Milk contains high level of calcium, helps to strengthen bones, and joins. Therefore, it has a strong demand by the consumers. Dutch Lady Milk Industry leaded drinking milk products sales in 2016. Introduction of new product of flavored milk drink has led to increase in sales of Dutch Lady Milk industry. As children mostly consume milk, Dutch Lady Milky used seven cartoon characters and its availability in three variants that led to attraction and attention of children in particular. The company also improved its packaging system from brick liquid cartons to gable top liquid cartons, which can contain 1-liter pack size of milk. There is one more reason for increase in sales of drinking milk product in 2016 that is the introduction of entrance of new players in the market as if hybrid allied dairy company and Calpis. Holstein Milk Company also plans to expand its drinking milk production in Malaysia. All the above factors show the high demand for drinking milk and its purchase for daily use.
According to the market research report “Drinking Milk Products in Malaysia”, popular drinking brands offer the drinking milk at affordable price, so the consumers are expected to consume and demand drinking milk products and health benefits related to it. The leading brands like Dutch Lady, Yeo’s goodday, F&N Magolia are also offering frequent discounts and will continue with it. Many companies are expanding their processing plants and are expected to introduce more drinking milk products.
As compared to other Asian companies, Malaysia’s per capita milk consumption remained relatively low. The government and milk manufacturers are coming together and are organizing events to encourage milk consumption, as milk have so many health benefits. All these steps are taken to encourage Malaysian population to consume milk on regular basis. There was 6 days fare held by Malaysia milk Sdn Bhd Company to encourage Malaysia population to consume milk in conjunction with world milk day. This is one of the examples of events held by government in schools and other areas as well.
A campaign is introduced by Dutch Lady Milk industry for Malaysian families, so that they drink two servings of milk daily. The campaign is tilted twice a day milk and points to drinking milk daily is important for the nutritional benefit and it is the best gift to family can get. According to 2003 survey, the people of Malaysia consumed only 0.4 serving of milk. The campaign focus on the importance of vitamin D to both adults and children and it specially helps in absorption of calcium in our body. A diet is not without milk.
On the launch of this campaign, Ms. Jo Anne Jayasiri, marketing manager of Dutch Lady Malaysia, spoke about the great source of nutrition of Malaysian families. And the company has partnered with Nutrition Society of Malaysia to incorporate the goodness of milk in two servings in Malaysian families.
For further reading click on the link below:
Ankur Gupta, Head Marketing & Communications
ankur [@] kenresearch.com