Consumer habits raise yoghurt sales

Business Daily Kenya:  Consumption of yoghurt is increasing among Kenyans according to findings by global market Intelligence Company, Euro...

Business Daily Kenya: 

Consumption of yoghurt is increasing among Kenyans. Photo/Courtesy

Consumption of yoghurt is increasing among Kenyans according to findings by global market Intelligence Company, Euromonitor International.

The report predicts that overall yoghurt and sour milk products category will grow at a compound annual growth rate of three per cent in value sales in the next three years at constant prices seen in 2016.

High disposable income, shifting consumer eating habits as well as promotion of yogurt as substitute product for dessert will remain key growth drivers, according to the survey.

Improvements in distribution through use of modern grocery retailers is also predicted to boost growth. Although the top five dairy processors held a combined 82 per cent value share last year, the Ruiru-based Brookside Dairy remained ahead of its closest rival, Sameer Agriculture, which held an 18 per cent value share in 2016.

Brookside’s command in the market in all dairy categories largely benefitted from high consumer awareness of its brands, as well as the company’s recent acquisition of smaller processing firms.

Sameer’s Daima yoghurt brand is ranked second while Eldoville Dairies has a 12 per cent value share, according to Euromonitor international’s estimates.

Another report by Ken Research, Kenya Dairy Products Market Outlook to 2020, showed per capita consumption of yogurt increased from 2kg in 2013 to 3kg in 2015, with similar growth witnessed in other dairy products like cheese.

The figure is set to grow following re-launch of Fruit Yoghurt by Delamere, as it seeks to strengthen its market share in Kenya as part of the company’s strategy to double sales.

“This is major milestone for Delamere brand which has a rich heritage. Our goal is to increase the consumption of yoghurt which is still very low compared to other countries in Africa, by giving consumers reasonably priced varieties and quality yoghurt,” said Oliver Mary, marketing director Delamere Dairies.

The post Consumer habits raise yoghurt sales appeared first on Mediamax Network Limited.

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