Consumption Funnel

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam

Ever Tried

Consumed in Past 1 Year

Consumed in Past 3 Months

Consumed in Past 7 Days


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

S11. In the past 7 days, have you personally consumed < CATEGORY > at home, at a restaurant, during travel or anywhere else?

S12. When was the last time you had < CATEGORY CODED ‘NO’ and ‘DON’T REMEMBER’ IN S11>? It could be at home, at a restaurant, during travel or anywhere else?

Frequency of Consumption

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

S13. You said you have had < CATEGORY >? recently. How often do you usually have?

Sub-Categories

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C2. On this most recent occasion, please select the type of Dairy Milk (from Cows) you had?

How is it Consumed?

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C5. How did you have it on this occasion?

Accompanied with…

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C10. Did you have it along with anything else or by itself on this occasion?

Temperature of Milk

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C4b. Did you have it…?

Packaging Size

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C7. Was it…?

Packaging Type

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C6. What type of packaging did it come in?

Time of Consumption

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C6. What type of packaging did it come in?

Place of Consumption

Dairy Milk

COUNTRY

H1'25

SEA

Singapore

Thailand

Malaysia

Indonesia

Philippines

Vietnam


Ever Tried		92%	86%	78%	78%	78%
Past 1 Year	98%	95%	90%	82%	82%	82%
Past 3 Months		92%	86%	77%	77%	77%
Past 7 Days		92%

Sig. High/Low vs. SEA H1’25 at 95% CI

SEA

Q1'25 Q2'25

C9. Where did you have it?