After reading the headline, many readers are probably wondering “Why is this a growing category of milk?” This post will cover some of the reasons that this is a growing category. Unlike the growth of fairlife milk, covered in a prior post, this is a category that is growing worldwide and in all segments of dairy products, not just fluid milk. The global growth of “A2” milk is especially strong in infant formulas and organic milk . Milk with just “A2” cannot be achieved by processing, it depends on the cow.
“A1” and “A2” are both found in the milk protein molecules. The most important difference is that some people have difficulty digesting milk with “A1”. This characteristic leads to the global growth of “A2” only milk in infant formulas and organic milk. It is now growing rapidly in fluid milk in the U.S.. Large chains like Costco, Walmart, Publix, Safeway, and many others have significant shelf space for “A2” milk. Demand is growing.
What are the signs that this is a real growth category? The retail marketing giants are pursuing and promoting “A2” milk and providing shelf space. “A2” milk is available in 29,000 retails stores in the U.S. Significant growth is expected in the coming years.
The leading brand is made by the “a2 Milk Company” (yes, a lower case “a”) headquartered in New Zealand and is a growing global company. The largest U.S. supplier of “A2” milk is Braum’s Family Farms with large herds in Oklahoma. All their cows have only “A2” in their milk protein. They have about 15,000 cows. They are Jersey cows feed a specific formulation.
Currently “A2” fluid milk makes up only about 2% of the total U.S. fluid milk. Available data indicates that the sales of “A2” milk in the U.S. are growing by about 20% per year. Countries like Australia, New Zealand, and China have much higher percentages of “A2“ milk.
The main selling points for “A2” milk are the health aspects and digestive issues. The digestive part is real but effects only a limited population. The health aspect has not been confirmed. Digestive issues are more commonly caused by lactose than “A1”. Is there a milk that has both no lactose and no “A1”? Yes, the “a1 milk company” does produce this and it is available in some grocery stores. But because it is a slow seller it is difficult to find.
“A2” milk is more expensive for consumers than traditional milk, but less expensive than the popular fairlife milk covered in a prior post. Fairlife whole milk comes in a 52 oz container and sells for a little over $5. “A2” whole milk comes in a 58 oz. container and sells for a little over $4. Lactose free whole milk in a 64 oz. carton sells for a little over $3. Conventional whole milk in a 64 oz. container sells for around $2.
The good news is that “A2” milk is increasing U.S. fluid milk consumption. Eliminating milk with “A1” can assure consumers that they will not have digestive problems from “A1”.
