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


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