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Dear dairy… Australians old and young eating custards, mousses and creamy treats

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 n=15,944 Australians 14+

Almost 3.2 million Australians (14+) eat a packaged dairy dessert such as a custard, mousse, chocolate pudding, creamy rice or fruity whip in an average four weeks—but maybe not necessarily for dessert. 

Eaten by around 1 in 25 Australians in an average four weeks, Dairy Farmers Custard is one of the most popular products across all age groups. However, as the latest data from Roy Morgan Research shows, our taste for other ready-to-gobble dairy treats on the market changes with age. 

Frûche is the only other product to make the top five across all ages, rising with age to peak at number two among the 50+ age group. Conversely, the YoGo range and Nestlé Milo are most popular products among the Under 25s, but decline—and fall out of the top five altogether—as we get older. Nestlé Mousse jumps from nowhere to be the top pick among 25-34 year-olds but is replaced at the top by Dairy Farmers Custard in both groups over 35. Only among the Over 50s do Yoplait Le Rice and Divine Classic Crème Caramel make an appearance.    

Top Five dairy snacks/desserts among age groups

 

14-24

25-34

35-49

50+

1

YoGo

Nestlé Mousse

Dairy Farmers Custard

Dairy Farmers Custard

2

Nestle Milo

Dairy Farmers Custard

Nestlé Mousse

Frûche

3

Dairy Farmers Custard

YoGo

Frûche

Nestlé Mousse

4

Supermarket Brand

Nestle Milo

YoGo

Yoplait Le Rice

5

Frûche

Frûche

Supermarket Brand

Divine Classic Crème Caramel

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 n=15,944 Australians 14+

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“With so many dairy dessert snack options on supermarket shelves, including an increasing array of smaller niche products, brands must differentiate themselves by pinpointing who eats them, how often, and who is their household’s main grocery buyer.      

“Supermarket brands have made less of an impact than we have seen in other categories, coming in at number five among the 35-49 year-old group and number four among 14-24 year-olds.

“Check-out monitoring and targeted market research are clearly not enough. Only Roy Morgan’s Single Source survey has the inherent breadth and depth to tell brands, agencies and retailers with the full story.”

For learn more about how to identify, understand and reach your most likely and valuable consumers, please contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com