US dairy firms are going bankrupt - Forbes, page-2

Not sure if this is a genuine question or attempt to downramp but here's an answer.

Demand for A2 milk and formula is increasing- a simple glance at this company's year on year sales increases can tell you this.

There are many causes for the decline of traditional milk (containing A1 protein) in America, including competition from A2-only milk and plant-based alternatives to milk.

Plant-based are an option for vegans and those who are genuinely lactose intolerant. However, there is increasing evidence that many people who think they are lactose intolerance are actually more sensitive to A1 protein, and their symptoms (bloating etc.) can be avoided with A2-only milk.

Hence A2 milk is gaining market share from both within the traditional dairy segment and outside of it. They are winning over traditional milk consumers as well those who had moved on to plant-based alternatives because they thought that was their only option. It would be incorrect to characterise them as only taking a bigger slice of a pie that is growing smaller, as A2 products have appeal to others beyond that 'pie' (including the large Asian market that where sensitivity to dairy is highest).