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


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