Dubai-based Emirates Industry for Camel Milk and Products, also better known as ‘Camelicious’, is eyeing its expansion in Asia with China as its focus market. Currently, demand for its camel milk in China has already surpassed domestic demand in the UAE.
Camelicious CEO Mutasher A. Latef Albadry said, “Camelicious started out in 2006 as a small brand with a single SKU (stock keeping unit) with only 200 camels at launch. Now, we have 8,000 camels and 60 SKUs ranging from milk products to baby formula, and even a personal care range.”
Camelicious brand is now sold in more than 18 markets which include the US, UK, Europe, India and China. Albadry plans to boost its growth to 30 global markets with stronger penetration in China and other Asian markets while also venturing into new territories in Europe like Germany and Holland.
Asia, especially China, will be key to its future expansion. Currently, two-thirds of Camelicious’ production of milk powder is exported to China. Albadry added, “We have also grown our exports to Singapore and Malaysia in recent years and are now looking to expand our footprint in markets such as Japan and South Korea.”
Camelicious is optimistic of 15-20% organic growth annually and is looking at franchise partners to sell its brand in the target markets.
Just a decade ago, camel milk was considered as a novelty product with the Middle East being the primary consumer market. The global market size for camel milk products is now projected to reach US$23 billion by 2031 with a CAGR of 6.6%, according to data from Straits Research. The Asia Pacific and North America region are projected to be the fastest growing markets with a CAGR of 7.1% and 7.8% respectively.
