Media Updates, page-12281

I suspect most who purchase A2 do not know whether they are lactose intolerant or not, though, especially the people having plant-based 'alternatives'.

I think most consumers are drawn to purchase because they just perceive it as a higher quality / healthier / or more premium milk, rather than digestive issues.

However there would still be a segment that purchases it because they want something that is more easily digestible than regular milk that has both A1 protein and lactose. But even within that I doubt most actually know which one is the cause of their digestive issues - A1 protein, or lactose.

So one way of looking at the product is that it eliminates two possible causes of digestive issues, so if an almond milk drinker tries and tolerates it, then they can move on to trying A2 fresh milk, or stick with A2 lactose free if that doesn't.