2016 – Fresh Milk Ratings

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Most Satisfied Customers | Devondale

Only Devondale scored five-stars for overall satisfaction. It also scored highest in terms of taste, packaging design and freshness.

Devondale rules for fresh milk moustaches

Think about the first thing you do in the morning. After heading to the bathroom and checking your mobile phone, there’s a good chance it involves opening the fridge and reaching for your favourite fresh milk, whether it’s for cereal or your routine cup of coffee. No fridge is complete without a bottle of fresh milk – hence why we often end up running to the shops to buy a pint or two when we realise we’ve run out. It’s probably one of the most regularly purchased items from supermarkets.

But which fresh milk is rated highest by consumers? You may have noticed that fresh milk has been in the news quite a bit recently, with the a2 Milk Company in particular making headlines and striking debate about the types of protein found in cow’s milk. Despite some bad press, a2 Milk is reportedly selling very well in the so-called “milk wars”. But at Canstar Blue, we’re more interested in customer satisfaction than market share, and while a2 Milk performed strongly in our ratings, only Devondale scored five-stars for overall satisfaction. It also scored highest in terms of taste, packaging design and freshness.

In addition to the usual full cream, semi skimmed and skimmed milks, Devondale also produces a number of other products with increased levels of iron, vitamins or calcium, plus reduced fat or cholesterol drinks. It even produces milk specifically for frothy coffees, as well as chocolate and other flavoured milks. At about $1.50 per litre, Devondale milk will cost you roughly 50% more than your average supermarket private label brand fresh milk but in this instance, consumers obviously think it’s worth it.

You may like to know that Devondale also scored well in our ratings for long life milk, but Coles came out on top overall in that category. Check out Devondale’s full range of milk products on its website.

What do consumers look for in fresh milk?

Some people enjoy drinking any type of milk, while others have specific dietary requirements. Overall, what do consumers look for when they buy fresh milk from a supermarket or grocer?

  • Price: 73%
  • Taste / quality: 69%
  • Brand: 35%
  • Ingredients: 30%

It’s interesting to find that despite being a relatively low cost grocery item, price is still a major factor for almost three-quarters of shoppers, which suggests they are likely to buy whichever milk happens to cheapest on any given day. But taste is also hugely important, so the brand that can strike the perfect balance between quality and price will be onto a winner. In 2016, that milk appears to be Devondale.

Click here to read our customer satisfaction ratings for long life milk and other grocery items.

Frequently asked questions

Canstar Blue commissioned Colmar Brunton to survey 3,000 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased and drunk fresh milk from a supermarket or grocer in the last three months – in this case, 2,055 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.