Demand for drinking milk products in Uzbekistan is primarily met by local production, which has significantly increased in capacity over the last 15 years, with a relatively minor role for imported products. Local brands have developed high levels of consumer loyalty, while consumption of raw milk purchased directly from farmers remains high.
Rising health-consciousness, boosted by increasing access to the internet and a more liberal information environment, is set to exert a growing influence over a wide range of packaged food categories during the forecast period. With the capacity to promote a naturally healthy positioning, drinking milk products is in a strong position to benefit from this trend.
The modernisation of the dairy industry and the switch to packaged drinking milk products is set to lead to an ongoing shift in the retailing landscape over the forecast period. While independent small grocers continue to dominate sales of drinking milk products in Uzbekistan, the review period saw the channel’s share continuously eroded by supermarkets.
Gerfed-Impeks overtook Nestlé to gain the lead in drinking milk products in 2018 as it maintained a trend of share expansion founded on the popularity and broad availability of its Musaffo Sut brand across the country. The brand also benefited from advertising through national broadcasting, social networks and supermarkets, as well as new packaging design towards the end of the review period.
Having seen its share eroded by the expansion of Gerfed-Impeks, leading to its loss of the leading position in the category in the final year of the review period, Nestlé looked to strengthen its offer in drinking milk products in Uzbekistan through the launch of the Nido flavoured milk brand in 2018. Manufactured by the company in Uzbekistan, Nido looks to tap into the rise in consumer health-consciousness by targeting parents of children aged 5 to 10 years-old with a product that provides an additional source of vitamins.
Domestic company, Musaffo Iqlim Trans Servis FX, was the fastest-growing player in drinking milk products in 2018, thanks to the ongoing growth in popularity of its Ozimizniki band of shelf-stable milk, which entered the top 10 in 2016, the year of its launch, and became the fourth largest brand in drinking milk products in 2018. Another domestic brand launched in 2016, Pure Milky from Siyob Shavkat orzu FX, also continued to post dynamic growth in the final year of the review period, enabling it to rise one place to become the second largest brand in fresh milk.
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This industry report originates from Passport, our Packaged Food market research database.