Milk usage and habits research in Saudi Arabia

Milk usage & consumption habits in KSA

A two-stage Quantitative research, to map all the usage & consumption occasions of evaporated milk, understand the consumer behavior with regards to various applications of evaporated milk (tea & coffee whitening, milk-based cold beverage, cooking, desserts, ‘as is’ drinking), understand the interaction of evaporated milk with other milk formats (fresh, long life/UHT, powder, sweetened condensed, coffee creamer).

Design: Listing survey (random) to measure the penetration & frequency of applications & milk formats. Main survey (diary placement) to capture the consumption behavior of all the household members.

The research estimated the total volume of evaporated milk consumption, based on their household usage and classified them as heavy/ medium/ light users. It also estimated the volume & share of various applications for evaporated milk, by different day-parts – both at category & brand level.

The study also estimated the share of milk formats (by occasion & by volume) across all the applications, to identify the growth opportunity for evaporated milk. It helped construct the tea & coffee consumption tree, to size the opportunity for whitened tea application and understand the key motivations.

“Thank you for the detailed report, with holistic assessment of our product across all occasions, applications & milk formats. This study gives a very good perspective of opportunity areas for us in consolidating our position as a leader when it comes to tea whitening. We also see growth opportunity in other applications”

Senior Research Manager