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News / September 8, 2025
Consumers around the world are becoming more and more selective in their dairy choices. It’s no longer just about taste or nutrition. Products are now expected to be healthy, natural, and easy to digest. This shift is opening new opportunities for high-quality dairy in China, with categories such as A2 milk, organic milk, and lactose-free milk.
A2 milk comes from cows that naturally produce only the A2 type of beta-casein protein, unlike regular milk which contains both A1 and A2 proteins. Even though specific health benefits have not been officially endorsed by authorities in, for example, Europe, it’s increasingly associated with a wide range of perceived benefits – from easier digestion and weight management to stronger immunity, bone health, and even anti-ageing.
According to Mintel:
Of all dairy drink launches which mentioned A2 between April 2020 and March 2025, 28% appear in the latest 12 month period.1
Half of these launches came from China.2
Dairy products containing A2 protein (including milk powder, liquid milk, cheese/dairy products) reached sales of RMB700 million on Taobao/Tmall, with a year-on-year growth of 26.8%.3
Organic milk is produced from cows that are raised according to organic farming standards, and remains strong in the market, with the highest share of surveyed consumers saying they are drinking more of it this year.4 It is closely associated with high quality, purity, safety, and higher animal welfare standards – all powerful drivers in an era of consumer scrutiny. Many consumers in China choose organic milk because they perceive it as higher in protein and associate it with a more premium lifestyle.
According to Mintel:
Organic milk is the most consumed type of cow's milk with special claims.5
Organic claims accounted for over 15% of new white milk launches in China in recent years.6
50% of Chinese adults are willing to pay extra for organic-certified milk products.7
Lactose-free milk is regular cow's milk that has had the lactose (milk sugar) removed or broken down. It was one of the first digestive-friendly innovations in dairy and remains a trusted choice for those with intolerance. But today, its appeal is broadening as it is increasingly positioned as a modern, lighter choice rather than a necessity.
According to Mintel:
Lactose-free claims featured on 4.5% of new white milk launches in China.8
With some consumers reassessing their use of dairy alternatives in light of the processing focus – and because of taste – lactose-free will see renewed interest.9
New products feature low-GI formulas that support blood sugar control, with launches tailored to diabetes management.10
Premium dairy is not driven by one single audience. Different generations are shaping demand in distinct ways. For example, organic milk is more popular among 25-39 year-olds and 50-59 year-olds.11 And dairy products containing A2 protein aimed at children and adolescents currently dominate the market. However, the value sales of products aimed at adults are growing at a faster pace.12
Furthermore, the growth momentum of dairy products containing A2 protein specifically targeted at middle-aged and elderly consumers is also significant.13 Lactose-free milk is increasingly developed for elderly consumers, often with added health benefits such as low-GI formulas to help manage blood sugar levels.14
For producers, this highlights the importance of targeted messaging and innovation. What resonates with younger health-conscious adults may differ from the needs of elderly consumers seeking functional benefits.
Conversations online are playing a major role in shaping perceptions of high-quality milk. For A2 in particular, the narrative has shifted. According to Mintel, social media discussions increasingly position A2 milk as a high-quality product rather than focusing solely on its “tummy-friendly” benefits.15 Social media has become a powerful platform for brands to position dairy as part of a modern lifestyle, and connect with new audiences.
The success of A2, organic and lactose-free milk reflects a broader consumer shift: premium dairy is no longer seen as a niche solution to specific health issues, but as a natural part of everyday life.
For producers, this opens opportunities to:
Combine benefits (e.g. organic + lactose-free, or A2 + high-protein).
Communicate benefits clearly (e.g. digestive health, naturalness).
Broaden usage occasions, from breakfast tables to coffee shops and wellness drinks.
Signal authenticity, quality, and safety through packaging.
Focus on taste and experience as they are still key purchase drivers.
Premium milk is no longer an exception. It is fast becoming the new normal. As consumers seek trust, naturalness, and added value, producers who can combine authenticity with innovation will be best positioned to capture this growing demand.
1,2 Source: Mintel, The Future of Dairy and Non-Dairy Drinks: 2025
3 Source: Moojing/Mintel, December 2023 - November 2024
4 Source: Mintel GNPD (organic)
5 Source: KuRunData/Mintel, March 2023, April 2024
6 Source: Mintel GNPD (organic)
7 Source: KuRunData/Mintel, January 2021
8 Source: Mintel GNPD, November 2021 to October 2024 (lactose-free)
9 Source: Mintel, The Future of Dairy and Non-Dairy Drinks: 2025
10 Source: Xueqiu
11 Source: KuRunData/Mintel, March 2023, April 2024
12, 13 Source: Moojing/Mintel, December 2023 - November 2024
14 Source: Xueqiu
15 Source: Datastory/Mintel, August 2024-October 2024
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