A new study published in the Journal of Dairy Science suggests that lactose-free dairy milk could help increase dairy consumption and attract more customers to coffee shops, particularly among consumers who avoid regular milk due to lactose intolerance.
Researchers from Chapman University found that many coffee drinkers may prefer lactose-free milk if it were widely available, indicating a potential market opportunity for both the dairy industry and coffee retailers.
Majority of Coffee Drinkers Use Milk
According to the study, around 77% of coffee drinkers add milk or creamer to their coffee, making milk choice an important factor in coffee shop purchases.
“While extensive research exists on dairy and plant-based milk preferences, we wanted to understand what specifically drives milk choices in the coffee shop environment,” said Uyen Thuy Xuan Phan, a researcher at Chapman University’s Schmid College of Science and Technology.
Study Methodology
The research team conducted qualitative interviews and an online survey of 300 adult coffee drinkers in California, along with feedback from coffee shop operators.
Participants were divided into three groups:
- Primarily dairy milk consumers
- Primarily plant-based milk consumers
- Flexitarians (people who consume mostly plant-based foods but occasionally consume animal products)
The study aimed to identify the main factors influencing milk choices in coffee and assess how the availability of lactose-free milk could affect coffee shop visits.
Taste and Health Drive Milk Choice
Across all groups, the most important factors influencing milk selection were:
- Taste
- Texture
- Health and nutrition
- Convenience
These attributes were considered more important than price, sustainability, or trends.
While dairy milk drinkers and flexitarians prioritized taste, familiarity, and convenience, consumers who preferred plant-based alternatives placed greater emphasis on animal welfare and environmental sustainability.
“Food decisions are rarely based on a single factor,” explained researcher Anuradha Prakash. “They are shaped by a combination of taste, health, ethics, and lifestyle considerations.”
Lactose-Free Milk: A Middle Ground
The study found that lactose-free dairy milk occupies a unique position in consumer preferences.
Flexitarians and plant-based milk consumers reported:
- Higher familiarity with lactose-free milk
- Better perceptions of digestibility
- Similar expectations for taste and texture compared to regular milk
Importantly, many respondents said they would visit coffee shops more often if lactose-free milk were available.
- 36% of flexitarians said availability would increase their visits
- 32% of plant-based milk consumers reported the same
- A smaller share of regular dairy milk drinkers showed increased interest
Opportunity for the Dairy Industry
Researchers say the findings highlight an untapped market segment of lactose-intolerant consumers who still prefer the taste and nutritional benefits of dairy.
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Currently, plant-based alternatives dominate among lactose-intolerant customers, but the study suggests that this may be due more to availability than true preference.
By expanding lactose-free milk options and promoting them through education and in-store messaging, coffee shops and dairy producers could better serve these consumers while increasing dairy usage.
Growing Demand for Digestible Dairy
Lactose intolerance affects a large share of the global adult population, yet lactose-free milk remains a relatively small segment of the dairy market.
Researchers conclude that lactose-free milk could act as a bridge product, offering consumers the taste and nutrition of dairy with improved digestibility, particularly in coffee shop beverages where milk quality plays a key role in flavor and texture.
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