Background & Business Goals
More than 70% of South Koreans are unable to break down the sugar in milk. This means that they suffer from lactose intolerance, and drinking milk makes their stomach hurt. At the same time, most South Koreans are not even aware of the fact that they are lactose intolerant, and continue drinking plain milk even though it causes them pain.
Despite this, the lactose-free market is still in the early stages of growth, accounting for only about 2.4% of the total white milk market. Therefore, as an immediate objective, Maeil Dairies aimed to achieve a 30%...