Condensed milk, which includes evaporated, is by far the main product within other dairy and is consumed to a much greater degree than milk in Peru. It is available in metal cans and carton boxes and is mixed with water at home before drinking.
Despite its popularity in the country, consumption of evaporated milk continued to decline in 2019, with more consumers realising that these products are made from a mix of sometimes artificial ingredients and not only with real milk. There is also an increasing belief in Peru that milk is not necessary for human development and can be substituted by other products such as quinoa drinks or oatmeal drinks made at home.
Many customers do not trust the brands offered in other dairy, believing that they provide incomplete information on labelling. There is a perception that these products are incorrectly positioned as milk when they actually contain other ingredients.
Laive again recorded strong retail value growth in 2019, narrowing the gap on second-placed Nestlé Perú. At the end of 2018, Laive launched its 100% real cow’s evaporated milk, clearly indicating on the front of the package that the product is made only from cow’s milk.
Evaporated milk is mainly sold in metal cans. Once opened, the product is often mixed with water in a jar, while another option is to leave the remaining product in the can in the fridge.
It is difficult to add value to condensed milk or cream, with consumers generally being price-sensitive and having entrenched traditional preferences. There are thus few brands present in flavoured condensed milk or cream, with this also due to the limited sales sizes of these two categories making it unattractive for companies to invest in significant innovation.
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This industry report originates from Passport, our Packaged Food market research database.