Small Packaged Milk Gains Attention in Brazil
In Goiás, the dairy company Italac has introduced a limited edition of 250 ml packages of A2 milk, which is considered easier to digest. This move is aimed not only at individuals living alone but also at those who consume milk outside their homes, such as at work or before physical activities. Andreia Alvares, Italac's marketing manager, noted the growing demand for varied packaging to meet diverse consumer needs.
Alvares explained that the shift in packaging aligns with changing consumption patterns, which are increasingly influenced by health trends and restrictive diets. The company utilized existing long-life packaging infrastructure initially used for ready-to-drink beverages and sauces to launch this new product format. Currently, Italac targets a niche market with this packaging, with plans to expand to categories like lactose-free milk.
Conversely, Letti, a dairy company based in São Paulo, experienced a decline in total sales after introducing a 500 ml version of its skimmed milk. Initially launched to capture a market interested in smaller portions, the new size ultimately led to a decrease in overall sales. Letti's operations director, Tais Jank, noted that, despite the enthusiasm of a small consumer base, the half-liter version was discontinued due to low sales and shelf space competition with similarly packaged products.
Letti plans to focus on other product categories such as yogurts and ready-to-drink beverages to cater to individual consumption. This contrast in strategies illustrates the cautious approach the market takes towards smaller packaging, despite its growth potential.
Valter Galan, a partner at Milkpoint and dairy sector analyst, sees the packaging change as an attempt to create new consumption scenarios in a category that has been stagnant with an annual per capita consumption of about 30 liters. He acknowledged that while rising milk prices have contributed to this shift, changes in consumer preferences are more significant drivers.
