Tetra Pak has called on dairy industry players in East Africa to revitalise the relevance of milk among consumers by introducing innovative products.
An international consumer study commissioned by Tetra Pak and published in the company’s 8th Dairy Index shows most consumers remain positive about the goodness of milk, understand its nutritional value, but feel variety and convenience should keep pace with modern lifestyles and expectations.
Statistics from the Kenya Dairy Board indicate that per capita consumption of milk in Kenya stands at 120 litres and is projected to record a double digit growth in the next three years.
Speaking during the launch of the survey, Tetra Pak Eastern Africa Managing Director Hakan Soderholm said the dairy industry is recording tremendous growth in East Africa driven by the growing middle class, urbanisation and new entrants into the market.
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“People already regard milk as ‘nutritious’; ‘healthy’; ‘a good source of calcium’; and ‘tasty’, but to maintain its relevance in the modern world, producers need to innovate and develop drinks that reflect changing lifestyles,” he said.
Soderholm said Tetra Pak will continue working closely with its customers to understand changing consumer lifestyle and emerging trends through market intelligence and by providing innovative solutions both packing and processing.
According to Dennis Jönsson, President and CEO of Tetra Pak Group, “the key to energising dairy in all geographies is to make people excited about drinking milk; creating new products and developing communication campaigns to show that it is convenient, pleasurable, a special treat even, and relevant to all.”
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