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Average monthly purchases of packaged noodles across household groups, May 2013–November 2017. Note: The dashed lines indicate the Scandal period from May 2015 to November 2015. Household groups are classified based on their purchase frequency of Maggi noodles in the 24 months prior to the Scandal: 24 months for Monthly buyer; 13–23 months for Frequent buyer; 1–12 months for Infrequent buyer; 0 month for Non-buyer.
