# Is There a Potential Market for A2 Milk? Consumer Perception of Dairy Production and Consumption

## TL;DR

This study explores consumer perceptions of dairy products and finds that A2 milk could have a strong market among those who experience discomfort after drinking regular milk.

## Contribution

The study identifies specific consumer clusters and their perceptions, highlighting A2 milk as a potential solution for discomfort-related dairy consumption.

## Key findings

- Dairy consumers without discomfort and those preferring milk taste show better knowledge of milk's nutritional benefits.
- Older participants, women, and those with university education have more positive perceptions of milk.
- Consumers with discomfort after drinking milk (17.3%) represent a strong target market for A2 milk.

## Abstract

This online survey aimed to gather consumer opinions on dairy products and production and to identify the potential market for A2 milk (milk containing exclusively β-casein A2, which reduces gastrointestinal discomfort after consumption). The questionnaire included seven sections covering the consumption of dairy products, sociodemographic aspects, awareness and purchase intention of A2 milk, questions about milk as a source of nutrients and health benefits, the environmental impact of milk production, and alternatives to cow milk. Responses from 672 Spanish consumers categorized into clusters (according to their milk consumption and their discomfort after drinking it), gender, age, educational level, and milk taste preference were analyzed using a linear multiple regression model. Dairy consumers not experiencing discomfort after drinking milk (62.6%) and those who preferred the taste of milk over plant-based alternatives (64.0%) demonstrated better knowledge of milk nutrients and its health benefits. Participants’ age, gender, and education level also influenced their perceptions, with older participants, women, and those with university education generally showing better results. In conclusion, clusters impact consumers’ milk perceptions as a nutritional source and its health benefits. The positive perception of milk’s nutritional benefits among dairy consumers experiencing discomfort after drinking milk (17.3%) positions them as a strong target market for A2 milk.