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Litreship battles: Coles and Woolworths home-brand milks tied for first as Dairy Farmers and Pura continue to fall

Source: Roy Morgan Single Source (Australia), April 2008 –March 2013, average annual n = 19,615

The milk pricing war between retail giants Coles and Woolworths has come to a draw: in the year to March 2013 22% of Australians bought either supermarket’s home-brand milk in average four weeks. 

Home-brand milk sales at both supermarkets has declined after peaking at 26% for Woolworths and 24% for Coles in March 2012—the first full year of data after Coles introduced its controversial $1 per litre pricing strategy and Woolworths quickly matched it.  

Sales of Dairy Farmers and Pura branded milks—already on the decline before the pricing battle—both fell for the fifth straight year and are now purchased by only 16% and 8% of Australians respectively. Pauls has stayed at 10% with Australians buying the brand, and newer entrant A2 rose from 4% last year to 6% now.

Top 6 white milk brands purchased by Australians in an average 4 week period

Source: Roy Morgan Single Source (Australia), April 2008 –March 2013, average annual n = 19,615

Angela Smith, Group Account Manager, Roy Morgan Research, says:

“Heavy price cuts and fierce competition by supermarket home brands have clearly cemented their place in the market while the top two branded white milk brands have declined in popularity.

“However, as the instigator of the $1 a litre campaign only Coles, not Woolworths, has seen growth since 2011.

“In this changing industry, it is important for milk companies to understand the detailed market trends of their brands and competitors to ensure they remain competitive.”

For comments or more information please contact:

Angela Smith

Group Account Manager Consumer Products

Telephone: +61 (2) 9021 9100

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%