Compare milk brands Farmers’ Own, Norco, ALDI, Dairy Farmers, PURA, Brownes, Pauls, Coles, a2 Milk, Zymil, Woolworths, Devondale and Harvey Fresh on taste, value for money, packaging design and overall customer satisfaction.
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* 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 March 2019, published in March 2019.
Farmers’ Own from Woolworths leads our fresh milk ratings, with five-star reviews on overall customer satisfaction, taste, value for money and packaging design.
Woolworths shakes up fresh milk ratings with Farmers’ Own brand
As mum would always say, don’t forget the bread and milk when you head to the shops. They were and still are the essentials for an average Aussie household. And there’s certainly no lack of choice when it comes to buying fresh milk. In recent times, however, there has been a greater push towards supporting dairy farmers, influencing brands and prices on supermarket shelves. Our latest survey found that only one in four Aussie consumers (25%) buy whichever brand is the cheapest, while two in five (41%) buy a brand of milk that they think supports Australian dairy farmers.
Our annual milk review puts aside the type of milk consumers buy, plus how much they pay for it, and focuses primarily on brands that have been rated the highest across the country based on taste, value for money, packaging design and overall customer satisfaction. More than 1,500 Australian adults took part in our latest ratings, to tell us what they thought of the brand of fresh milk they most recently purchased. The consumers have spoken – 13 brands made it into this year’s review, but only Farmers’ Own took out top spot for overall satisfaction in 2019. If you don’t know, Farmers’ Own is a Woolworths-owned fresh milk brand, sold exclusively in Woolies’ stores.
The 13 brands to be featured in our 2019 fresh milk review were rated in the following order for overall customer satisfaction:
1st Farmers’ Own
3rd ALDI Farmdale
4th Dairy Farmers
9th a2 Milk
13th Harvey Fresh
Norco, ALDI, Dairy Farmers, PURA, Brownes and Pauls got four stars for overall satisfaction, while Coles, a2 Milk, Zymil, Woolworths, Devondale and Harvey Fresh were left on just three stars.
Norco was the only other brand, alongside Farmers’ Own, to get five stars for its packaging design. While packaging shouldn’t make any difference to the overall product, it’s helpful when a bottle of milk is easy to open and pour, making those busy mornings with the kids easier to get through.
Half of survey respondents (50%) always buy the same brand of milk and maybe, for some, it’s because of the design. Only 14% said they buy milk with particular ingredients or nutritional value.
If supporting local farmers is important to you, then it would be wise to do your research and go for a brand that supports your values. More than half of survey respondents (56%) feel that the supermarkets should be doing more to help Australian dairy farmers, with two in five (41%) saying they’d be happy to pay more for a supermarket private label if some of the money went to the farmers.
These numbers have decreased from last year when 90% said they think supermarkets should be doing more and 68% said they would be happy to pay more. As of early this year, Woolworths, Coles and ALDI increased prices on their supermarket-branded fresh milk, with the additional proceeds stated to go to dairy farmers.
About the winner – Farmers’ Own
Farmers’ Own fresh milk is said to come from a group of Aussie dairy farmers that have partnered with Woolworths. The Farmers’ Own initiative was started in 2013, with farmers from the Manning Valley in NSW. The brand began with a trial of eight local stores within the Manning Valley and 12 Sydney stores. The brand has now expanded into VIC, QLD, WA, SA and NT, building direct relationships with farmers from key provincial areas within these states (Margaret River WA. Otways Regions VIC, Sunshine Coast Hinterland QLD and Barossa Mid North Region SA). It offers homogenised full cream milk and lite milk in 3L and 2L varieties.
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and drunk fresh milk from a supermarket or grocer within the last 3 months – in this case, 1,689 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 by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
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