Source: www.news.com.au

However, statistics from Dairy Australia show that most Australians still prefer fresh milk on their cereal.

UHT milk sales increased eight per cent from 195 million litres to 211 million litres in 2009/2010 over the year before, accounting for 9.3 per cent of total milk sales for the same period.

Associate Professor Frank Zumbo of the University of New South Wales, said the rise of UHT milk sales was currently not a threat to the big supermarkets as the long life product was low maintenance and did not require refrigeration costs.

"If the trend continued, it would be troubling, but at the moment it's clear consumers have a strong preference for fresh milk," he said.

The number was off a low base, where UHT had traditionally had a very low percentage of the market, he said today.

"But we are seeing the owners of UHT brands trying to lift their profile through increased advertising."

A survey of 2500 milk drinkers by consumer research centre Canstar Blue found that out of all Australians who had purchased milk in the past six months, those drinking Devondale UHT milk said they were happier than consumers of other brands, based on overall satisfaction, taste, health benefits and packaging.



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