Amid cost-of-living pressures, Australian grocery shoppers are planning harder, spending smarter and backing brands they trust to deliver on value, according to new research.
Conducted by Shop! ANZ and Vypr, the ‘Inside the mind of an grocery shopper 2025’ report reveals that price remains the strongest purchase driver, with almost half (48%) of surveyed shoppers saying it heavily influences what ends up in their trolley. Nine out of 10 (90%) respondents, for example, admitted to buying a product simply because it was on promotion, and over four in 10 (43%) have even gone out of their way to access a promotional deal.
This search for affordability has also turned supermarket own-label products into trusted, mainstream choices, with more than two in five (42%) of those surveyed directly referencing price, value or cost of living pressures as the reason for their shift.
Shop! ANZ General Manager Carla Bridge says the findings show how quickly consumer psychology has adapted to economic reality.
“We’re seeing a nation of grocery shoppers who plan, compare and validate every choice, leaving less room for spontaneity,” she says.
“Nearly half (49%) of [surveyed] shoppers plan more now than they did in 2020, with most doing full shops (32%) or topping up essentials (29%), rather than trying new things (7%) or seeking inspiration (4%).”
In-store vs online
Although shoppers are planning almost every aspect of their experience, the report finds the majority (87.6%) of the actual grocery product purchasing in Australia happens in physical stores, unlike other sectors that have seen a rise in e-commerce. This is said to be largely due to stock issues and delivery costs – two key ingredients for a successful online shopping experience.
However, Sam Gilding, International Chief Revenue Officer at Vypr, shares how despite the strong preference for in-person grocery shopping, brands shouldn’t just focus on their in-store presence, but aim to also tap into the “post-purchase awareness effect”.
“Continuously winning the grocery basket today means showing up consistently, both in and out of the store,” he says.
“We found that more than two in five (43%) [surveyed] Australian shoppers noticed marketing and advertising more after buying a product, and there’s no better channel to reach them than social media.
“Among those influenced by advertising, more than half (56%) cited social media as the most powerful driver – well ahead of physical formats like window promotions (38%), posters outside stores (33%), traditional billboards (24%), public transport ads (16%) trail behind and store entrance sampling or ambassadors (11%).”
