Hollandia Evap leverages innovation to gain market share
As the struggle for market share intensifies among brands in the evaporated milk category of the dairy sector, Hollandia Evaporated Milk, marketed by Chi Limited, is steadily gaining market share by leveraging on innovative practices to win the hearts and minds of consumers. The brand’s wide acceptance and growing popularity, especially in Nigeria’s commercial capital, Lagos, and in the South West, was recently affirmed by AC Nielsen’s Retail Audit data covering the last 12 quarters.
The surge in the performance of Hollandia Evap in the competitive drinking milk products category rests on innovation and a good understanding of consumer needs. In spite of Nigeria’s strong population growth, particularly among children and young people, consumption of milk is still well below acceptable level. Yet, it is generally known that milk is one of natures’ most complete foodstuffs because it is rich in nutrients such as protein and carbohydrates as well as minerals (calcium) and vitamins.
In the absence of a liquid milk culture in Nigeria, largely due to poor power supply and affordability issues, relevant innovation and marketing initiatives constitute the best ways to attract new consumers. And this is where Hollandia Evap has excelled. In 2005, the brand made it possible for consumers who could not afford evaporated milk in tin pack to enjoy their milk in liquid form by opening a new frontier in sachet type pack with the “Pop Pour Throw pack”. Consumers quickly embraced the innovation because not only was the Pop Pour Throw pack affordable, it also helped consumers to avoid waste as the content was well within what could be consumed in one sitting thereby eliminating the need for refrigeration.
Rather than rest on its oars and relish the massive success of the Pop Pour Throw pack in the market, the brand intensified its tradition of setting trends and introduced a larger stock keeping unit known as “Pour Cap Keep pack” in 2007. For the first time, consumers of evaporated milk were presented with the opportunity to re-use and store the product after opening even when there is no refrigeration facility. The Hollandia Evap Pour Cap Keep pack which had a whopping 215g volume is now 20 percent more than competition.
Morufu Oduwole, a loyal consumer of the Hollandia Evap, said he got hooked on the brand from his first encounter. “I am a man of taste and I love good things. From the first time I tasted the Hollandia Evap milk, I have been a loyal consumer since then. My attraction to the brand is based on its unique creamy taste and affordability. I also love the fact that one sachet is adequate for my needs at all times.”
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