Brand names rule in battle for packaged dairy desserts

By RJ Whitehead

- Last updated on GMT

Brand names rule in battle for packaged dairy desserts
Almost 3.2m Australians eat a packaged dairy dessert such as a custard, mousse, chocolate pudding, creamy rice or fruity whip each month. 

Eaten by one in 25 Australians, Dairy Farmers Custard is one of the most popular products across all age groups. However, as the latest data from Roy Morgan Research shows, appeal for other products 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-plus age group. 

Conversely, the YoGo range and Nestlé Milo are most popular products for those under 25, but their popularity declines as the demographic gets older, and isn’t even in the top five for the over-50s. 

Supermarket brands have not made a significant impact in many categories, coming in at number five among the 35-49 year-old group and number four among 14-24 year-olds.

Nestlé Mousse is the top pick among 25-34-year-olds, but is replaced at the top by Dairy Farmers Custard in groups over 35. 

Meanwhile, it is only among the over 50s that Yoplait Le Rice and Divine Classic Crème Caramel make an appearance.    

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​,” said Angela Smith of Roy Morgan Research.

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