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


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