1 Project Dairy – Chapter 3 of 3 A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products
1 Project Dairy – Chapter 3 of 3 A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk.
Dec 25, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
Project Dairy – Chapter 3 of 3
A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products
2
Purchasing and consumption
3
Product purchase and consumption route map
• Members in household, other than respondent, who use dairy products• Regularity of household purchases• When do you personally drink or use dairy products• Drinking or using method• Where are dairy products bought?• Buying behaviour for products bought on a monthly basis• Top 10 point of purchase (POP) drivers
4
36 45 4431
47 4625
56
29
48 37 34 5237
17
21
42
45
2920 20
3321
13
26
26
22
177
24
12
12
18
26
22
20
16
13
21
19
8
7
15
12
16
15
14
17
13
10
16
16
18
14
10
10
15
8
315
6
10
18
13
14
18
17
35
7
8
10
4
8
6
0
8
9
8
14
6
Fresh milk -full cream
Fresh milk -low fat or 2%
milk
Fresh milk -fat free milk orskimmed milk
UHT/Long-lifemilk - fullcream
UHT/ Long-lifemilk - low fator 2%milk
UHT/ Long-lifemilk - fat freeor skimmed
milk
Nutritionallyenhanced milk
Organic milk Flavoured milk
Spouse/partner 2. Children under 12 Children 13-18 years old Another adult 19-25 yearsAnother adult 26-35 years Another adult 36-45 years Another adult 46-54 years Another adult 55+Domestic or gardener Guests 12. Never used / Not answered
Members in household, other than respondent, using dairy products (slide 1 of 3)
(Pop. (wt.) (‘000s) =31540 )
Children younger than 19 account for a large proportion of dairy consumption, except for fat-free/skim UHT milk and nutritionally enhanced milk. The latter is largely used by adults, particularly 55+ year olds.
5
27 31 29 22 1426
5128
5046
7730
32
24
28
27
16
15
24
19
20
206
10
21
19
15
164
9
15
12
1215
7
8
15
14
1112
2
13
20
16
1211
13
4
3
69
2
413
Maas/Amasi/Inkomaas/sourmilk
Normal yoghurt Baby milk powder
Spouse/partner Children under 12 Children 13-18 years old Another adult 19-25 yearsAnother adult 26-35 years Another adult 36-45 years Another adult 46-54 years Another adult 55+Domestic or gardener Guests Never Not answered
Buttermilk Drinking yoghurtSweetened
condensed milk
(Pop. (wt.) (‘000s) =31540 )
Like UHT fat-free and nutritionally enhanced milk, buttermilk is also not a popular product amongst non-adults. Baby powder, on the other hand, is clearly a product for under 12-year-olds, although some adults can’t seem to kick the habit…
Members in household, other than respondent, using dairy products (slide 2 of 3)
6
41 39 39 41 38 4662
29 37 40 34 3335
392421
2723
20
27
1716
1821
19
11
1912
1213
18
8
13
1121
1313
13
1012
12
16
1112
13
1015
8
5
1515
16
9 18
1110
8
8
12 919
221
7
Cream Butter Gouda andCheddar cheese
Cheese spread Cottage cheese Feta cheese Other cheese
Spouse/partner Children under 12 Children 13-18 years old Another adult 19-25 yearsAnother adult 26-35 years Another adult 36-45 years Another adult 46-54 years Another adult 55+Domestic or gardener Guests Never Not answered
(Pop. (wt.) (‘000s) =31540 )
Cheese, butter and cream follow a similar age profile to the average.
Members in household, other than respondent, using dairy products (slide 3 of 3)
7
19 22 22 18 21 2113
19
31 28
21
32 35
21
14
1715
15
1413
4
32
4
3 1
0
41
2732
40
30 28
35
3 1 1 2 1 210
Fresh milk - fullcream
Fresh milk - low fator 2% milk
Fresh milk - fatfree milk or
skimmed milk
UHT/Long-life milk- full cream
UHT/ Long-life milk- low fat or 2%milk
UHT/ Long-life milk- fat free or
skimmed milk
Nutritionallyenhanced milk
More often than once a week Once a week Once every 2 weeks
Once every 3 weeks Once a month Less often than once a month
Regularity of purchase (slide 1 of 3)(Pop. (wt.) (‘000s) =26622 )
Interestingly fresh full-cream milk is purchased only once a month by 2 in 5 consumers. LSM 1-3 (subsisting) and LSM 4-5 (surviving) most likely to buy any dairy once a month, thus irregular purchase is driven by affordability. In this regard UHT offers a good alternative as these lower LSM households have no fridges.
84% of respondents said they were solely or partly responsible for household dairy purchases. Women are more likely than men to be solely responsible (58% vs. 31%)
8
8
2615
21 20 2116
38
26
16
2920 21
18
10
17
16
12
1415
6
2
5
3
44
4
3728
45
3440 38
42
0 2 3 2 2 1 2
Organic milk Flavoured milk Maas Buttermilk Normal yoghurt Drinking yoghurt Baby milk powder
More often than once a week Once a week Once every 2 weeks
Once every 3 weeks Once a month Less often than once a month
Regularity of purchase (slide 2 of 3)(Pop. (wt.) (‘000s) =26622 )
Organic milk would be a more regular purchase and flavoured milk is often bought more often than once a week. Maas, like full cream fresh or UHT milk, is likely to be bought once a month by the majority of the population.
9
22 2520 20 22
28 2722
2226
21 2325
31 2932
13
14
15 1514
1415
4
3
4 44
34 3
3831
39 37 3424 25 28
1 1 1 2 1 1 1 1
Sweetenedcondensed milk
Cream Butter Gouda andCheddarcheese
Cheese spread Cottage cheese Feta cheese Other cheese
More often than once a week Once a week Once every 2 weeks
Once every 3 weeks Once a month Less often than once a month
Regularity of purchase (slide 3 of 3)(Pop. (wt.) (‘000s) =26622 )
Cream, butter and all sorts of cheese are prevalent in upper LSM, more affluent households who can afford more regular purchases.
10
18 17 1624 17
416
6 4
57 62
36
5457
5646
45
14
34
6
4 3
5
5
5
67
2
7 8
18 5
16
2220
15
21 22
15 21
13
25
11
2 3
9
78
6
5 8
25
13 8
5
13 11
716
2
7 7
6
7
90
6
8 9
5
10
6 0
7
3
28 20
30
24 20
19 22
24
46
52
84
2
8
10
Fresh milk - fullcream
Fresh milk -low fat or 2%
milk
Fresh milk - fatfree milk or
skimmed milk
UHT/Long-lifemilk - fullcream
UHT/ Long-lifemilk - low fat or
2%milk
UHT/ Long-lifemilk - fat freeor skimmed
milk
Nutritionallyenhanced milk
Organic milk Flavoured milk
Before breakfast With breakfast meal As a replacement for breakfast As a mid-morning drink/snack
With lunch As a replacement for lunch As a mid-afternoon drink/snack With dinner
After dinner Late evening Anytime
When do you personally drink or use dairy products (slide 1 of 3)(Pop. (wt.) (‘000s) =31540 )
Plain milk in all forms plays an important role in the breakfast meal and, to an extent, lunch; whereas flavoured milk can be had at any time. Compared to full cream milk, fat-free/skim milk can also be used any time.
11
4 3 3 514 7
12 18 15 10
20 294
6 8 5
4 2
53
14 16
6 834 1615
1217 4
9
68
7
5
3
4
8
1314
47
29
184
3 11
1
5
3 3
7
3 7
6
35
38 46 51
58
41
3
35
32
Maas Buttermilk Normal yoghurt Drinking yoghurt Baby milk powder Sweetened condensedmilk
Before breakfast With breakfast meal As a replacement for breakfast As a mid-morning drink/snack
With lunch As a replacement for lunch As a mid-afternoon drink/snack With dinner
After dinner Late evening Anytime
When do you personally drink or use dairy products (slide 2 of 3)(Pop. (wt.) (‘000s) =31540 )
Compared to milk in its various guises, maas, butter, yoghurt, milk powder and sweetened condensed milk suit any time of day. Amongst all dairy, maas and feta cheese (see next slide) are the most popular dinner or lunch-time accompaniments. Condensed milk is also, interestingly, popular with breakfast.
12
3 4 4 2 1 1 012
4532 35
24
3
312
0
4 5
2
2
0
4
712 14
11
1
024
31 40 38
31
44
403
06 8
3
4
0
9
5
812
10
714
8
86
18
32 1210
1 0
24
2 2 4
0
36
29
26 21
20 23 42
3
4
2 032
Cream Butter Gouda and Cheddarcheese
Cheese spread Cottage cheese Feta cheese Other cheese
Before breakfast With breakfast meal As a replacement for breakfast As a mid-morning drink/snack
With lunch As a replacement for lunch As a mid-afternoon drink/snack With dinner
After dinner Late evening Anytime
When do you personally drink or use dairy products (slide 3 of 3)(Pop. (wt.) (‘000s) =31540 )
Cream, butter and cheese are good candidates for lunch, but butter, in particular, is used with the breakfast meal. Feta cheese (popular amongst whites and upper LSMs), like maas (popular amongst blacks and lower LSMs) is very popular with the dinner meal (probably in salads). Cream can also be used any time.
13
65 56 52 53 5642 53
1920 22 20 17
19 5
7064
5174
6060 70
56
47
39
5151
59 52
3
3
5
21 5 0
4
33
4 0
12
15
18
9 23 18
19
1822
15 2221
0
1
20
3
0
32
5
47
3
0
4
0
16 4
0
51
3
5
11 812
127
11
46
2
283
32
12108
614
Fresh milk - fullcream
Fresh milk - low fator 2% milk
Fresh milk - fat freemilk or skimmed
milk
UHT/Long-life milk -full cream
UHT/ Long-life milk -low fat or 2%milk
UHT/ Long-life milk -fat free or skimmed
milk
Nutritionallyenhanced milk
On its own - cold On its own - warm In hot drinks, like tea or coffee
With porridge As a dessert With deserts, or as a topping for deserts/cakes
As an ingredient in cooking As an ingredient in baking On sandwiches
Mixed with powder to make cool drink While having a snack In salads
In sauces With cocktail snacks With crackers or salty biscuits
While having a meal Some other way
Drinking or using method (slide 1 of 3)(Pop. (wt.) (‘000s) =31540 )
Various forms of milk are popular on their own, cold, or of course in tea or coffee. Milk is also important for breakfast, hence is regular use with porridge.
14
67 74
4732
76 75
21
12 6
1
0
1 1
33
32
3
2
5
3 132
21
258
31
6 2
27
0
15
2
2
2022
1
0
16
7
100
8
2 4
18
22
10
2 7
19
31 4
2
2 11
15 0 1
19
13 2
2 11 4 10
22
0
12
24 177
6
10
11
50
11 19
2 15 2011
10 4
2
1
112
15
Organic milk Flavoured milk Maas Buttermilk Normal yoghurt Drinking yoghurt Baby milk powder
On its own - cold On its own - warm In hot drinks, like tea or coffee
With porridge As a dessert With deserts, or as a topping for deserts/cakes
As an ingredient in cooking As an ingredient in baking On sandwiches
Mixed with powder to make cool drink While having a snack In salads
In sauces With cocktail snacks With crackers or salty biscuits
While having a meal Some other way
Drinking or using method (slide 2 of 3)(Pop. (wt.) (‘000s) =31540 )
Yoghurt is mostly had on its own cold, and unlike milk it is rarely eaten with breakfast. Maas, and buttermilk to an extent, is also very popular with porridge. Buttermilk, like fresh or UHT milk, is often used as an ingredient in cooking or baking.
15
11 17 722 13 17 141
10
10 2 0
70
60
21 1 0
3
16
101
1 2 0
4
21
22
2 20
1041
2 24
420
28 152
7
10
22
268
310
14
2
1
74
85
76 4431
1 0
0
210
15
5
4
75
612
1213
23
31
28
94
8
4
4
19
0
2 1
1
0
1
1
4 423
415
1234
153
2
9
1 1
Sweetenedcondensed milk
Cream Butter Gouda and Cheddarcheese
Cheese spread Cottage cheese Feta cheese
On its own - cold On its own - warm In hot drinks, like tea or coffee
With porridge As a dessert With deserts, or as a topping for deserts/cakes
As an ingredient in cooking As an ingredient in baking On sandwiches
Mixed with powder to make cool drink While having a snack In salads
In sauces With cocktail snacks With crackers or salty biscuits
While having a meal Some other way
Drinking or using method (slide 3 of 3)(Pop. (wt.) (‘000s) =31540 )
Condensed milk is mostly used in tea or coffee. Butter has a similar usage profile to all the cheeses: It’s used on sandwiches, and with crackers and salty biscuits. Cheese, of course, is a very popular ingredient in salads, very much so in the case of feta.
Cream is used with deserts and cakes.
16
Where are dairy products bought?
37
27
21
16
20
11
15
7
7
6
3
4
3
2
2
2
46
32
24
20
19
14
14
9
9
8
4
4
4
3
2
2
Household Self
%
(Pop. (wt.) (‘000s) =26511)
Shoprite
Spar
Any other outlet
Pick 'n Pay Supermarket
Local neighbourhood supermarket or cafe
Checkers
Spaza shop
Boxer
Pick 'n Pay Hypermarket
Score Supermarket
Wholesalers, like Makro, Metro, Trade Centre, Cash & Carry
Pick 'n Pay Family Store
Woolworths
OK Supermarket
Checkers Hyperama
Get it from the farm / farmer (Pop. (wt.) (‘000s) =31540 )
There is very little difference between household and personal purchase, although local neighbourhood supermarkets (especially amongst Indians) and spaza shops (amongst blacks buying maas) do play a slightly more important role in personal buying.
17
74
79
77
77
75
83
59
37
51
26
21
23
23
25
17
41
63
49
Yes
No
84
81
85
84
77
85
49
56
45
16
19
15
16
23
15
51
44
55
Fresh milk - full cream
Fresh milk - low fat or 2% milk
Fresh milk - fat free milk or skimmed milk
UHT/Long-life milk - full cream
UHT/ Long-life milk - low fat or 2%milk
UHT/ Long-life milk - fat free or skimmedmilk
Nutritionally enhanced milk
Organic milk
Flavoured milk
Plan to buy
%
Know brand before shopping
Buying behaviour for products bought on a monthly basis (Pop. (wt.) (‘000s) =respective base sizes per product )
Given the prevalence of monthly purchases for milk, it comes as no surprise that the purchase is well planned, and brand plays a key role. Flavoured milk is clearly more of an impulse purchase, and perhaps consumers are not too sure about nutritionally enhance or organic milk (brands are not known).
18
75
63
61
63
92
66
25
37
39
37
8
35
Yes
No
81
71
69
67
91
72
20
29
31
33
9
29
Maas/Amasi/Inkomaas/sourmilk
Buttermilk
Normal yoghurt
Drinking yoghurt
Baby milk powder
Sweetened condensed milk
Plan to buy
%
Know brand before shopping
(Pop. (wt.) (‘000s) =respective base sizes per product )
Buying behaviour for products bought on a monthly basis
Along with flavoured milk, normal and drinking yoghurt would be more of an impulse purchase, and brand plays a moderately important role compared to milk.
19
72
72
65
73
66
71
57
28
28
36
27
34
30
43
Yes
No
80
88
83
81
84
83
78
20
12
17
19
16
17
22
Cream
Butter
Gouda and Cheddar cheese
Cheese spread
Cottage cheese
Feta cheese
Other cheese
%
Plan to buy Know brand before shopping
(Pop. (wt.) (‘000s) =respective base sizes per product )
Buying behaviour for products bought on a monthly basis
Cream, butter and cheese are all planned monthly purchases, and brand plays a moderately to very important role.
20
Top 10 point of purchase (POP) drivers (slide 1 of 3)
TOTAL
Fresh milk - full cream
Fresh milk - low fat or 2%
milk
Fresh milk - fat free milk or
skimmed milk
UHT - full cream
UHT - low fat or 2%milk
Flavoured milk
Total responses (wt.) (000's) 92662 22307 2779 663 10795 963 1465
% % % % % % %
You/your family love the taste 55 57 51 43 59 45 39
Good value for money 44 54 54 42 49 58 41
Always buy the same brand of this dairy product
40 49 51 29 52 45 26
You / your family love this brand 36 39 41 38 44 25 23
Is a brand that is always available 32 38 37 36 38 31 20
In a pack that's easy to transport or carry
22 24 29 34 23 32 27
In a pack that's easy to store 20 22 24 20 21 29 18
Was recommended by friends and family
17 17 20 21 19 21 16
Re-sealable packaging - contents stay fresher for longer
14 15 17 17 20 27 14
In an attractive, presentable pack 14 14 16 17 16 18 21
(Mentions of 14% or higher shown; products with raw bases of 50+ shown)
Significantly higher than average
21
Top 10 point of purchase (POP) drivers (slide 2 of 3)
TOTAL
Maas ButtermilkNormal yoghurt
Drinking yoghurt
Baby milk powder
Sweetened condensed
milk
Total responses (wt.) (000's) 9266216706 1064 9253 2993 1900 3258
% % % % % % %
You/your family love the taste 5559 38 59 50 33 37
Good value for money 4444 27 46 33 32 33
Always buy the same brand of this dairy product
4039 26 31 32 44 22
You / your family love this brand 3642 24 33 28 20 19
Is a brand that is always available 3233 19 27 21 27 22
In a pack that's easy to transport or carry
2219 14 22 17 21 20
In a pack that's easy to store 2017 21 22 16 21 20
Was recommended by friends and family
1718 19 14 19 28 18
Re-sealable packaging - contents stay fresher for longer
1413 12 13 10 16 10
In an attractive, presentable pack 1412 13 15 17 12 13
(Mentions of 14% or higher shown; products with raw bases of 50+ shown)
Significantly higher than average
22
Top 10 point of purchase (POP) drivers (slide 3 of 3)
TOTAL
Cream ButterGouda and
Cheddar cheese
Cheese spread
Cottage cheese
Feta cheese
Total responses (wt.) (000's) 92662 2117 3395 8542 1754 936 866
% % % % % % %
You/your family love the taste 55 45 49 59 56 42 55
Good value for money 44 35 35 36 23 28 38
Always buy the same brand of this dairy product
40 26 31 32 26 16 38
You / your family love this brand 36 24 25 34 33 19 38
Is a brand that is always available 32 18 23 31 23 17 33
In a pack that's easy to transport or carry
22 20 21 20 17 23 28
In a pack that's easy to store 20 20 20 17 22 12 30
Was recommended by friends and family
17 20 18 14 13 9 21
Re-sealable packaging - contents stay fresher for longer
14 10 14 11 20 15 21
In an attractive, presentable pack 14 19 14 10 16 7 15
(Mentions of 14% or higher shown; products with raw bases of 50+ shown)
Significantly higher than average
23
Knowledge about dairy products
24
Knowledge about dairy products - route map
• The perceived percentage of fat in milk• The fat content of milk compared to that of derived oils and fats• Preferred sources of information about dairy products• Preferred information to show on packs• Consumers’ understanding of key milk-production issues
25
13
52 3
6
1 13
1
53
57
1
31
42 2 2
0 0 1 0 0 0
55
None
1 to
10
10 to
20
21 to
30
31 to
40
41 to
50
51 to
60
61 to
70
71 to
80
81 to
90
91 to
99
100
Don't
know
Full-cream milk Low-fat milk
%
The perceived percentage of fat in milk (Pop. (wt.) (‘000s) =31540)
Average = 45%
Average = 12%
Per cent fat content
Average = 12%
26
The fat content of milk compared to that of derived oils and fats
TOTAL Metro Non Metro
Black White Indian Coloured
LSM 1-3
LSM 4-5
LSM 6-8
LSM 9-10
Milk is better 34 36 33 35 29 40 32 31 32 40 34
Milk is the same
25 27 24 23 32 32 31 21 26 25 30
Milk is worse than
5 7 4 3 12 15 9 3 3 6 12
Don’t know 35 29 39 38 28 13 29 45 39 29 25
(Pop. (wt.) (‘000s) =31540)
Milk is not clearly perceived as a better option regarding fat content. This is not surprising as more than half the consumers said they didn’t know the fat content of either full-cream or low-fat milk. Indians are more likely than average to think that the fat in milk is worse than in derived oils and fats.
%
27
Full-cream milk is higher
Full-cream milk is the same as
Full-cream milk is lower Don't know
Fried potato chips (“slapchips") 33 12 39 17
Red meat 32 13 39 16
Margarine 32 17 36 16
Fast foods, like hamburgers 32 11 37 20
Chicken 25 16 44 15
Potato crisps or chips 22 17 38 22
Nuts 19 21 35 26
Biscuits and snacks 16 23 36 25
Fish 16 17 48 19
%
Comparison of fat content of full-cream milk with other popular foods
(Pop. (wt.) (‘000s) =31540)
On fried chips, red meat and margarine, consumers are divided as to whether the fat content in full-cream milk is higher or lower. With chicken, crisps, nuts, biscuits and fish, the tendency is to consider milk as lower in fat. About one in five consumers didn’t know how to answer.
28
Preferred sources of information about dairy products
65
33
31
25
24
23
22
20
19
18
16
16
14
13
24
27
46
20
31
25
36
31
38
33
33
28
34
33
12
39
23
55
45
53
43
49
44
49
51
56
52
55
TV
Social gatherings like stokvels, clubs, etc.
Radio
Internet/e-mail
Word of mouth
Talks or seminars
Magazines
In-store promotions
Adverts
Clinics
From the shop
Documentaries on TV
Billboards
SMS
1st choice 2nd choice 3rd choice
`
%
n=23631
n=1052
n=21142
n=801
n=7887
n=1434
n=8528
n=5761
n=5016
n=4265
n=7015
n=1692
n=4486
n=1311
The first choice for media will always be TV, but this does not mean that others should be discounted: Radio plays a far more important role than people tend to acknowledge, and WOM is, as we know from personal experience, powerful. Surprising is the high priority given to social gatherings as a source of information, especially amongst blacks.
Pop. (wt.) (‘000s) =
29
Preferred sources of information about dairy products – PC vote
25
15
7
6
6
6
6
5
5
4
4
4
4
4
TV
Radio
Magazines
Word of mouth
From the shop
In-store promotions
Adverts
Billboards
Clinics
Documentaries on TV
Talks or seminars
SMS
Internet/e-mail
Social gatherings like stokvels, clubs, etc. Total contribution
`
%
(Pop. (wt.) (‘000s) =31540)
30
Preferred information to show on packs – top 10 first choices (slide 1 of 2)
64
38
28
27
25
24
23
23
20
19
23
34
30
32
33
47
29
35
44
38
13
28
42
41
42
29
48
42
36
43
Expiry date
Fat content
Baking or cooking preparation suggestions
Allergy information
Nutritional benefits of ingredients
Quantity
Breed of animal
Dietary requirements for children, e.g. is itrecommended for children
Sugar content
Preservatives
1st choice 2nd choice 3rd choice
%
n=7623
n=10049
n=1961
n=3443
n=4250
n=902
n=4741
Pop. (wt.) (‘000s) =
n=4469
n=21675
n=9717
Expiry dates are extremely important, as is the nutritional benefits of the product and fat content. Quantity and sugar content are important secondary pieces of information.
31
Preferred information to show on packs – PC Vote
21
8
7
7
5
5
5
5
4
4
4
4
4
4
4
4
4
Expiry date
Nutritional benefits
Quantity
Fat content
Preservatives
Dietary requirements for children
Allergy information
Sugar content
Serving suggestions
Baking or cooking preparation suggestions
Endorsements
Place of origin in SA
Proudly SA logo
Helpline for queries
Breed of animal
Call centre for complaints
Country of origin
Total contribution
%
(Pop. (wt.) (‘000s) =31540)
32
65
56
69 69
62
4744
58
14
23
68 8
2730
14
You have a goodunderstanding of
the processwhereby milk ismade availableto consumers
You understandwhat is meant bypasteurisation
The health claimsmade about dairy
products arebelievable
You have trustand confidence in
the things thatpeople say aboutdairy products
Pasteurised milkis always
healthier andsafer than non-
pasteurised milk
All dairy brandsare essentially
the same
All dairy brandsare essentially ofthe same quality
There is enoughinformation
available aboutdairy products
and their benefits
TOTAL STRONGLY AGREE / AGREE . TOTAL DISAGREE / STRONGLY DISAGREE .
Consumers’ understanding of key milk-production issues (Pop. (wt.) (‘000s) =31540)
Information needs are mostly around the pasteurisation process, and quality differences amongst brands of the same dairy product. On most issues you find a bout a third of consumers implying that they are not too confident in their knowledge (i.e. they neither agreed nor disagreed with the statements).
33
Reason for feeling you don't have a good understanding of the process whereby milk is made available
TOTAL Metro Non Metro16-24years
25-34years
35-49years
Above 50
years
How is milk processed (from cow to consumer)? / everything about the process 33 38 30 43 42 26 25
Would like to know more about the ingredients/ is it mixed with something? 15 15 14 13 20 16 10
Where does the milk come from/from what is it derived? 6 3 8 8 4 9 4
Why do these products need to be pasteurized?/What is pasteurized? 6 7 5 6 8 3 7
Information must be written in a language we can understand 4 1 5 3 1 6 4
What do they put in the milk to keep it fresh (for so long)? 4 2 4 1 1 6 6
Nutritional information 3 5 2 1 2 4 5
What happens after milking the cow? 3 1 4 7 1 2 4
How is milk stored (in it's containers) ? 3 2 4 4 2 2 5
What is added to milk in boxes/long life milk? 2 1 3 0 3 2 4
How is milk cleaned (from cow to pack) ? 2 6 0 3 2 1 2
(Pop. (wt.) (‘000s) =4281)
There is clearly a need to understand the production process behind milk, especially amongst younger consumers in LSM 6-8 (the Aspiring segment – see next slide).
34
Reason for feeling you don't have a good understanding of the process whereby milk is made available
TOTAL LSM 1-3 LSM 4-5 LSM 6-8 LSM 9-10
FAMILY
WITH
CHILDR
EN
LIVING
AT
HOME
FAMILY
WITH
NO
CHILDR
EN
LIVING
AT
HOME
How is milk processed (from cow to consumer)? / everything about the process 33 23 35 44 32 34 25
Would like to know more about the ingredients/ is it mixed with something? 15 13 19 13 5 13 21
Where does the milk come from/from what is it derived? 6 6 8 5 4 7 4
Why do these products need to be pasteurized?/What is pasteurized? 6 5 7 5 9 6 5
Information must be written in a language we can understand 4 7 2 3 0 3 6
What do they put in the milk to keep it fresh (for so long)? 4 5 5 0 4 4 4
Nutritional information 3 5 2 3 0 3 4
What happens after milking the cow? 3 6 3 1 3 3 3
How is milk stored (in it's containers) ? 3 3 5 2 0 3 4
What is added to milk in boxes/long life milk? 2 6 0 0 2 3 1
How is milk cleaned (from cow to pack) ? 2 1 2 4 0 2 4
(Pop. (wt.) (‘000s) =4281)
35
Typologies
36
Roughly 5 types of adults…
Ambitious Independents
17%
Constrained Habituals
27%Accomplished Independents
14%
Aspiring Habituals22%
Unconstrained Habituals
20%
37
Age profile of typologies
3
12
16
15
52
18
23
18
25
27
42
31
25
35
12
37
34
41
25
9
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
16-24 25-34 35-49 Above 50
`
%
Typologies are differentiated along age: Unconstrained Habituals tend to be older than 34, with a large segment in the 35 – 49 age bracket. Constrained Habituals and Aspiring Habituals both generally tend to be older than 34. Accomplished Independents are also older than 34, with a large segment above 50 years old. Ambitious Independents are very likely younger than 25.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
38
Race profile of typologies
41
91
76
86
76
31
4
15
8
14
8
1
1
1
2
19
4
8
5
9
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
Black White Indian Coloured
`
%
Race is generally not a good indicator of typologies, except in the case of Unconstrained Habituals (vs. the rest of the clusters) where we see large proportions of white, coloured and Indian adults. In Accomplished Independents and Ambitious Independents there are also notable proportions of whites and coloureds. Constrained Habituals and Aspiring Habituals, on the other hand, are largely black.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
39
Sex profile of typologies
46
43
47
48
72
54
57
53
52
28
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
Male Female
`
%
Ambitious Independents is the only cluster with a strong sex bias: It largely comprises males.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
40
Regional profile of typologies
22
4
7
4
10
1
4
2
3
1
4
4
12
9
5
14
16
16
9
22
21
22
10
21
23
7
6
12
8
5
3
17
11
12
7
23
18
25
27
21
5
9
5
8
7
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
Western Cape Northern Cape Free State
Eastern Cape KwaZulu Natal Mpumalanga
Limpopo Gauteng North West
`
%
The Western Cape has a large population of Unconstrained Habituals (between mountain and sea…), and Eastern Cape of Ambitious Independents. KZN is short on Accomplished Independents, but this is where Mpumalanga is strong. Thanks to Limpopo, Gauteng doesn’t accommodate a large portion of Constrained Habituals.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
41
Community-size profile of typologies
54
27
31
36
39
46
73
69
64
61
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
Metro Non Metro
`
%
You will find Unconstrained Habituals mostly in the very large metropoles, like Cape Town, Durban, the Rand and Pretoria. On the other hand, Constrained Habitual keep to non-metro areas.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
42
LSM profile of typologies
10
35
31
28
25
17
34
29
31
29
35
25
27
30
30
38
6
13
11
16
Unconstrained Habituals
Constrained Habituals
AccomplishedIndependents
Aspiring Habituals
Ambitious Independents
LSM 1-3 LSM 4-5 LSM 6-8 LSM 9-10
`
%
Unconstrained Habituals count amongst the Aspiring and Priveleged, whereas Constrained Habituals are amongst the Subsisting and Surviving.
Accomplished Independents, Aspiring Habituals and Ambitious Independents are all equally likely to be Subsisting, Surviving or Aspiring.
Pop. (wt.) (‘000s) = 6 377
Pop. (wt.) (‘000s) = 8 606
Pop. (wt.) (‘000s) = 4 367
Pop. (wt.) (‘000s) = 6 973
Pop. (wt.) (‘000s) = 5 217
43
Products ever tried by different typologies (slide 1 of 2)
TOTALUnconstrained
HabitualsConstrained
HabitualsAccomplished Independents
Aspiring Habituals
Ambitious Independents
Pop (wt.) (000's) 31540 6377 8606 4367 6973 5217
% % % % % %
Fresh milk - full cream 90 92 91 86 90 90
Normal yoghurt 79 86 78 72 73 85
Maas/Amasi/Inkomaas/sour milk 78 60 90 73 79 81
Gouda and Cheddar cheese 70 87 64 58 65 74
UHT/Long-life milk - full cream 64 70 66 55 57 71
Drinking yoghurt 56 63 53 47 52 62
Butter 50 63 48 47 45 49
Sweetened condensed milk 45 56 43 45 41 38
Cream 41 60 33 39 34 40
Cheese spread 36 54 30 35 30 33
Significantly higher than average
Significantly lower than average
44
TOTALUnconstrained
HabitualsConstrained
HabitualsAccomplished Independents
Aspiring Habituals
Ambitious Independents
Pop (wt.) (000's) 31540 6377 8606 4367 6973 5217
% % % % % %
Baby milk powder 30 34 37 21 26 23
Fresh milk - low fat or 2% milk 25 44 16 23 19 25
Feta cheese 22 45 12 21 16 20
Cottage cheese 21 43 12 19 15 19
Flavoured milk 21 38 14 16 12 26
Buttermilk 18 32 13 17 15 15
UHT/ Long-life milk - low fat or 2%milk
18 32 11 19 13 18
Other cheese 18 28 14 15 14 17
Fresh milk - fat free milk or skimmed milk
11 19 7 10 10 11
UHT/ Long-life milk - fat free or skimmed milk
9 17 6 9 6 8
Organic milk 3 4 3 3 2 3
Nutritionally enhanced milk 2 2 4 1 2 1
Significantly higher than average
Significantly lower than average
Products ever tried by different typologies (slide 1 of 2)
45
Who are they? What do they feel? What do they think? What dairy do they use?
Unconstrained HabitualsPsychographic•Financially constrained, but not struggling•Some level of aspiration•Tend to be pessimistic about the future of SA•Very religious•Dairy is habitual part of daily diet•Brands are not key part of choiceDemographic•Older than 34, with many 35 – 59•Wide racial mix, with many W/C/I•Male or female•Major metros in WC, KZN, Gauteng•LSM 4+ (will have fridges, piped water, TV, appliances, etc.)
Dairy consumption•Unlikely to use maas•Very wide repertoire:
• Majors: fresh/UHT full cream milk, normal/drinking yoghurt, Gouda/Cheddar
• Butter• condensed milk• Cream• all cheeses• Buttermilk• low-fat UHT
46
Who are they? What do they feel? What do they think? What dairy do they use?
Constrained HabitualsPsychographic•Struggling financially; work hard survive•HIV concerns•Community, tradition focussed•Home life very important•Dairy is essential part of daily diet•Brand conscious (trust, tradition, heritage)Demographic•Older than 25•Mostly black•Male or female•Regions with large rural populations, esp. EC, KZN, Limpopo
•LSM 1 - 5
Dairy consumption•Heavy consumers of maas•Repertoire limited to major products:
• Fresh/UHT full-cream milk• Normal/drinking yoghurt• Gouda/cheddar
•A third to less than half use: Butter, condensed milk, cream, cheese spread, baby milk powder
47
Who are they? What do they feel? What do they think? What dairy do they use?
Accomplished IndependentsPsychographic•Focussed on the individual•Not financially constrained or struggling•Not concerned about achievement or ambition (have probably already made it
•Trends are not too important•Not community, religion or family focussed•Brand doesn’t play key role in dairy choice•Limited users of dairy; might have lactose concerns
Demographic•Older than 35, especially 50 years+•Largely black, with a reasonable white segment
•Male or female•Non-metro to large cities: Esp. Mpumalanga, EC, Free State, Gauteng. Not in KZN
•LSM 1 – 8: All but the very privileged
Dairy consumption•All major products:
• Fresh/UHT full-cream milk• Normal/drinking yoghurt…
•But much less than average usage of:• Gouda/cheddar (in this typology
probably more prevalent in upper LSMs)
•A third to half use:• UHT full cream• Drinking yoghurt• Butter• Condensed milk• Cream• Cheese spread
•Less likely than Constrained Habituals to use baby milk powder
48
Who are they? What do they feel? What do they think? What dairy do they use?
Aspiring HabitualsPsychographic•Find it difficult to make ends meet, but not unhappy; work hard to improve
•Very conscious of trends, what others think•Aware of the dictates of the community and cultural tradition
•Upbeat about SA’s future•Risk-tolerant: Like new things•Health conscious: Concerned about artificial ingredients
•Dairy is part of daily diet. Key need state: relieves stress
Demographic•Anyone older than 24•Mostly black, with some whites•Male or female•Similar regional profile to Constrained Habituals: Regions with large rural populations, but some metros included.
•LSM: All but the very privileged
Dairy consumption•Two thirds to all:
• The major dairy products: Fresh full-cream milk, yoghurt, maas, Gouda/Cheddar (not as much as Unconstrained Habituals)
•A third to half:• UHT full-cream milk• Butter• Condensed milk• Cream
•Less than a third – more than a fifth:• Cheese spread• Baby milk powder
49
Who are they? What do they feel? What do they think? What dairy do they use?
Ambitious IndependentsPsychographic•Keep up with fashion trends•Very ambitious: crave financial independence, achievement
•Love change, excitement, new things•Want acceptance from community, but not culturally bound
•Not religiously boundDemographic•Anyone younger than 35, especially 16 – 24•Largely black, with some whites and coloureds•Largely male•Large representation in Eastern Cape, but also in KZN and Gauteng
•Less rural than Constrained/Aspiring Habituals and Accomplished Independents, but not as urbanised as Unconstrained Habituals
•Any LSM
Dairy consumption•Two thirds to all:
• The major dairy products: Fresh full-cream milk, yoghurt, maas,
•Tracking closely to Unconstrained Habituals:
• Gouda/Cheddar • UHT full cream milk (second to
Unconstrained Habituals) • Drinking yoghurt
•A third to half:• Butter• Condensed milk• Cream• Cheese spread
•Less than a third – more than a fifth:• Baby milk powder• Fresh low-fat milk (2%)• Feta cheese
50
Post-debrief value-add
51
Additional analysis (slide 1 of 5)
KEY INSIGHT UPPER LSM INTERPRETATION METRO/NON-METRO
The dairy leaders are: Fresh full-cream milk, maas, normal yoghurt, gouda/cheddar and full-cream UHT milk. These products have a wide age range and, except for maas which is used predominantly by blacks and LSM 1 - 5, wide racial and LSM profile.
• In LSM 9-10 we notice the biggest difference: Though fresh full-cream is still the most prevalent core product, fresh low-fat milk, and UHT low-fat to an extent, are significantly more important than average.
• Maas almost completely loses its footprint in this sector.
• Occasional usage of normal yoghurt, Gouda/cheddar, butter, cream and cheese spread are all significantly more likely in this sector than average. However, these consumers are likely to claim decreased butter consumption in the last year.
• Fresh milk (full-cream and low fat) generally has a higher penetration in metro areas (especially low-fat) than non-metro.
• UHT full-cream milk; along with maas have significantly higher penetration in non-metro than metro areas.
• As with upper LSMs, especially 9 - 10, occasional usage of normal yoghurt, Gouda/cheddar, butter, cream and cheese spread are all significantly more likely in metros than non-metros.
52
Additional analysis (slide 2 of 5)
KEY INSIGHT UPPER LSM INTERPRETATION METRO/NON-METRO
Fresh full-cream milk (in hot drinks, with porridge) and maas (any time of day and meal replacement) are most likely candidates for future increased per capita consumption.
• LSM 9-10 has a similar view on fresh full-cream milk (i.e. intended future increased consumption), but is not likely to use any more maas in future than it does currently (which is very little).
• A wider than average range of products will be considered for increased future consumption, especially cheese in its various forms.
• Metro dwellers are generally less inclined than non-metro to say they should use more of any dairy product. This suggests that affordability and availability play key roles in non-metro consumers' consumption patterns.
Gouda/cheddar is attractive, but really expensive.
• There is no particular point worth making regarding LSM 9-10 in this regard, except that these consumers are quite likely to be occasional users of Gouda/cheddar. Core usage of Gouda/cheddar is, in fact, skewed towards LSM 4 - 8.
• The relationship of metro consumers to Gouda/cheddar echoes that of LSM 9-10 consumers: In metros people are much more likely to use cheese occasionally than in non-metros. However, one would find core users of cheese in any community size.
53
Additional analysis (slide 3 of 5)
KEY INSIGHT UPPER LSM INTERPRETATION METRO/NON-METRO
Interestingly, 2 in 5 buy fresh milk or maas once a month…
• LSM 9 -10 simply has the financial power to purchase whatever product more often. The incidence of once-monthly purchases of any dairy product is lowest in this sector.
• Metro consumers can afford to purchase goods more often, and goods are more easily available. This is reflected in significantly more metro consumers indicating weekly, or more regular, dairy product purchases.
Affordability is the key reason for lapsing products – especially cheeses, cream and butter face this fate.
• In LSM 9 -10, affordability does not play a key role in lapsing dairy products, but taste preference, the appearance of the product and the perceived high fat content (especially LSM 6-8) do.
• Only in LSM 1- 3 is a creamier look (higher fat content) desirable and acceptable.
• As a wide range of LSMs is found in metro areas, price plays as much of a role in lapsing products as it does in non-metro areas.
54
Additional analysis (slide 4 of 5)
KEY INSIGHT UPPER LSM INTERPRETATION METRO/NON-METRO
Core usage of low-fat 2% fresh milk is a good indicator of a wide dairy repertoire: Yoghurt, a variety of cheeses, cream, butter, cheese spread, and low-fat UHT milk.
• LSM 9 -10 accounts for 59% of low fat fresh milk consumption; and LSM 6 - 8 another 33%!
• These sectors can afford a wider dairy repertoire
• Consumption of low fat fresh milk is higher in metros than in non-metros.
Margarine is an obvious stand-in for butter.
• Interestingly, the profile of core butter users ranges from LSM 1 and peaks in LSM 6-8; it then declines in LSM 9-10.
• Lower LSMs might substitute margarine for cost reasons, upper LSMs for health reasons.
• There's more occasional usage of butter in metros than non-metros.
55
Additional analysis (slide 5 of 5)
KEY INSIGHT UPPER LSM INTERPRETATION METRO/NON-METRO
More than 50 per cent consumers don’t know the fat content of full-cream milk.
• As you go up in LSM, you are less likely to say "don't know". Still, there is no indication that upper LSM "know-alls" know any better!
• Metro consumers are less likely to say "don't know"; but again there is no indication that they actually know better than non-metro consumers.
Yoghurt (though seen as healthy) might lose out, as might butter (though it tastes nice).
• LSM 9 - 10 is more attached than average to normal yoghurt, and this sector is least likely of all to decrease yoghurt consumption in future.
• However, the largest portion of core usage sits in LSM 4 - 8 (i.e. 69%) where price sensitivity could play a role.
• Occasional usage of both normal and drinking yoghurt is significantly higher in metros than in non-metros, and consumers in metros are also more inclined to say that their yoghurt consumption has increased in the past year.
• Looking forward, non-metro consumers are, interestingly, more inclined to indicate that they should use more yoghurt in future.
56
Thank you for sharing head space with us
Related Documents
