Milk plays an important role in the Austrian diet, particuarly because of its positive composition of nutrients. Nevertheless, the level and amount of debate about the importance of milk for health has increased. This study is aimed at analysing the area of conflict between the scientific status quo and general public opinion on this matter. To achieve this, it is necessary to perform a qualitative and quantitative image analysis. The theory contains an analysis of the valuable substances in terms of nutritional physiology, based on scientific studies. Furthermore, the subject area “health and marketing” is discussed. It could be demonstrated, that from the scientific point of view and in regard to the varied components the view of milk as a healthy food is justifiable. The outcome of this is that an intensified “health positioning” of milk is possible. The empiric part consists of two parts. Firstly there have been eleven interviews with experts in this field, and additionally a representative consumer survey was done. These sections focussed on the “health-image” of milk. The results show that the consumers predominantly appreciate milk as a healthy food, while mainly the correlation between milk, calcium and bone health is generally known. The positive impact of milk on health is supported by experts and theory. A sophisticated view on the milk discussion is required to get an objective picture of the significance of milk for health. The “health-image” of milk has a largely positive connotation, creating a strong association between milk and good health. Nevertheless, there are also some weaknesses, mainly in the following three areas: intolerance, allergy and fat content. The health image varies furthermore and depends on certain sociodemographic and psychographic characteristics, which means that certain people evaluate milk more positively or negatively than other people do.