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


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