Dairy farmers want plant-based drinks to stop using the word ‘milk’. But does it really confuse consumers?

Dr Courtney Stewart was featured on ABC Rural’s SA Country Hour, providing expert commentary on whether the use of the word “milk” on plant-based beverages genuinely misleads Australian consumers.

The segment followed a UK Supreme Court ruling that prevented Oatly from using the phrase “Post Milk Generation” in its marketing, prompting renewed calls from Australian dairy representatives for tighter domestic labelling laws.

Dr Stewart noted that the UK decision was not surprising, given the long-standing controversy around dairy terminology in European markets. She explained that the ruling effectively provides a clearer legal “playbook” for companies operating in jurisdictions where “milk” is a protected term.

However, she emphasised that Australia’s regulatory focus differs from the UK. Drawing on research conducted by Food Standards Australia New Zealand (FSANZ), Dr Stewart highlighted that Australian consumers are generally able to distinguish between dairy and plant-based alternatives.

Importantly, the evidence suggests that confusion is not driven primarily by the word “milk” itself, but rather by packaging imagery. Where plant-based products feature animal imagery or visual cues associated with dairy – such as cows – consumers may momentarily misinterpret the product’s origin. In contrast, clear plant-based qualifiers alongside accurate branding reduce the risk of misleading impressions.

Dr Stewart’s commentary reinforced that regulatory reform in Australia is more likely to centre on presentation, qualifiers and imagery – particularly through the development of an industry code of practice – rather than an outright ban on plant-based beverages using the term “milk.”

This feature highlights Courtney’s expertise in food labelling regulation, consumer perception research and evidence-based policy interpretation in highly contested food terminology debates.

Listen to the interview here or read the article here

If you are seeking expert media commentary or industry insight on food labelling, plant-based terminology, regulatory reform or health claim compliance, we welcome enquiries. Get in touch via our contact page: https://nprconsulting.com.au/contact/