Nestlé PNG – Consumer Insights on Powdered Milk Preferences
Client: Nestlé (PNG) Ltd.
Project Title: Understanding Consumer Preferences for Powdered Milk Products in PNG
Sector: Fast-Moving Consumer Goods (FMCG) – Food & Beverage
Timeline: January 2016
Coverage: Urban and suburban consumer segments
Background
Nestlé PNG, a global leader in nutrition and wellness, operates a local manufacturing plant in Lae and distributes well-known products such as Maggi Noodles, Maggi Kakaruk Cubes, Nescafé, Milo, and Sunshine Milk Powder. As part of its product optimization strategy, Nestlé commissioned IBS Research Centre to conduct a consumer study focusing on powdered milk usage and preferences among PNG households.
Research Objectives
- Identify the ideal pack type, size, and formulation (e.g. full cream, skim) for powdered milk in PNG.
- Understand consumer usage behavior: who uses powdered milk, how, and why.
- Explore consumer expectations around affordability, packaging, and nutritional value.
- Gather insights to guide product development and marketing strategies.
Methodology
The study employed qualitative research methods, with carefully moderated Focus Group Discussions (FGDs) held in January 2016. Participants included a cross-section of households—primary shoppers, caregivers, and working adults—selected to reflect diverse usage patterns and preferences.
Discussion themes included:
- Preferred packaging formats (e.g. sachets, tins, resealable bags)
- Frequency of use and product occasion (e.g. tea, baking, infant feeding)
- Perceived value and comparison with competing brands
- Desired product attributes such as taste, solubility, and nutritional content
Key Findings
- Consumers favored smaller, resealable packs for affordability and convenience.
- Full cream powdered milk was the preferred variant, especially for family consumption and tea preparation.
- Packaging appeal and product freshness played a key role in brand preference.
- Usage was common among urban households, but cost remained a barrier in lower-income segments.
Impact & Outcome
Nestlé PNG used these insights to refine its product strategy by adjusting pack sizes, introducing more accessible formats, and repositioning Sunshine Milk in line with consumer expectations. The study also informed targeted marketing and pricing strategies, enhancing brand relevance and consumer trust across key segments in PNG.