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


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