert ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/09/BrandPhoto_Valio_PREMIUM_2173_Dennis_van_der_Veer-1-128x118.jpg) Dennis van der Veer 27. September 2025 ](https://www.valio.com/articles/three-myths-about-lactose-free-food-ingredients-debunked-by-our-expert/) [![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn.valio.fi/mediafiles/80924445-E40E-4DF3-9F2D-A41E0A9A5A7F/800x500-large-banner-with-image) Article ##### How to harness the growth in lactose free ![](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/09/Minna-Korkiakangas-128x128.jpg) Minna Korkiakangas 26. June 2023 ](https://www.valio.com/articles/harness-the-growth-in-lactose-free-add-value-to-existing-products-or-innovate-new-ones/) [![Coffee. A man and a woman.](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/03/VALIO_20170925_CARD_01_245_EDIT-400x267.jpg) Article ##### Health and wellness trend reveals promising opportunities in… 2. February 2026 ](https://www.valio.com/articles/health-and-wellness-trend-reveals-promising-opportunities-in-chocolate-and-confectionery/) ## Discover how valio lactose free dairy can create valuable opportunities We’re here to help you tap into this wellness trend that is changing the dairy industry. Fill out the form below and our team will reach out with more info. ![Dennis van der Veer](https://www.valio.fi/cdn-cgi/image/format=auto/https://cdn-wp.valio.fi/valio-wp-network/2023/09/BrandPhoto_Valio_PREMIUM_2173_Dennis_van_der_Veer-1-300x400.jpg) #### Dennis van der Veer Head of Customer Development Dairy, Beverages and Lactose Free Technologies First Name Last Name Email Company CountrySelectAfghanistanAland IslandsAlbaniaAlgeriaAmer.Virgin Is.AndorraAngolaAnguillaAntarcticaAntigua/BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBoliviaBonaire, SabaBosnia-Herz.BotswanaBouvet IslandsBrazilBrit.Ind.Oc.TerBrit.Virgin Is.Brunei Daruss.BulgariaBurkina FasoBurundiCabo VerdeCambodiaCameroonCanadaCARCayman IslandsChadChileChinaChristmas IslndCocos IslandsColombiaComorosCook IslandsCosta RicaCote d’IvoireCroatiaCubaCuraçaoCyprusCzech RepublicDem. Rep. CongoDenmarkDjiboutiDominicaDominican Rep.EcuadorEgyptEl SalvadorEquatorial GuinEritreaEstoniaEswatiniEthiopiaFalkland IslndsFaroe IslandsFijiFinlandFranceFrenc.PolynesiaFrench GuayanaFrench S.TerritGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard/McDon.IslHondurasHong KongHungaryIcelandIndiaIndonesiaIranIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacaoMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslndsMartiniqueMauretaniaMauritiusMayotteMexicoMicronesiaMinor Outl.Isl.MoldovaMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarN.Mariana IslndNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandsNorth KoreaNorth MacedoniaNorwayOmanPakistanPalauPalestinePanamaPap. New GuineaParaguayPeruPhilippinesPitcairn IslndsPolandPortugalPuerto RicoQatarRep.of CongoReunionRomaniaRussian Fed.RwandaS. Sandwich InsS.Tome,PrincipeSaint HelenaSaint MartinSamoaSamoa, AmericaSan MarinoSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint MaartenSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth KoreaSouth SudanSpainSri LankaSt BarthelemySt Kitts&NevisSt. LuciaSt. VincentSt.Pier,Miquel.SudanSurinameSvalbardSwedenSwitzerlandSyriaTaiwanTajikistanTanzaniaThailandTimor-LesteTogoTokelau IslandsTongaTrinidad,TobagoTunisiaTürkiyeTurkmenistanTurksh CaicosinTuvaluUgandaUkraineUnited KingdomUruguayUSAUtd.Arab Emir.UzbekistanVanuatuVatican CityVenezuelaVietnamWallis,FutunaWest SaharaYemenZambiaZimbabwe Message Dairy commodityDairy and beverages Email LACTFREEDACONTACT Send messageFill in all fields correctly.A technical error occurred.Thank you for your message. We’ll get back to you as soon as possible.