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


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