* Overall satisfaction is an individual rating and not a combined total of all ratings. By default, brands with equal overall satisfaction ratings are sorted by the mean overall satisfaction score as rated by consumers. You can click the arrows at the top of any column in the table to sort by the results in that column. Canstar Blue research finalised in June 2022, published in June 2022.
Woolworths ‘bakes it’ to the top spot in flour ratings
When it comes to baking, it’s hard to find a recipe that doesn’t call for the power of flour. It makes cakes and muffins rise sky-high, it gives dough that deliciously chewy bite and it keeps all the extra goodies like chocolate chips, fruit, and nuts nicely spread throughout the baked goods, where they belong. Aussies understand the importance of flour, which is probably why 72% keep it as a staple in their pantry, while 40% are happy to throw the cheapest brand in the trolley, as long as they tick it off the shopping list. So which brands rose to the top, and which took a battering?
How we rate flour brands
With the majority of people keeping flour as a pantry staple, it is an important product to consumers. While there is a huge variety of flour types out there, Aussies like to keep it traditional, with over half (54%) sticking to plain flour, about a third dipping into self-raising (32%), and a smaller number opting for wholemeal flour (13%). Such discerning flour buyers should find our brand reviews quite helpful.
Respondents rate their satisfaction with their flour brand from zero to ten, where zero is extremely dissatisfied and ten is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:
Overall satisfaction: measures consumer satisfaction with a flour brand as an individual score NOT a combined total of all criteria.
Texture & consistency: the flour had a sieved, even texture.
Range variety: the brand offered a good variety of product options (i.e. plain flour, self-raising, wholemeal, etc.).
Packaging appeal: the product packaging was aesthetically pleasing and protected the product well.
Value for money: cost is low for the quantity and quality of the product.
The winning brand is the one that receives the highest Overall satisfaction rating once all the scores from the Overall satisfaction criteria are combined and averaged.
Overall satisfaction is asked as a specific question and represents an individual measure, not a combined total of all criteria.
When we cannot determine a clear winner from the criteria for the Overall satisfaction rating, we will then look at the other criteria measured in the rating.
The brand with the highest number of five-star ratings within the supporting criteria will become the five-star recipient in overall satisfaction, and thus win the award. If a clear leader still cannot be determined from the supporting criteria, joint winners will be declared.
Brands must have received at least 30 responses to be included, so not all brands available in the market have been compared in this survey. The brands rated in this survey are listed below in order of best overall satisfaction.
The Healthy Baker
ALDI White Mill
Macro Organic (Woolworths)
Woolworths rose to the occasion by scooping up five stars for texture and consistency, value for money, range variety, and overall satisfaction.
The Healthy Baker and White Wings also pleased bakers, bringing in five stars for texture and consistency, with The Healthy Baker additionally scoring top marks for packaging appeal and variety.
The remaining brands all earned four stars for overall satisfaction, except for Macro Organic which landed three stars.
Woolworths homebrand flour is an ideal choice for keen bakers and novices looking for a great deal on their ingredients. The range includes plain, self-raising, wholemeal, wholemeal self-raising, plain gluten-free, and wholemeal gluten-free options. You can pick up a 1kg bag of these flours at any Woolworths supermarket for anywhere between $1 and $4, depending on the flour type.
Woolworths scored five stars for texture and consistency, value for money, variety, and overall satisfaction. It landed on three stars for packaging appeal.
What’s the difference between baking flour and all-purpose flour?
Baking flour is the American term for self-raising flour, as this is the most common use of this flour. Self-raising flour has added leavening agents which help the dough rise without having to add yeast, giving you that dream choc chip muffin top spilling over the wrapper.
All-purpose flour is the American term for plain flour, as it has nothing added to it, making it suitable for use in cakes as well as gravies, soups, and sauces. If you want to make self-raising flour from plain flour, you just need to add baking powder, a product you can easily pick up from supermarkets.