LACTOSE-INTOLERANT CONSUMERS PAY MORE FOR LACTOSE-FREE ICE CREAM IN STUDY

UNIVERSITY PARK, Pa., Sept. 24 -- Pennsylvania State University issued the following news release:

UNIVERSITY PARK, Pa. - With an estimated 36% of people in the United States having some degree of lactose intolerance, an expanded market niche may be available for lactose-free or reduced-lactose ice cream - especially as those with lactose intolerance may be willing to pay more for such products, according to a study led by researchers at Penn State and the University of Wisconsin.

In an experimental auction of regular, lactose-reduced and lactose-free ice cream, the team found that lactose-intolerant consumers appeared more willing to pay a premium from the lactose-free ice cream. They published their findings, which suggest a potential m...