This paper investigated the determinants of consumer choices of fluid milk products in Dar es Salaam, Tanzania.
The study was carried out in Dar es Salaam; the most populated city in the country (about 4 million residents).
Specifically, the study sought to (i) explore locally and imported milks brands in the market; (ii) to examine fluid
milk intake level amongst consumers (iii) examine characteristic features of locally processed milk products
present in the market (iv) assess consumer choice responses to characteristic features of fluid milk products. A
survey of 384 consumers was conducted, complemented by interviews of key stakeholders; importers of milk
product, processors and wholesalers of local brands. It was found that the Dar es Salaam fluid market is
dominated by imported milk brands and products mainly from Kenya and South Africa. The dominant imported
fluid milk was Ultra Heat Treated (UHT) with 6 to 12 months shelf-life. Local processors had limited access to
UHT technology and thus produced short-lived milk which was dependent on refrigeration. A number of
intrinsic and extrinsic consumption drivers which determined consumer responses were identified to include
product form, price, packaging, taste/flavour and availability. Milk consumption was far lower than
recommended by FAO/WHO mainly due to low level of consumer income and awareness/education. The study
concludes that consumer responses to fluid milk products is determined driven mainly by intrinsic and extrinsic
product characteristics and there is low consumption rate of milk in the market. A number of recommendations
were put forward mainly directed towards enhanced product consumption promotion.