Yoghurt and Sour Milk Products in Kenya

PROSPECTS

Local firms are expected to remain in the lead

Local manufacturers dominate yoghurt and sour milk products in Kenya. They can provide fresh products at extremely affordable prices, which can be attributed to their massive production plants across the country.

Billboard and television advertising dominate

Brands advertise their products from 16.00hrs, when children come home from school and watch children’s entertainment, and also from 19.

International partnerships to leverage innovative packaging design

In the review period, Brookside Dairy signed a rights agreement with the US-based animation company Walt Disney to use the Disney, Disney-Pixar and Marvel characters on fresh dairy products targeting children. Brands are becoming increasingly aware that factors such as age, gender and life stage play a big role in market segmentation.

COMPETITIVE LANDSCAPE

Factory upgrade by a local firm

New Kenya Cooperative Creameries (KCC brand) is revamping its factories across the country – a project which is estimated to cost KES1.0 billion.

New product developments in sour milk products

Sour milk or fermented milk is common in most communities in Kenya as a staple food, especially in rural areas, with sour milk, also known as mala, being used during numerous cultural events, such as weddings, dowry payments and traditional rites of passage, especially amongst the Kalenjin and Maasai. Brands are realising that millennials still want to consume sour milk products, but would prefer if there was flavouring or an improvement in the taste, to suit their changing needs and preferences.

Brands engage their target consumers through social media

Brands in the market are increasingly realising the importance of active engagement with their customers on social media. Therefore, brands are seeking to differentiate by using creative and innovative themes that appeal to their target markets and influence their purchasing decisions.

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