The above claim is based on Danone data, on file, from an unbranded (blind) sequential monadic product test conducted in a Central Location Test in December 2020, in Johannesburg and Durban, with n=180 respondents, LSM 5-10, aged 25-45. This sample is representative of the universe of custard buyers, with a representative spread of brand usage, based on the following:
- All respondents were existing buyers of the Custard Ready to Eat category (based on purchase at least once a month)
- Consumption of the category is skewed towards Gauteng and KwaZulu Natal, so these locations were selected as representing the two biggest regions in South Africa (15049 tons for Johannesburg and 7888 tons for Durban, based on full year volume sales provided by Danone S.A., July 2020 – June 2021)
- The study included Ultramel, Clover and Parmalat, the three key players in the South African packaged custard market.
Products used in the study were purchased by MMR from retailers in South Africa, and tested blind in plastic cups.
Results of this study shows that 84% of respondents scored Ultramel 8-10 on a 10-point scale of Overall Liking, compared to 65% for Parmalat and 58% for Clover Classic. Ultramel’s score was significantly higher than scores for Parmalat and Clover Classic, at a 95% significance level (using a two-tailed test). In addition, Ultramel scored a mean of 8.8 on the 10 point scale of Overall Liking, significantly higher (at a 95% significance level, using a two-tailed test) than Parmalat (8.0) and Clover Classic (7.7).
In the same test, 75% of respondents strongly agreed that Ultramel “is the custard I love”, compared to 56% for Parmalat and 53% for Clover Classic. These results were, again, higher than scores for Parmalat and Clover Classic, at a 95% significance level (using a two-tailed test).