Seventy-two percent of Aussies surveyed said they would be willing to give up something they love for a week if it means enjoying their favorite dairy products without fear of reacting.
This Up & Go study also found that 60 percent of Australians surveyed with a milk allergy said they were willing to give up coffee, and more than half (54 percent) would sacrifice their favorite TV / Netflix show – just for one Milk solution.
In addition, according to the study, seven in ten (71 percent) suspected that people believed they were actually lying about their sensitivity and intolerance to dairy products.
Unfortunately, says Up & Go, some Aussies report that their dairy-free lifestyle has affected their social life. Almost a quarter (24 percent) admitted eating milk in public just to hide their intolerance or sensitivity. One in three (32 percent) was socially embarrassed when their stomach reacted loudly after consuming milk to blend in with the group, and one in four (25 percent) admitted going against friends because of intestinal reactions.
Up & Go said it commissioned the study to highlight the impact of a dairy-free lifestyle on Australians after consumers asked about a dairy-free variant of their iconic product.
To connect with the “passionate” consumers who have actively asked for a dairy-free alternative, Up & Go created a “unique” Brains Trust to put power in the hands of consumers and seek input to to develop a product you have longed to buy and enjoy. After months of discussion, 3,500 members of the Brains Trust helped make important decisions about the new dairy-free product, from the variant name to the packaging design and the color palette.
According to Jaemes Tipple, Senior Brand Manager at Sanitarium, the company responded to the results and created the brand's first dairy-free solution to be human-operated.
"While more Aussies are known to be adopting a dairy-free lifestyle, either of necessity or will, our research has brought to life some powerful realities of what it means to be someone who lives a dairy-free lifestyle today," he said "With our new Up & Go Dairy-Free you don't have to make any compromises. It contains the goodness of the original Up & Go and the same great taste."
UP & GO Dairy Free is now available in the two flavors Choc Ice and Vanilla Ice in leading supermarkets.
