Kenya's most preferred milk brands

FMCG SUPPLIER NEWS

BusinessDailyAfrica.com - Apr 5th, 08:50

Molo Milk beats KCC, Brookside as preferred brand
 

Molo Milk is Kenya’s most preferred milk brand ahead of Brookside and New KCC products.

A consumer study carried out in December 2012 shows that Molo Milk, manufactured by Buzeki Dairy, commands 18 per cent of the processed milk market followed by Brookside Dairy’s Tuzo and Ilara brands with 15 per cent each.

Three Brookside Dairy brands — Tuzo, Ilara and Brookside — enjoy a combined market share of 42 per cent, according to the Consumer Insight survey.

State-owned New KCC are placed at position five with a 10 per cent market share, ahead of Githunguri Dairy’s Fresha brand which controls nine per cent of Kenya’s fresh milk market.

The research sampled 1,200 respondents in major urban centres through exit interviews with shoppers at points of purchase, mostly supermarket outlets.

This was the first time Consumer Insight tracked milk brands in its annual shoppers’ behaviour study dubbed Reja Shopping Survey.

Consumer Insight research manager Stellah Nyagah attributed Molo Milk’s performance to its price point and the aggressive marketing campaign it rolled out last year.

“As a basic need, consumers are most likely to go for the cheaper alternative,” said Ms Nyagah in an interview with Business Daily.

“Molo Milk did a lot of advertising last year, giving them visibility,” said Ms Nyagah, adding that the use of local comedians may have endeared the product to consumers.