The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?


Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.

This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


Wagga Wagga growing population local community Australia Day FPA choice workers world youth day retirement 1968 students finance McCridle residents economic future-proof social life commuting university work mates Deaths lifestyle SRE housing teaching millennials care support suburban living going out financial hills shire resilience home owner language ABS learning future facts census Australian Population cost property price demographic transformations keynote Res Vis trend social researchers Territory office opening South Australia 40 million The Daily Edition education research global financial crisis Financial Planning Association of Australia media sydneysiders entrepreneurs of today bus employmer New South Wales professional development results ethnography weekly earnings group session millionth professional survey design huffington post population map Charlotte friendship christianity church ageing 1994 futurist volunteers Tasmania financial independence sunny days world careers communities investment study census 2016 meals generational trends the changing face of media release generation plans award NFP event business index office Sydney Hills Business Chamber menai geomapping Australian schools Australian Trends Social Trend social issues generation alpha program cartodb australian communities trends report sector wide demography focus group #censusfail children teach eliane royal baby ashley mckenzie entertainment charities visual tableau learn commuters wealth and income optimistic social change Northern beaches Event hopes school twentyseventeen publication snapshot cancelling event happiness the great screenage mythbusters brisbane culture Channel 7 survey household speaker city follow average sydneysider post rationalism PSI Real Estate Institute of Victoria owning a home conference presentation litter thrive financial fears tea trend tuesday baby boom households analysis faux-cilising DIY Sydney growth of sydney aged care SMSF living social enquiry life local SA 24,000,000 the hills research business performance spend affordable property the hills shire motivate wealth inequality REIV Conference Bathburst Births mccrindle 1980 google 2020 group unaffordable charity Duchess of Cambridge pyrmont baby name Australian Home award winner collaboration thought leadership new york times annual income medicine sydney hills Population Clock Australian community trends wellbeing goals average Australian cold Sydney keynote speaker 2013 area social lives australian real estate skills not for profit research showreel Jura Australia rent micro apartments crows nest quote housing affordability year 7 fresh debt community dream mobile data analyst gen z public speaking System's Architect Wodonga interactive public speaker speakers coffee sydney metro future of shopping panel teleworking healthy future baby names report online casual wages education sector communication breakfast baby boomers couple business workforce ACF2017 challenge presentations trades baby names australia report online shopping buildings social analysis criminal national wealth energy princess charlotte community event James Ward TEDx public transport demographics media activity schools brand experience baby name trends grandparents royal networking marriage sydneysider meetings data visualisation socialising waverton GPO global community engagement google for education donate toys mccrindle research high density living religion blaxland 23 million 2016 census data baby names English personal growth research services aged care puzzle future proofing storytelling population milestone greatness February 16 national crime rates wage student Northern Territory commute logan dreaming weather housing market Mount Annan-Currant Hill home ownership cash financial dreams screenagers organisations authenticity research on coffee global generations summer economy Canberra population growth participants dessert volunteering data salary impact hobart Valentine’s Day omnibus women intern cars education future 2012 friends report average aussie Research Executive 2016 census results What is food insecurity? easy rider cancelling plans social research Christmas presents statistics infographic wall sustainable cica woolworths Australian Families rising house prices food bank train Business analysis case study career lalor park vegetarian forecasting research data Lower Hunter parents work-life holidays volunteer sentiments employment researcher educhat Australians travelling ease of travel apartments tattoos Christchurch affordability outsourcing ACF ACF 2016 teacher millenials water emerging generations technology graphs resource alpha Gen X employers capital cities states Vocational education holiday research visualisation marketing potts point mccrinlde wealth distribution faux-cilise australian Aussies Queensland environmental scanning IT Specialists hills wealth hunger rise of local Melbourne narcissism events NSW Education Future Forum organisational culture in depth interviews high density apartments money trends leader 2016 CPI priorities Generation X moreton bay baby cloudy days men dare to dream kate middleton clothing hornsby Financial Planning Week Gen Y product REIV National Conference innovation 24 million office space monarchy typical australian NBRS rental stress Real Estate Australian Communities Trends define trends of 2016 conference speaker youth unemployment optus my business awards father's day research report Myth education future report offenders chairty darwin australian communities forum younger generations 10 years micro Sydney’s south west 2015 McCrindle Speakers Mark McCrindle in the media baby name predictions EFF qualitative research professional presenters teachers Jura Coffee urban living urban urban taskforce generation Z screenage professional services social media high density not-for-profit collaborative the australian dream ferry entrepreneur coffee lovers engage family gen alpha emerging trends Adelaide mover and shaker future proof easter belief supply and demand Sydney population high school gold coast state list The ABC of XYZ safe seasons market research professional speaker Performance Sentiment Index gig names Netflix Royals Mark McCrindle transport video consumer Engineering Manager TDE social shifts ageing population purpose future of work tertiary education house price rise university degree leadership christian the average aussie tv internship Christmas season Assistant Store Manager financial future mother's day recap politics equip young people future of education earning work from home relational Queensland: QLD generations low density Love property market sector wide study curiosity change daily telegraph child care winter Australian demographics 2014 tuesday Australian Census donation staff demographic trends in the media sydney event Australian communities digital aussie culture Northern Beaches volunteering bureau Kiwi families mortgage Willowdale winter blues food dreams Cobbitty-Leppington rich tips CBD identity research pack visualisation sun long weekend internet "know the times" home TED talk click census data mythbusting speakers pack social cultural diveristy who is generation z rain proactive townhouses focus groups stay home insights TAS FOMO royal influence social commentary Scouts suburbs cooking live the dream Skilling keynote speaker ipswich Crime Rates forum pharmacies daily commute budget DESTEL Geoff Brailey Northern Beaches Christian School internships insight public holiday shopper's pick environment housing growth sunburnt country celebration Tuesday Trend media commentary ACT house not for profit shopping centre australian social research conference VET consumerism renter of the future moderators guide divorce rate grave decision slideshare jobs speajer financial planning young australians ashley fell ultimo cancel plans learner census results car social impact eliane miles christmas ACF17 TED crime wolloomooloo Wellington ACT Report capital city goal Word Up sydney speaker year 12 entrepreneurial government anzac builders training brand schools students Hills Shire Council New Zeland 2017 deloitte social analyst earn vegemite experience parenting Financial Planning Association cost of living Hornsby Shire Council Do It Yourself social researcher social trends poker master domestic infographics Australian Dream apartment infographic demographer hello fresh house price housing trends neutral bay increasing densification megatrends Hunter Valley giving new office wealth and income distribution rule keeper NEETs education middle class engagement australia customer etiquette January 26th small business emerging technologies manly local communities gig economy faith shbc culturally diverse personalities VIC VET sector work communicate employmee Caregiver house prices prince george population Christmas lunch Australia street Australian Bureau of Statistics Western Australia shifts australian community trends report World Water Day learning styles renting income newspaper sports SMART bondi gender NBRS Architecture communications suburb the lucky country Kirsten Brewer society school students New Zealand brands workplace jobs of the future NT changing face of sydney urban living index selfie divorce unemployment workshop faux-ciliser ideas growth Channel Seven land of the middle class stats conferences norwest educated royal family australians staying home more paying to work shopping Generation Y presentation story perth national private wealth mentor mccrindle tea forecast trends analyst mining boom travel socialites mateship HSC marrickville food insecurity mccrindle in the media workplace culture poor relevant social commentator investing responsive society trends sydneycity wedding debate balance Elderslie-Harrington park investor Australia Day 2017 pharmacy Research Director acf15 cultural diversity Andrew Duffin overcast census fail sector youth Aussie repayments innovative Work place demographic leadership workshop trends of 2017 optus earnings village Merry Christmas event spirituality Tuesday Trends JOMO 1975 Macquarie University know the times real WA Maxim Accounting news staying in school satisfaction Lower Hunter Region fears victoria contiki marriages nfp non profit