By Princewill Ekwujuru

It’s no longer news that Nigerians are not drinking enough milk, particularly the children. Now, it’s become interesting to note that the milk market has assumed a price tumbling dimension both in size and grams, an indication that the lowly can now purchase and drink what the affluent can consumer in terms of milk brands.

Thanks to market segmentation embarked upon by Wonder Foods, now Promasidor Nigeria Limited, some years back when it entered the milk market with sachet milk, using the Cowbell brand as a spring board to reach the indigents.

Then, some milk brands were positioned as an elitist brand, e.g Peak milk, Nido and Dano, but today they have come to realise that they can not only play in the big market and survive the onslaught posed by contending milk brands; like Nunu, Miksi, Loya, Coast and Three crown milks.

When Promasidor introduced the sachet milk in the market some years back, little did other competitors know that there was market in the sachet milk segment, thus their diversification today.

A glimpse into the market by Vanguard showed that some milk brands are shifting to the sachet market particularly the big names: Peak from Wamco Campina, Nido from Nestle Nigeria Plc and Dano from kneipe Nigeria, Jago owned by Sosaco Nigeria, Nunu from PZ and Blue Boat  marketed by Ranona Nigeria which had its hold earlier in the market.

Interestingly, the price differences in the market connotes an alluring market survey which also showed that the milk market has been made lively by the performance of the brands that have upped their ante in grams, taste and packaging, a bid which is directed towards arresting the attention of consumers.

Invariably, the market survey showed that brands like Loya milk in sachet of 20grams sells for N25, Miksi of 7grams sells for N10, Cowbell of 17 grams can be purchased for N20, Dano of 18 grams is sold for N20, Nunu of 8gram sachet costs N10, whilst 9gram of Jago milk sachet  sells for N10  and Nido of 26gram sells for N40 which is the costliest in the market making it to lose its market share overtime, according to consumers who were loyal to the brand in their growing days. “One can hardly remember Nido exists in  the market these days, all because the custodians are not pro-active to market forces,” said Michael Ortega, a civil servant.

However, the vision of providing affordable milk powder to the people of Nigeria  and Africa in general has propelled the sachet milk market, thus the regular additions to various milk brands are testament to manufacturers commitment to the provision of innovative and value-added milk products. It is this dedication to service and consistency that has contributed to the continual success of some of the brands in the sachet segment of the milk market.

Conversely, Nunu which is barely invisible in the market is tainted to be struggling in the midst of low financial support and market forces.  Jago on its part, is been classified  as a  no do well in the market , even with several activities the owners have tried to institute to improve it’s image and visibility, said a brand analyst, Akin Olorunda, Market Visibility Director of Johnson&Johnson  Innovative Marketing.

Continuing,  he said, due to the overriding pressure from leading brands and may be non activities in the social responsibility which boosts the visibility profile of of brands pointed out that the brand is doing enough to give back to the society.

For three crown it was the worst hit when consumers interviewed said the brand with its recent 28 mineral and vitamin fortification has not been able to reach the creamy level  as projected by some milk brands  and has remained watery to the taste bud. Consumers wonder what the milk is really out to achieve. Another set of consumers say the product is on a class of its own. Its for diabetic patients, they concluded.