Study Finds Lactose-Intolerant Consumers Pay Premium for Lactose-Free Ice Cream

A study led by researchers at Penn State and the University of Wisconsin indicates that lactose-intolerant consumers are willing to pay a premium for lactose-free ice cream. The research highlights a potential expanded market for lactose-free or reduced-lactose products, given that an estimated 36% of people in the United States have some degree of lactose intolerance.

This market opportunity is particularly relevant if individuals with lactose intolerance continue to accept higher prices for such specialized items. The findings from the Penn State and University of Wisconsin researchers suggest that consumer willingness to pay more supports the viability of these products in the broader ice cream market.