Yoghurt and Sour Milk Products in Kenya

PROSPECTS

Yoghurt benefits from a wider assortment of products and rising health awareness

Yoghurt and sour milk products continued to record both steady retail volume and current value growth in 2019. The category is benefiting from a number of factors, particularly a widening product selection.

Promotional activities dominated by billboard and television advertisements

In Kenya, brand manufacturers tend to advertise their products from 16.00hrs, when children come home from school and turn on the television to watch entertainment programmes, but also from 19.

Sour milk products profiting from a focus on flavour development

Sour milk, or fermented milk, is common in most communities in Kenya as a staple food, particularly in rural areas. In addition, sour milk, which is also known as mala, is offered during various cultural events, such as weddings, dowry payments and traditional rites of passage, especially among the Kalenjin and Maasai communities.

COMPETITIVE LANDSCAPE

Brookside Dairy continues to lead yoghurt and sour milk products thanks to its strength in both categories

Brookside Dairy remained the clear leader in yoghurt and sour milk products in 2019, ranking first in the former and second in the latter. The company’s position can be attributed to its offer of a range of brands, for example Lala, Tuzo Maziwa Lala and Ilara in sour milk products and Ilara, Brookside and Tuzo in yoghurt.

Yoghurt and sour milk products continues to be shaped by local players

Local manufacturers continued to dominate yoghurt and sour milk products in Kenya in 2019. This is because they are able to supply fresh products at very affordable prices thanks to their huge production plants across the country.

Githunguri Dairy focuses on event marketing and rejects the idea of selling its Fresha Yoghurt brand to local rival Brookside Dairy

Githunguri Dairy, which offers the Fresha Yoghurt brand, continued to try and boost its sales in 2019 through maintaining a strong presence at events such as the Nairobi Agricultural Show. The milk processor, which is made up of about 20,000 small-scale farmers from the Kiambu County area, views such events as an opportunity to educate families about its activities and build awareness of its brands and products.

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