Consumption of milk in the country grows 25% in a little more than half a decade

Currently, Brazil is a country that consumes more milk than it can produce. In just over half a decade, consumption in the country grew by 25%, from 142 litres/year per capita in 2008 to 178 litres/year by year in 2014. For companies who want to take advantage of this growing market, it is important to monitor changes in consumer behavior, developing thereafter, its strategies and measures for maintenance of competitiveness.
The favourable dairy market context involves several factors, singled out in the report of the Intelligence Sector of Sebrae system – Consumer dairy products – features and behavior. Among them, the increase in population and per capita income, the great demand of class C and the segmentation of the sector – with products of better quality and more diversified, geared to different audiences, such as seniors, children, sportsmen and others.
This document presents some market trends and indicates how to plan and plot strategies to take advantage of opportunities and maximize results. The dairy market has different niches that need to be met. Here are some:
Children: flavor and fun is what they seek, but the product has to win the confidence of parents, seeking nutritious food for the development of their children. The taste of the products is factor of choice for 86% of consumers.

Energy milk: geared toward practitioners of physical and mental activities, concerned with healthy products and have added value. A product must contain little fat and calories, being practical for consumption.

Fitness products: people concerned to live longer and better, seeking balance by adopting healthy habits and combining physical exercise with diet.

Renewal and segmentation of products: Dairy Development targeted to the needs of consumers. It is necessary to conduct research on different consumer profiles, targeting by age, gender, lifestyle, among others. An example are the lactose intolerant.

Follow the recommended actions for SIS from Sebrae to companies interested in exploiting the opportunities of the sector:

-Find professionals to develop differentiated dairy products;
-Carry out market research to meet the needs of consumers;
-Trace communication strategies to educate the consumer about the benefits of milk products;
-Find a designer to develop attractive, efficient and educational packages;
-Check reports on the market of dairy products like yogurt, milk, functional low-lactose milk, flavored milk and others on the website of the Sector intelligence system, Sebrae-SC, and meet the opportunities related to these products.