Tetra Pak targets 30m customers with low cost packaging materials

Tetra Pak Kenya is targeting 30 million Kenyans with low cost packaging materials for consumer goods in the dairy and juice processing sectors.

The packaging materials’ manufacturer said the high cost of packaging materials has made it difficult to capture the low income segment of the milk and juice consuming market.

This segment, the firm said, consume raw instead of packaged products.

Addressing players in the dairy and juice sector at a conference in Nairobi, Tetra Pak Eastern Africa managing director Marcelo Queiroz said there is a growing demand for packaged affordable and convenient dairy and juice products by the low income earners, who cannot afford the products.

“We are targeting 100 million people in East Africa including South Sudan. In Kenya alone, we are targeting 30 million,” Mr Queiroz said on the sidelines of the conference.

He said the rapid growth in emerging markets over the past decade continues to put consumer goods within the reach of millions of low-income households in East Africa

This huge consumer base, has, however, not been fully exploited, largely by the dairy and soft drinks industry despite the great opportunity it poses. 

New KCC chairman Matu Wamae said this is an important segment that should be targeted with appropriate packaging they can afford.

“This is a very big market. They are consuming hawked milk because it is cheaper,” he said.