A2 on bullish rise, page-22

The non-IF part of A2M's product range will certainly grow strongly over time. You are correct that people also have other health concerns than the A1 risk, but awareness of the multiple risks from A1 will grow, largely due to anecdote and science.

The difference is that A1 is not hard to avoid because there's a clear alternative available to those who can afford A2 and it's becoming more widely available. Some people will realise they have lived with eczema or indigestion or foggy brain for years and will read somewhere that switching to A2 may solve their problem. It'll be a gradual process of increasing awareness which is good, because mass production of A2 can't happen overnight.

Scientific knowledge about A1 will grow gradually and become more accepted. The trend by some consumers to switch to dairy alternatives will continue, while others will switch to "lactose free" milk or whey (non protein). But others will switch to A2 when they learn more about it and because it's more nutricious. In many countries, including wealthy dairy consumer countries in Europe, the Middle East and the Americas, the process of awareness creation hasn't even begun.They are ripe markets for A2 fresh milk, WMP and UHT as well as IF.

It took many decades to "prove" that smoking kills, and scientists still haven't been able to show it actually happening, so the tobacco industryhas just kept demanding absolute proof. It will be quicker with A1 milk. Scientists have already demonstrated visibly and indisputably that the BCM7 peptide generated by A1 milk creates havoc in human neural tissue, which can provide a causal mechanism linking A1 with autism, schizophrenia, reduced brainpower and other neurological conditions. That's just one example of how scientific methodology has advanced and become much more rapid.