Because of spam, I personally moderate all comments left on my blog. That means you will not see your comment when you post it. It will instead show up within 48 hours, along with my response if one is appropriate.

All comments are welcome and will be posted, even if they are negative. You just can't promote other sites or products in them.

If you have a personal question about LI or any related topic you can send me an email at

Otherwise, this blog and my Lactose Intolerance Clearinghouse are now legacy sites, meaning that I am not updating them any longer. The basic information about LI is still sound. However, product information and weblinks may be out of date.

My old website can be found at

For quick offline reference, you can purchase Planet Lactose: The Best of the Blog as an ebook on or or or a whole lot of other places that Smashwords is suppose to distribute the book to. Almost 100,000 words on LI, allergies, milk products, milk-free products, and the genetics of intolerance, along with large helpings of the weirdness that is the Net.

Sunday, May 16, 2010

You Aren't Spending Enough Money

Digestive Advantage sent out a press release to announce that their trademark combination of probiotics and lactase is now protected by patent as well. So don't even think of copying it.

This isn't really news for anybody outside the company, but what caught my eye was a filler paragraph later on in the release.

"The lactase enzyme market is rather stagnant, with the leading brands declining in sales. We believe this is because it's not the ideal solution to lactose intolerance -- it's not always easy to take a lactase pill before eating dairy, especially if you don't know that the food you're about to eat contains dairy," said Marshall Fong, who heads the marketing team at Ganeden. "Our Digestive Advantage Lactose Intolerance combines lactase enzyme plus probiotics to increase lactose digestion throughout the digestive tract. People love our product because it works, and because they don't need to take it with every meal."

Yes, that's mostly marketing speech. But that first line jumps out. It may even be true. (Oh, I'll hear from them tomorrow.)

The lactase enzyme market is pretty much down to Lactaid, some natural foods brands, and lots of cheap house brand imitations of Lactaid. No new national brands have entered the market for years. The amount of shelf space given to them in stores - always the best indicator of how well something is selling - hasn't grown in many years.

Yet awareness of lactose intolerance is as high as its ever been.

So you aren't doing your part.

Go out and spend some money.

Here's the weird part. Digestive Advantage Lactose Intolerance Lactase Plus Formula and Lactaid and its imitators usually aren't shelved together in the store. How that helps us I can't imagine. Stores need to get their acts together. Tell your store managers.

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