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The target group: At least 30 % of all consumers
In Germany alone about 12 million people suffer from lactose intolerance,
another 3 million from lactoprotein allergy and there are 5 million vegetarians,
vegans and non-milk drinkers. In addition our target group comprises:
Cholesterol-conscious customers
Organic product consumers
Health-conscious connoisseurs
Natural food eaters
Approximately one third of the population belongs to this target group with
a comparable situation in other European markets. The percentage is even higher
among food shopping decision makers – generally women.
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