Central Asia Has Great Potential for Growth, - Alexey Ashrafzyanov, Director of Tetra Pak's Office in Central Asia and the Caucasus
Source: DairyNews.today
The Central Asian Dairy Congress AqAltyn, scheduled to take place from November 26 to 27, 2024, in the historic city of Turkestan, Kazakhstan, promises to be a significant event, bringing together experts from more than 10 countries. Participants will discuss advanced strategies and promising opportunities for the region's dairy industry. Among the key speakers, Alexey Ashrafzyanov, Director of Tetra Pak's Office in Central Asia and the Caucasus, will deliver a presentation on innovations in the dairy category and brand creation in the context of key trends shaping the market. In an interview with Dairynews.today, Alexey shared his professional experience, discussed Tetra Pak's role in supporting local producers and developing the dairy industry, and highlighted the key trends that will shape the future of the dairy sector in Central Asia.
Tell us about yourself and your role at Tetra Pak.
I originally joined Tetra Pak in 2010, progressing through various customer-facing roles in Russia, Ukraine, Belarus, and Central Asia, where I worked with key regional players and multinationals to drive growth and improve customers’ top- and bottom-line in dairy, juice, and baby food. In 2022, I joined an international food producer headquartered in the UAE. This experience allowed me to understand different markets and operational setups across the globe, as well as to appreciate what it means to be a Tetra Pak customer who consistently invests efforts to help customers grow in core and new categories.
After rejoining Tetra Pak in 2024 as the head of the Central Asia and Caucasus office, I aim to help customers grow volumes and improve operational efficiency with Tetra Pak’s solutions, including packaging, equipment, and services. We leverage our supply chain performance and the expertise of our marketing team, which is well-versed in the Central Asian landscape.
How do you assess the current situation in the Central Asian dairy market?
The Central Asian dairy market is currently in a dynamic phase of growth, with increasing demand for both traditional and innovative dairy products. While consumers remain loyal to staple dairy items, they are also becoming more health-conscious and open to new formats and flavors. Central Asia is well-positioned for further growth due to its young population, rapid urbanization, and rising income levels. Tetra Pak sees great potential in these markets, and we are committed to providing our expertise, technology, and sustainable packaging solutions to help our partners meet evolving consumer needs.
The market has substantial global potential and a bright future, driven by trends such as:
Increasing Demand for Dairy Products: Urbanization and population growth, particularly in Kazakhstan and Uzbekistan, are leading to higher demand for dairy products like milk, yogurt, and cheese.
Nutritional Shift: A gradual shift towards dairy-based nutrition, especially among younger generations, is driving demand for both traditional dairy products and new offerings, such as plant-based alternatives.
Local Production and Self-Sufficiency:
Central Asia is experiencing growth in raw milk production. However, many countries still rely on dairy imports, mainly fr om Russia and Belarus. In response, they are investing in local dairy farms and modernizing production facilities to increase self-sufficiency.
What challenges and opportunities do you see for Central Asia in the context of global changes in the dairy market?
As the global dairy market evolves, Central Asia faces both challenges and exciting opportunities. One key challenge is balancing traditional consumer preferences with new global trends, such as health and wellness, sustainability, and convenience. This challenge also presents opportunities for innovation. For example, the growing interest in healthier options creates demand for products like lactose-free milk and fortified dairy beverages. The region's focus on value will drive demand for affordable dairy drinks, while convenience-driven products, such as on-the-go snacks, are gaining traction.
In line with global trends, six key factors will shape the industry over the next five years:
What are the prospects for exporting dairy products from Central Asia to world markets?
The priority is to provide the necessary volumes and quality for domestic consumption. As Central Asian producers expand raw milk production, they can leverage their logistical advantage to supply neighboring countries, similar to how the agro-industry currently exports grains.
How do Tetra Pak products and technologies help dairy companies in Central Asia meet global standards?
We are committed to making food safe and available everywhere and to protecting what’s good: food, people, and the planet. Our solutions enable customers to produce liquid dairy products and ice cream and make them available in both domestic and cross-border markets. We employ advanced supply chain solutions to deliver packaging materials and spare parts on time to all Central Asian countries. Our service professionals are local and speak the same language as our customers, providing professional maintenance and helping customers reach their production volume targets.
What global innovations in the packaging and processing of milk does Tetra Pak plan to introduce in Central Asia?
Tetra Pak offers a comprehensive range of solutions to help dairy producers in Central Asia meet and exceed global standards. Our advanced packaging technologies ensure products maintain freshness, safety, and quality, extending shelf life without the need for preservatives. Additionally, our processing technologies enable companies to produce a wide range of dairy products efficiently and consistently, from milk to value-added items like yogurt and flavored drinks. We also support our partners with expertise in sustainable practices, helping them reduce their environmental impact while increasing operational efficiency. By offering end-to-end solutions—from processing to packaging—Tetra Pak helps dairy producers meet global standards and remain competitive in their local markets.
How does Tetra Pak plan to strengthen its presence and partnerships in the Central Asian market in the coming years?
Tetra Pak has a long-standing commitment to the Central Asian region, which we see as a vital area for future growth. In the coming years, we plan to deepen our partnerships by investing in both local and regional capacity building. This includes working closely with local dairy producers to enhance their production capabilities, providing the latest processing and packaging technologies, and offering tailored solutions to meet the unique needs of the Central Asian market.
Additionally, we are focused on supporting sustainable development across the region by offering solutions that reduce environmental impact while maintaining product quality. By aligning with local regulations, consumer preferences, and global trends, Tetra Pak aims to be a key partner in the development of the dairy industry in Central Asia, ensuring our customers stay competitive and continue growing in this dynamic market.
How do you see the dairy industry's future in Central Asia in light of global trends?
The future of the dairy industry in Central Asia is very promising, especially when viewed through the lens of global trends. As consumers worldwide demand healthier, more sustainable, and convenient products, these trends are influencing the Central Asian market as well. We anticipate growth in product diversification, with a focus on health-conscious options like lactose-free, fortified, and organic dairy products, as well as indulgent offerings such as flavored milks and yogurt drinks.
Sustainability is another critical factor shaping the industry’s future. As the global dairy industry moves towards greener value chains, Central Asian producers are adopting sustainable practices, focusing on reducing their carbon footprint and optimizing resource use. Tetra Pak is playing a vital role in supporting this transition by providing cutting-edge packaging and processing solutions that minimize environmental impact.
Additionally, with increasing urbanization and a younger population, demand for convenience will grow, leading to more on-the-go dairy options. We believe Central Asia has tremendous potential to become a leader in these global trends, and Tetra Pak is committed to helping local dairy producers capitalize on these opportunities by delivering innovative solutions that meet both local and global standards.
What key ideas and trends will you discuss in your speech at the AqAltyn Dairy Congress? What will your speech be about?
I will focus on macroeconomic and population trends, product innovations in the dairy category, and successful brand-building strategies within the key trends shaping the industry over the next five years. Additionally, I’ll discuss mass-market product success requirements, including value chain efficiency and consistent quality to secure a profitable business model and maintain constant demand across sales channels.
Why do you think it is important for representatives of the dairy industry to participate in your presentation at AqAltyn?
The market has significant untapped potential for partnership, wh ere different players can leverage each other's strengths to scale their business and encourage consumers to buy and consume more products that benefit everyone.
What would you like the audience to take with them after your performance at AqAltyn?
I hope to instill confidence that Tetra Pak is firmly present in the Central Asian markets and is committed to helping our partners grow their businesses and consistently offer products that consumers purchase on a regular basis.
I originally joined Tetra Pak in 2010, progressing through various customer-facing roles in Russia, Ukraine, Belarus, and Central Asia, where I worked with key regional players and multinationals to drive growth and improve customers’ top- and bottom-line in dairy, juice, and baby food. In 2022, I joined an international food producer headquartered in the UAE. This experience allowed me to understand different markets and operational setups across the globe, as well as to appreciate what it means to be a Tetra Pak customer who consistently invests efforts to help customers grow in core and new categories.
After rejoining Tetra Pak in 2024 as the head of the Central Asia and Caucasus office, I aim to help customers grow volumes and improve operational efficiency with Tetra Pak’s solutions, including packaging, equipment, and services. We leverage our supply chain performance and the expertise of our marketing team, which is well-versed in the Central Asian landscape.
How do you assess the current situation in the Central Asian dairy market?
The Central Asian dairy market is currently in a dynamic phase of growth, with increasing demand for both traditional and innovative dairy products. While consumers remain loyal to staple dairy items, they are also becoming more health-conscious and open to new formats and flavors. Central Asia is well-positioned for further growth due to its young population, rapid urbanization, and rising income levels. Tetra Pak sees great potential in these markets, and we are committed to providing our expertise, technology, and sustainable packaging solutions to help our partners meet evolving consumer needs.
The market has substantial global potential and a bright future, driven by trends such as:
Increasing Demand for Dairy Products: Urbanization and population growth, particularly in Kazakhstan and Uzbekistan, are leading to higher demand for dairy products like milk, yogurt, and cheese.
Nutritional Shift: A gradual shift towards dairy-based nutrition, especially among younger generations, is driving demand for both traditional dairy products and new offerings, such as plant-based alternatives.
Local Production and Self-Sufficiency:
Central Asia is experiencing growth in raw milk production. However, many countries still rely on dairy imports, mainly fr om Russia and Belarus. In response, they are investing in local dairy farms and modernizing production facilities to increase self-sufficiency.
What challenges and opportunities do you see for Central Asia in the context of global changes in the dairy market?
As the global dairy market evolves, Central Asia faces both challenges and exciting opportunities. One key challenge is balancing traditional consumer preferences with new global trends, such as health and wellness, sustainability, and convenience. This challenge also presents opportunities for innovation. For example, the growing interest in healthier options creates demand for products like lactose-free milk and fortified dairy beverages. The region's focus on value will drive demand for affordable dairy drinks, while convenience-driven products, such as on-the-go snacks, are gaining traction.
In line with global trends, six key factors will shape the industry over the next five years:
- Health & Wellness
- Pursuit of Value
- Rooted Origin
- Green Value Chain
- Convenience
- Experience
What are the prospects for exporting dairy products from Central Asia to world markets?
The priority is to provide the necessary volumes and quality for domestic consumption. As Central Asian producers expand raw milk production, they can leverage their logistical advantage to supply neighboring countries, similar to how the agro-industry currently exports grains.
How do Tetra Pak products and technologies help dairy companies in Central Asia meet global standards?
We are committed to making food safe and available everywhere and to protecting what’s good: food, people, and the planet. Our solutions enable customers to produce liquid dairy products and ice cream and make them available in both domestic and cross-border markets. We employ advanced supply chain solutions to deliver packaging materials and spare parts on time to all Central Asian countries. Our service professionals are local and speak the same language as our customers, providing professional maintenance and helping customers reach their production volume targets.
What global innovations in the packaging and processing of milk does Tetra Pak plan to introduce in Central Asia?
Tetra Pak offers a comprehensive range of solutions to help dairy producers in Central Asia meet and exceed global standards. Our advanced packaging technologies ensure products maintain freshness, safety, and quality, extending shelf life without the need for preservatives. Additionally, our processing technologies enable companies to produce a wide range of dairy products efficiently and consistently, from milk to value-added items like yogurt and flavored drinks. We also support our partners with expertise in sustainable practices, helping them reduce their environmental impact while increasing operational efficiency. By offering end-to-end solutions—from processing to packaging—Tetra Pak helps dairy producers meet global standards and remain competitive in their local markets.
How does Tetra Pak plan to strengthen its presence and partnerships in the Central Asian market in the coming years?
Tetra Pak has a long-standing commitment to the Central Asian region, which we see as a vital area for future growth. In the coming years, we plan to deepen our partnerships by investing in both local and regional capacity building. This includes working closely with local dairy producers to enhance their production capabilities, providing the latest processing and packaging technologies, and offering tailored solutions to meet the unique needs of the Central Asian market.
Additionally, we are focused on supporting sustainable development across the region by offering solutions that reduce environmental impact while maintaining product quality. By aligning with local regulations, consumer preferences, and global trends, Tetra Pak aims to be a key partner in the development of the dairy industry in Central Asia, ensuring our customers stay competitive and continue growing in this dynamic market.
How do you see the dairy industry's future in Central Asia in light of global trends?
The future of the dairy industry in Central Asia is very promising, especially when viewed through the lens of global trends. As consumers worldwide demand healthier, more sustainable, and convenient products, these trends are influencing the Central Asian market as well. We anticipate growth in product diversification, with a focus on health-conscious options like lactose-free, fortified, and organic dairy products, as well as indulgent offerings such as flavored milks and yogurt drinks.
Sustainability is another critical factor shaping the industry’s future. As the global dairy industry moves towards greener value chains, Central Asian producers are adopting sustainable practices, focusing on reducing their carbon footprint and optimizing resource use. Tetra Pak is playing a vital role in supporting this transition by providing cutting-edge packaging and processing solutions that minimize environmental impact.
Additionally, with increasing urbanization and a younger population, demand for convenience will grow, leading to more on-the-go dairy options. We believe Central Asia has tremendous potential to become a leader in these global trends, and Tetra Pak is committed to helping local dairy producers capitalize on these opportunities by delivering innovative solutions that meet both local and global standards.
What key ideas and trends will you discuss in your speech at the AqAltyn Dairy Congress? What will your speech be about?
I will focus on macroeconomic and population trends, product innovations in the dairy category, and successful brand-building strategies within the key trends shaping the industry over the next five years. Additionally, I’ll discuss mass-market product success requirements, including value chain efficiency and consistent quality to secure a profitable business model and maintain constant demand across sales channels.
Why do you think it is important for representatives of the dairy industry to participate in your presentation at AqAltyn?
The market has significant untapped potential for partnership, wh ere different players can leverage each other's strengths to scale their business and encourage consumers to buy and consume more products that benefit everyone.
What would you like the audience to take with them after your performance at AqAltyn?
I hope to instill confidence that Tetra Pak is firmly present in the Central Asian markets and is committed to helping our partners grow their businesses and consistently offer products that consumers purchase on a regular basis.