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Three in five milk buyers say they would never buy milk produced in large indoor dairies

Published:1 September 2010
Fieldwork:4 - 10 June 2010
Source:Ipsos MORI / World Society for the Protection of Animals (WSPA)
Keywords:Animal welfare, Charities, Farming, Food/diet, Third Sector
(Click on keywords to find related Research)

The results of a recent Ipsos MORI survey, commissioned by the World Society for the Protection of Animals (WSPA) show that three in five (61%) adults across Great Britain who buy milk say they would never buy it produced in large-scale indoor dairy sheds 1.

Other key findings include:

  • Nine in ten (90%) British adults buy milk at least once a week; 
  • The majority of the British public view milk as being fresh (70%) and healthy (52%); many who purchase milk at least once a week said they associate milk with the vision of cows grazing in a field (48%); and
  • Not including price, in general the most important consideration to those who buy milk is its freshness (69%). However, one in five (22%) consider the welfare of the cows from which the milk comes to be the most important consideration.

More Information

Technical Details

Ipsos MORI conducted a nationally representative survey of 2,019 people aged 15+. Interviews were conducted face-to-face in-home across Great Britain on Ipsos MORI’s weekly omnibus (Capibus) survey

Fieldwork was conducted from 4-10 June 2010. 

Data is weighted to the known profile of the Great Britain (aged 15+) population

1. Note: Participants were told “There is a proposal for a new dairy farm in the UK, which would produce milk from around eight thousand cows in large indoor dairy sheds. The cows would spend most of the time indoors, only being able to graze outdoors when they are not able to produce milk.”


It has been brought to our attention that some of the data from this survey has been misrepresented in the related Early Day Motion:

Specifically, the EDM (http://edmi.parliament.uk/EDMi/EDMDetails.aspx?EDMID=41929&SESSION=905) states that '...the latest MORI poll which shows a majority of the British public do not want to drink factory milk from battery cows....'

In fact, the actual question - Question 3 (PDF) - purposely had no reference to the term 'battery cows'.

At Ipsos MORI, we strive to ensure that any use of our surveys is accurate and fairly represents the results. We are therefore pleased to make this clarification today.

11 November 2010

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