The way Australians shop is changing as the rising cost of living impacts on what consumers put in the trolley.
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Home-brands are on the rise while some consumers are sacrificing household goods in order to have money go out and socialise.
Research from NielsenIQ found 84 per cent of shoppers are employing cost-saving techniques with their weekly shop.
One in two shoppers admit they have had to switch to low cost or home-brand options in order to save money; while 42 per cent claim they had to switch to more affordable fresh food/cuts of meat, and 37 per cent have opted to buy less than they usually do.
While 72 per cent of Australians have noticed an increase in their average shop compared to last year.
These changes in shopping habits were researched as part of the annual Product of the Year awards.
For 2023, the leading number of Product of the Year category awards were taken out by supermarket chains Coles and Woolworths for their home-brand, deli and bakery products.
Coles won 11 awards and Woolworths took home five of the 33 winning product gongs.
Product of the Year director Sarah Connelly said the rising cost of living had changed the shopping landscape with affordability now the most important consideration.
"Typically, during a recession, you will see many people cut back on holidays and indulgent expenses like eating out, but interestingly, the data indicates something else is happening entirely," she said.
"Only a third of Aussies reported that they cut back on splurge-like expenses such as dinners and food delivery, instead opting to switch to cheaper brands, buy less groceries or reject their favourite brands altogether.
"After extended COVID-19 lockdowns, you can tell people are much more willing to sacrifice their household goods if it means getting the opportunity to go out, socialise and enjoy all the things they've missed on in recent years."
The data showed price and affordability was the key decision factor for more than 86 per cent of Australians when deciding to buy a new brand or product. It was particularly important for those Australians aged 65 or older.
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The move to flexible/hybrid lifestyles on the back of COVID-19 has also led to a jump in middle-aged males doing more of the shopping. More than two in five Australians reported a change in who did the shop.
Ms Connelly said the Product of the Year winners showed that health and wellbeing was also at the forefront of consumers' minds.
"Ten of the 33 winners sit within the health, pharmacy and cleanliness categories including products from Hydralyte, Voltaren, BioSLIM and Inner Health."
Shoppers gave Woolworths the nod as the leading retailer with the best selection of fresh, healthy, and organic products.
The annual Product of the Year Awards saw 5000 Australian shoppers cast votes for their favourite supermarket and everyday products.
The awards program is now in its 14th year in Australia with products judged on relevance; uniqueness; excitement; likeability; distinctiveness and innovation.
Kim Chappell
As Senior Producer - Digital for ACM's regional titles I assist newsrooms in digital best practice. Before this role, I was the digital journalist with ACM's national team and prior to that, the digital specialist with ACM's Agricultural division. I started as a general rounds journalist with The Land in 2006, moving up to hold the title of chief of staff before switching to digital reporting in 2015.
