According to MAPS, available through Eighty20’s Data Portal, the majority of individuals who consume Lucky Star canned fish (60%) are Black South Africans in LSM 6 or lower. Interestingly, the canned fish brand is disproportionately popular among affluent White South Africans. In fact, consumption of Lucky Star canned fish is over-indexed by 3X for White South Africans in LSM 9 and by 6X for LSM 10.

Access the newly released re-weighted and audited MAPS data on Eighty20’s Data Portal