Rascasse Audience Intelligence

Milk Audience in Australia

A data profile of the people who buy, follow and care about Milk in Australia — modelled from more than twelve digital signal sources. Milk has an estimated audience of 4,267,156 people in Australia.

#3among Beverage in Australia
#343among Topic in Australia
#41in Food & Beverages

The average Milk fan in Australia is 42.7 years old, more female, and lives primarily in New South Wales.

The audience is concentrated in New South Wales, Victoria, Queensland.

Top brand affinities include Dan Murphy's, Chocolate, Sugar, with strongest over-indexing on Dan Murphy's (1.59× the country average).

Demographically, the Milk audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.

The typical Milk fan in Australia is more female, around 42.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Dan Murphy's.

Category: Food & Beverages · Type: Topic · Subtype: Beverage

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Milk profile in Australia.

Audience size
4.3M
in Australia
Gender
63.2%♀
36.8% male
Age
42.7
average years
Country rank
#483
Topic in Australia
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Milk fans

63.2% are female, 36.8% are male, average age 42.7.

Fig. 02

Gender split

63.2%
Female
36.8%
Male
Demographic split for Milk audience in Australia
MetricValue
Female63.2%
Male36.8%
Average age42.7
Estimated audience size4,267,156
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Milk audience in Australia
Age bracketShare%
16-1912%
20-2919%
30-3919%
40-4921%
50+30%
Fig. 04

Worldwide distribution

2.0%

of the worldwide Milk audience comes from Australia.

Worldwide audience distribution share by country for Milk
CountryShare
United States19.3%
Italy5.3%
Brazil4.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Australia average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Milk audience in Australia is strongest.

Fig. 05

Top regions by affinity

Milk fans by region: top regions in Australia
#RegionReachAffinity×
01South Australia~400K1.18×
02Western Australia~600K1.16×
03Victoria~1.5M1.09×
04New South Wales~1.5M1.01×
05Queensland~1M1.01×
06Tasmania~80K0.91×
07Australian Capital Territory~80K0.90×
08Northern Territory~30K0.87×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Milk audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Milk audience
#·InterestCategoryAffinity×
01CadburyShopping2.97×
02ButterFood & Beverages2.27×
03Dairy productFood & Beverages2.13×
04Hot chocolateFood & Beverages2.01×
05YogurtFood & Beverages1.92×
06AgronomyHome & Garden1.75×
07DairyFood & Beverages1.71×
08Drinking waterFood & Beverages1.65×
09SheepPets & Animals1.64×
10FlourFood & Beverages1.63×
11Dan Murphy'sFood & Beverages1.59×
12GoatPets & Animals1.59×
13CerealFood & Beverages1.58×
14SweetnessFood & Beverages1.58×
15RiceFood & Beverages1.58×
16SugarFood & Beverages1.56×
17Soft drinksFood & Beverages1.54×
18DoughFood & Beverages1.54×
19PigPets & Animals1.53×
20ChocolateFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Milk audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Milk audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.30×
Community OrientationOPEN1.21×
Price SensitivityPREMIUM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Milk audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.94×
Luxury OrientationPREMIUM0.94×
Pet OwnershipJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Milk have in Australia?

Milk has an estimated audience of 4,267,156 people in Australia, concentrated in New South Wales and Victoria.

02

What is the gender split and age of Milk fans?

63.2% of Milk fans are female, 36.8% are male, with an average age of 42.7 years.

03

Which brands do Milk fans like most?

Milk fans show strongest brand affinity for Dan Murphy's (1.59×), Chocolate (1.51×), and Sugar (1.56×) over the country average.

04

Where do Milk fans live in Australia?

Milk fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1.5M), and Queensland (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Milk fans also like?

Beyond Milk itself, the audience over-indexes on Chocolate (1.51×), Sugar (1.56×), Dairy product (2.13×), and Butter (2.27×) compared to the Australia average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Beverage audiences in Australia

See Milk audiences in other countries

How to read this data

Audience size is the estimated number of people in Australia who actively search for Milk. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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