The Enduring Popularity of Top Brands in Mauritius and the Case for Government Subsidies

Mauritians have long demonstrated a profound loyalty to certain brands that have become integral to their daily lives, as highlighted in a 2025 survey by Retail Scan Services, published by Le Défi Media Group. The survey identifies top brands across various categories, such as biscuits (LU), tea (La Chartreuse, Bois Chéri), chocolate (Cadbury), and toothpaste (Colgate). Beyond these, Mauritians rely on a wide array of products, from powdered milk (e.g., Anchor, Red Cow) to rice (e.g., Taj, Daawat), flour (e.g., Les Moulins de la Concorde), and even laundry detergents (e.g., Ariel, Omo). These brands are not merely consumer goods; they are woven into the cultural, social, and economic fabric of Mauritius. This article explores why these brands have endured for decades, their significance in Mauritian society, and the compelling case for government subsidies to ensure their affordability and accessibility for all citizens.

The Cultural Significance of Top Brands in Mauritius

The Retail Scan Services survey underscores the deep-rooted presence of certain brands in Mauritian households. For instance, LU biscuits lead with nearly 20% of citations, followed by Oreo and Creamcrackers, while La Chartreuse (18.2%) and Bois Chéri (17.6%) dominate the tea category. Cadbury holds a 21.5% share in chocolate preferences, and toothpaste brands like Colgate, Signal, Sensodyne, and Aquafresh collectively account for over 77% of citations. However, the survey only scratches the surface of the vast array of products Mauritians cherish. From powdered milk brands like Farmland, Twin Cow, and Island Dairy to rice varieties such as Taj, Fatima Gold, and Raj Mahal, these products cater to diverse culinary and household needs. Similarly, flour from Les Moulins de la Concorde, sugar from Selva, and pasta from Panzani are staples in Mauritian kitchens.

These brands have become synonymous with Mauritian traditions and routines. A morning in Mauritius might begin with a cup of Bois Chéri tea and a slice of bread spread with Flora margarine, followed by a brushing session with Colgate toothpaste. Lunch preparations could involve cooking Taj rice, seasoning with Dina salt, and perhaps frying Chantecler chicken or serving it with McCain frozen fries. For dessert, a Cadbury chocolate bar or a scoop of Miko ice cream might be enjoyed. These products are omnipresent, bridging urban and rural communities through shared consumption habits. The survey, based on interviews with 1,339 Mauritians primarily responsible for household purchases, confirms that these brands resonate across socioeconomic and geographic divides.

The diversity of preferred brands reflects both local pride and global influence. Local brands like Bois Chéri (tea), Les Moulins de la Concorde (flour), and Chantecler (poultry) embody Mauritius’ agricultural and manufacturing heritage, while international brands like Colgate, Cadbury, and Pampers (diapers) bring global quality standards to the island. This blend of “Made in Moris” and international products creates a unique consumer identity, where affordability and accessibility have historically enabled these brands to thrive in markets from Port Louis to Flacq.

A Comprehensive Look at Mauritian Consumer Preferences

To fully appreciate the scope of brand loyalty in Mauritius, consider the extensive range of products Mauritians rely on daily, as evidenced by a detailed product catalog:

• Powdered Milk: Farmland, Red Cow, Twin Cow, Anchor, Cowland, Snowy, Dolly, Promex, Leader, Island Dairy
• Rice: Taj, Alishaan, Fatima Gold, Classic Gold, Raj Mahal, Daawat, Heritage, Rimilda, Cercle Vert, 5 Star
• Flour: Les Moulins de la Concorde, STC, Blédor, LKS, Eagle Brand, Chakki Atta
• Sugar: Selva, Top, Dina, Winner’s, RKS, Orient, Kara, Canderel, Sweet Dodo, King
• Pasta: Panzani, Panda, San Remo, Faucon, Barilla, Pasta Zara, National, Pasta Joy, Carnaval, Pasta Mondo
• UHT Milk: Candia, Red Cow, Twin Cow, Anchor, Clover, Parmalat, Elle & Vire, Snowy, Arla, Everfresh
• Cheese: Kraft, Bega, Melbourne, Cheddar, Arla, La Vache Qui Rit, Chesdale, Hajdu
• Margarine & Butter: Flora, Tara, Blue Band, Mother’s Choice, Olive Grove, Meadowlea, Red Feather, Erica, 5 Star, Miracle
• Poultry: Chantecler, Prodigal, Label 60, Chantefrais, Marilyn, Carmen, Poulet Fermier, Poulet Tantine
• Ice Cream: Miko, Treat, Magnum, Dairymaid, Kulfidream, La Tropicale, Dione, Tiptop, Adelie, Tamarino
• Curdled Milk: Dahi, Yoplait, Dairyvale, D’Light, Milkyboy, Coolzone, Eviews, Milait
• Drinking Yoghurt: Yoplait, Dairyvale, Kefir, Pascual, Clover, Actimel, D’Light, Danone
• Fruit Juice: Ceres, Sunny, Sungold, J, Tipco, Nature’s Juice, Rhodes, Dewlands, Camisa, Faucon
• Iced Tea: Fuze Tea, Lipton, Bois Chéri, Pokka, Nature’s Juice
• Water: Vital, Crystal, Aqua Spring, Valspring, Evian, Eau Vive, Perrier, Ola, Volvic, Fontaliste
• Shampoo: Elseve, Garnier, Head & Shoulders, L’Oréal, Vatika, Timotei, Fructis, Ultra Doux, Dove, Dop
• Toothpaste: Colgate, Signal, Aquafresh, Sensodyne, Dentamax, Dabur, Oral-B, Freshine, Red Seal, Elgydium
• Energy Drinks: Monster, Red Bull, Lucozade, Black Fury, Malta, Guinness, Dragon, 3 Horses, Altavida, Kabisa, Bullet
• Salty Snacks: Doritos, Lays, Twisties, Pringles, Willards, Sev, Tropic, Shapes, Royal Snacks, Pluie d’Orée
• Tea: La Chartreuse, Bois Chéri, Corson, 3 Pavillons, Twinnings, 3 Dames, Tetley, Maurice Bay, Lipton
• Yoghurt: Yoplait, Dairyvale, D’Light, Elle & Vire, Pascual, Danone, Les Délices de Labourdonnais, Zottis
• Chicken Franks: Farmstead, Doux, Sadia, Seara, Perdix, Lezita, Cuisto, Chiko, Dewfresh, Charcuterie Île de France
• Frozen Fries: McCain, Aviko, Lutosa, Ecofrost, St Eloi, Winner’s, Marquise, Farmfrites, Nowaco, Leader Price
• Canned Fish: Tropical, Josiane, Trebon, Glenryck, Lucky Star, Petit Navire, Mackerel, Kingfisher, Leader, Atlantic
• Baby Diapers: Pampers, Bebecalin, Bebedou, Mignon, Shee Shee, Taffy, Huggies, Giggles, Bonfix
• Toothbrushes: Colgate, Signal, Aquafresh, Sensodyne, Oral-B, Formula, Trisa, Dentamax, Tepe, Wisdom
• Laundry Products: Le Chat, Ariel, Omo, Fairy, Le Chic, Spark, Soupline, Xtra, Blue Magic, La Moricienne

This extensive list highlights the diversity of brands that cater to every aspect of Mauritian life, from breakfast staples to hygiene essentials and even indulgent treats. These products, both local and imported, have become indispensable, reflecting the island’s multicultural palate and practical needs.

Why These Brands Endure

The longevity of these brands in Mauritius can be attributed to several key factors:

1. Quality and Consistency: Brands like Colgate, Cadbury, and Les Moulins de la Concorde have earned consumer trust through consistent quality. The survey emphasizes that quality is a primary driver of consumer choice, alongside taste and packaging.
2. Cultural Resonance: Many brands have tailored their offerings to Mauritian preferences. For instance, Bois Chéri tea aligns with the island’s love for robust flavors, while Panzani pasta suits the Creole and Indo-Mauritian dishes that dominate local cuisine. Similarly, Chantecler poultry is a go-to for family meals.
3. Affordability and Availability: Historically, these brands have been priced to be accessible across income levels, as noted in the survey. Products like Taj rice, Anchor milk, and Winner’s sugar are stocked in supermarkets like Winner’s and smaller shops alike, ensuring widespread availability.
4. Marketing and Brand Recall: Effective advertising has kept these brands at the forefront of consumer minds. The survey’s finding that 18 biscuit brands account for 78% of citations reflects the power of branding, a strategy also evident in categories like shampoo (e.g., Garnier, L’Oréal) and snacks (e.g., Doritos, Lays).
5. Emotional Connection: Brands evoke nostalgia and shared experiences. A bowl of Taj rice might recall family gatherings, while a Yoplait yoghurt could remind someone of childhood snacks. These emotional ties strengthen brand loyalty across generations.

The Case for Government Subsidies

Given the integral role these brands play in Mauritian society, there is a compelling case for the Government of Mauritius to subsidize these products to ensure their affordability and accessibility. The extensive product list above underscores the breadth of categories that warrant consideration, from essentials like rice and milk to hygiene products and baby care. Below are key arguments for subsidies:

1. Ensuring Affordability Amid Economic Pressures

Mauritius faces economic challenges, including inflation, which affects household budgets. The Retail Scan survey highlights price as a critical factor in consumer choices. Subsidizing staples like Taj rice, Les Moulins de la Concorde flour, Anchor milk powder, and Colgate toothpaste would alleviate financial strain, particularly for low-income families in rural areas like Flacq or urban centers like Rose Hill. Similarly, baby diapers (e.g., Pampers, Huggies) and laundry products (e.g., Ariel, Omo) are non-negotiable expenses for families, and subsidies could make them more manageable.

2. Supporting Public Health

Hygiene products like Colgate, Signal, and Sensodyne toothpaste, alongside toothbrushes from Oral-B, are critical for oral health, with the survey noting their market dominance. Subsidies could encourage consistent use, reducing dental health costs for the public system. Likewise, UHT milk (e.g., Candia, Clover) and powdered milk (e.g., Red Cow, Anchor) provide essential nutrition, particularly for children, while tea (e.g., Bois Chéri) offers a healthier alternative to sugary drinks like Fuze Tea or Red Bull.

3. Preserving Cultural Heritage

Local brands like Bois Chéri (tea), Les Moulins de la Concorde (flour), and Chantecler (poultry) are symbols of Mauritian identity. Subsidies for these products would bolster local industries, create jobs, and support the “Made in Moris” movement, which the survey notes is gaining traction. For instance, ensuring affordable access to Bois Chéri tea or Dina sugar reinforces cultural pride while sustaining local agriculture.

4. Mitigating Inflation’s Impact

Global inflation, as referenced in economic discussions, has increased the cost of imported goods like Panzani pasta, Cadbury chocolate, and Garnier shampoo. Subsidies could stabilize prices for these and local alternatives, aligning with government efforts to enhance living standards, such as the universal pension highlighted in recent budgets.

5. Promoting Economic Stability

Subsidies for brands like Chantecler, Les Moulins de la Concorde, and Island Dairy would sustain demand, protect jobs, and support local manufacturing and agriculture. The survey notes Chantecler’s 48.3% spontaneous notoriety in poultry, reflecting its economic significance. Similarly, imported brands like Colgate and Pampers support distributors and retailers, contributing to economic activity.

6. Encouraging Sustainable Consumption

Subsidies could incentivize sustainable practices by prioritizing brands with eco-friendly packaging or local production, such as Bois Chéri or La Moricienne detergent. This aligns with global sustainability trends and consumer preferences for quality and locality, as per the survey.

Potential Challenges and Considerations

While subsidies offer clear benefits, challenges must be addressed:

• Fiscal Constraints: Subsidies require careful budgeting. The government could prioritize high-impact categories like rice, milk, and hygiene products to optimize resources.
• Market Distortion: Subsidizing specific brands risks disadvantaging smaller competitors. A category-based subsidy (e.g., all rice or toothpaste) would maintain consumer choice.
• Implementation: Effective subsidy distribution requires partnerships with retailers like Winner’s to ensure benefits reach consumers, not intermediaries.

The brands cherished by Mauritians—from Bois Chéri tea to Colgate toothpaste, Taj rice to Pampers diapers—are more than products; they are pillars of daily life, culture, and identity. The Retail Scan Services survey and the extensive product list above highlight their enduring popularity, driven by quality, affordability, and emotional resonance. By subsidizing these products, the Government of Mauritius can ensure their accessibility, support public health, preserve cultural heritage, and promote economic stability. Despite challenges, a targeted subsidy program could enhance Mauritian well-being while celebrating the island’s unique blend of local and global brand loyalty. As Mauritius navigates economic and social changes, investing in these trusted brands is an investment in its people and their cherished way of life.