Consumers warm to reasonably priced milk
It was raining heavily one evening as Michael Ojo, a car dealer in Lagos made his way home. As Michael strolled down the street drenched, his thoughts dwelt on his business which had yielded so little in the past few months owing to the present economic slowdown.
“What is going on? I have already clinched this deal, what made him change his mind all of a sudden? Michael asked himself as the rain increased its tempo.
As he trudged on along the deserted street, he thought about dinner. A meal of pepper soup seemed perfect for this weather but a hot cup of tea is a quicker fix and more economical too, he thought as he searched the streets with his eyes for any open shop. He had run out of milk and needed to get some for tea at least for that night.
Most of the shops had gone to sleep because of the heavy showers but he saw a woman few blocks away closing her shop for the day’s business. He quickened his footsteps and got there before she could secure the locks.
Michael said, “Madam, abeg give me milk before you close,” Michael said.
The woman turned around swiftly obviously not expecting any night caller, not in the rain.
The woman asked, “Which type of milk you wan buy?”
“No vex, give me the cheapest small sachet milk there. The most important thing na to change the colour of the tea. You no say the country hard,” Michael responded.
The woman went inside the shop and re-emerged with a sachet of milk. Money exchanged hands and Michael continued his journey home.
Consumers have embrace brands of Milk which are not only pocket friendly but also offer more value for less money due to the present economic downturn which has reduced their disposable income.
Milk is rarely absent in most homes probably because of its multiple use. Be it for tea, cereals, oatmeal, or the local cassava flakes made with garri, milk make the meal look good and taste even better. These meals are mostly eaten as breakfasts and since breakfast has identified as the most important meal of the day, that further stresses how important milk is.
The Nigerian milk industry has witnessed an unprecedented growth in recent times and this is largely due to consumers’ increasing demand for dairy products which is a common sight on the tables of millions of Nigerians.
Nigeria is said to be one of the biggest markets for milk products in Africa. Available reports put the estimated figure Nigeria spends on dairy products at $1.3 billion while the country continues to import more than 70 percent of its dairy products.
Currently, we have so many brands of milk competing for market share in the sector. Some of the brands include; Peak milk and three crown from the stables of FrieslandCampina Wamco, Nido from Nestle Nigeria Plc; Cowbell, loya and Miksi milk from Promasidor Nigeria Limited; Dano from kneipe Nigeria, PZ Cusson’s Nunu milk and Coast milk, and Blue Boat marketed by Ranona Nigeria.
Milk consumption was once considered a luxury because of the price but with the shift of emphasis to smaller packaging units by virtually all dairy manufacturers, price-sensitive and poor consumers could afford to purchase one with ease. This has helped to spur the growth of milk consumption.
Which brand do consumers demand for? Retailers say its different strokes for different folks.
Calorine Iroakazi, a supermarket attendant said the demand of Peak and Dano milk outweighs that of other brands because of the quality and price.
“When it comes to powdered milk, Peak and Dano milk are in high demand. The demand is almost the same for liquid milk is just that in addition to the peak and Dano, customers also buy three crown and the N50 hollandia milk because it’s cheaper. Those who buy three crown milk say it has low cholesterol. For the smaller sachets, it’s still peak and dano.”
‘Customers demand more for Peak and Dano Milk for both the tin and smaller sachets but it’s more of peak because they believe peak is of a higher quality. For liquid milk is between three crown and Peak milk,” said Ifeyinwa Izugbara, a shop attendant in Port Harcourt told BusinessDay.
Hamza Abubakar, a retailer said “For the liquid milk its Peak and three crown milk but for the powdered milk, its Dano milk,” said Hamza Abubakar, a retailer in Lagos.
Some consumers who spoke with BusinessDay say they had to switch to other brands because the price of their favourite brand is scaring them away.
“I left peak milk for three crowns, then Dano, now; I’m using blue boat and Luna milk. As everyone knows, peak milk is the best but the price has gone up so much,” said Linda Ochugbua, a consumer in Lagos state.
Dorathy Ubong, another consumer in Akwa Ibom state, said she may have to kiss her favourite brand goodbye.
“Peak is the only milk I buy because of the unique taste that have endured for ages. I also love Oldenburger because of the taste and they say it’s fortified with extra vitamins but right now, I might change to Milksi because of price is lower,” Ubong said.
“I’m a huge fan of Peak milk because of the quality. It is rich, creamy and tasty but I take other brands due to the amount,” Adebambo Akeem, who resides in Abuja, said.
For Biodun Adebayo in Ogun state, said he has moved to cheaper brands because of the economic situation.
“I like peak because the quality is a constant factor but because it’s costly, I now buy Olympic milk because it’s more affordable but peak is still my number one just that I cannot afford to buy it for now,” he said.
“That small Hollandia milk is my normal milk because of the price. It’s just N50,” said Elizabeth Okon, a hairstylist in Lagos.
Chima Ajah from Akwa, Anambra state says, “I prefer Nunu milk because I hear it contains enough calcium and vitamin A. It’s also cheaper than the rest and the taste is not bad.”
“I use peak milk sometimes but most times, I use Olympic milk because it has less sugar and it is very cheap. I still like peak more,” said Glory Ume, a milk consumer in Port Harcourt.
CHINWE AGBEZE