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


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