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


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