Fat Filled Milk Powder: Beyond Being an Affordable Option
27th October 2020
Ese Okpomo, West Africa Market Specialist, Bord Bia – The Irish Food Board
Nigeria is the most populous country in Africa and makes up 2/3 of West Africa population. Nigeria has a relatively young population with 60% of the population below 25years. With Nigeria being a middle income country, there is a significant portion of the population living below the poverty line. Malnutrition is a major challenge given the size of the population.
The need for the general populous to have access to affordable nutritious food is important. Milk is a high source of protein and is needed to be incorporated into the diets especially that of children. The government continues to educate the people on the benefits of milk consumption and need to ensure this is included to daily diets.
The presence of well-known international brands gave access to quality milk. But until the early 1990s the only available format was reconstituted Whole Milk evaporated milk. This evaporated milk was available in tins and there was a lot of wastage with it as once opened it needed to be stored chilled but with the major challenge of constant electricity storage proved a major issue.
Whole Milk brands dominated the market until the introduction of brands like Cowbell, which came into the market with Fat Filled Milk powders. Offering affordable and easy to preserve milk. This gave more people access to quality milk. The dairy sector has continued to evolve with more pocket friendly formats launched. The most affordable format now in the market is the 16g single serve sachets sold at €.10.
Fat filled Milk Powder has now evolved from being a sub-category to being a full category on its own. This Fat Filled milk continues to grow and gain market share from strong existing Whole Milk brands that had significant brand equity. Most of the innovation seen in the Nigerian dairy sector is led by the Fat Filled Milk brands.
To be able to compete in the ever competitive market traditionally whole milk brands are now launching Fat filled milk variants. These new introductions are usually enriched and fortified with various vitamins.
One new entrant is Peak Milk, the oldest milk brand in Nigeria brand which is a Whole milk power has a huge brand heritage. In continuing to remain relevant in the market, FrieslandCampina WAMCO has launched its own Fat Filled Milk powder under the Peak brand. The major selling point is this new entrant is that it is “low in cholesterol”.
- https://www.youtube.com/watchv=pOODPJRQFLY&feature=youtu.be