THE SHOPPER'S PICK UNDERSTANDING AUSTRALIA'S NEW VILLAGE GREEN - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - MCCRINDLE
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THE SHOPPER’S PICK Understanding Australia’s new village green PA R T O F T H E W O O LW O R T H S TROLLEY TRENDS SERIES Research and visualisation by
FOREWORD
Woolworths has been in the hearts
and lives of the local community
for more than 90 years. We are
intrinsically linked to the fabric of our
society. We have around 18 million
visits to our supermarkets each week,
two million shop with us online and
we have more than 110,000 team
members.
With these figures in mind, it’s no It’s also why we source 100% of our also saving consumers money and
surprise that Woolworths has well meat from within Australia and 96% helping local suppliers to sell more
and truly established itself as the new of fruit and vegetables from across produce.
village green – a place for connection the country.
and engagement with the wider Our national Free Fruit for Kids
community. Bringing local even closer to home, program also makes the most of the
we know that many people this delicious and seasonal fresh fruit
The latest report in the Trolley Trends winter will want to stay indoors, wrap we stock. In stores nationally, we
series, ‘The Shopper’s Pick’, reveals up and stay warm by cooking hearty give away hundreds of thousands of
that a record number of people (44%) meals for family and friends. apples, bananas and other seasonal
consider the local shopping centre fruits to kids to eat in store, helping
to be central to community life, We know our customers enjoy our younger generation to get more
and perhaps more so than the pub, preparing and cooking meals, and of their daily intake of fresh fruits
school or community centre. we ensure we meet all of their meal whilst keeping mum and dad happy
choice demands by reducing the along the way.
We are passionate about the position price of fresh meat like lamb legs as
we hold within our local communities part of our Price Dropped campaign. It is the theme of local which is clearly
and relish the opportunity to This year, we’re investing $45 million the key message of ‘The Shopper’s
fundraise alongside our team into the meat category to make meat Pick’, the third report in the Trolley
members and loyal customers, more affordable for everyone. Trends series which provides a unique
who both believe in the key role we look into modern Australia’s living,
play. A timely example is the latest Our customers have also told us they eating and shopping habits today. In
MEDIA
fundraising drive to help send the are increasingly health conscious and addition to our own team members’
Australian Paralympic team to Rio aware of the foods they consume. expertise and insights, the report has
this year. Over the past two years sales of been developed in conjunction with
For more information please contact: health foods have risen dramatically, social demographer, Mark McCrindle.
Our commitment to local doesn’t with the Woolworths Macro range
stop at sporting talent and charities; becoming popular among a broader We are excited by the findings and
it means building on our shared range of community and customer look forward to being part of the local
Woolworths Press Office
commitment to support and nurture segments. community for many years to come.
Phone - 02 8885 1033 Australian made products and Happy reading.
local growers. There are more than Initiatives like The Odd Bunch -
Email - media@woolworths.com.au 3,400 products on our local sourcing imperfect fruit and vegetables that
program, which have increased taste just as great - have saved more
by over 450 product lines since than 30 million kilograms of fresh Brad Banducci
September 2014. produce from being wasted, whilst Woolworths Chief Executive
02 TROLLEY TRENDS TROLLEY TRENDS 03
TRANSFORMING AUSTRALIAN COMMUNITIES
1986 30 YEARS
OF CHANGE 2016
HOUSEHOLD TYPES*
46% 25% 19% 6% 4% 33% 30% 23% 11% 3%
Couple & Couple Lone Single Group Couple & Couple Lone Single Group
kids only person parent living kids only person parent living
HOME OWNERSHIP*
27% 33% 40% 31% 36% 33%
Renting Mortgage Fully own Renting Mortgage Fully own
HOUSING TYPE*
INTRODUCTION
84% 15% 1% 76% 10% 14%
Detached Terrace or Unit or Detached Terrace or Unit or
Australia is changing. Surpassing at the crossroad of our modern Our households are more concerned housing townhouse apartment housing townhouse apartment
the new population milestone existence, fitting into the ebb and about the origin of food than ever
of 24 million in early 2016, our flows of life, facilitating community before, and 82% of grocery buyers F U L L-T I M E E A R N I N G S A N D H O U S E P R I C E S
communities are undergoing and connection. 1 in 5 (20%) say that purchasing fresh food is
significant transformations. From Australian supermarket customers an extremely or very important $23,670 x3.4 $81,146 †
Average full-time Average full-time
horizontal suburbs to the growth of go to the supermarket at least once part of their grocery shop. This is earnings earnings
vertical communities as people rent a week. Woolworths has around 18 coupled with spending more time x3.2 x8.6
$76,278 The median house price x8.6 $695,788 ‡ The median house price
more, move more frequently, and million visits per week. reading product labels as nearly 3 Median capital city was 3.2 times the avg. Median capital city is now 8.6 times the
transition across more communities in 5 Australians (57%) say they are house price full-time earnings house price avg. full-time earnings
spending more time reading labels
GROCERY PRICES
Our grocery shops and errand runs are at the than ever before.
crossroad of our modern existence, fitting into As a nation, we are for the people
the ebb and flows of life, facilitating community who grow and produce our food.
As shoppers, we are inspired by
and connection. local staff and local suppliers who
$0.68 $0.24 $1.59 $1.36 $1.25 $1.90 $2.75 $3.25
1 litre milk 680g loaf 500g butter 205g tea 1 litre milk 680g loaf 500g butter 205g tea
are passionate about the food white bread white bread
than ever before, we are growing, In the midst of a fast-paced lifestyle,
moving, diversifying, ageing, and our families and households show a they grow and the products they
TO P 1 0 C O U N T R I E S O F B I RT H O F AU ST R A L I A N S B O R N OV E R S E AS †
transitioning. desire for traditional, family-centric produce.
values exemplified at meal times UK 6.8% UK 5.1%
These changes in the Australian through home-cooked meals, a Italy 1.7% New Zealand 2.6%
community have significant effects growing preference for fresh, and New Zealand 1.4% China 2.0%
on our connection with food and the desire to know more about Yugoslavia 1.0% India 1.8%
the supermarket experience. Our where our food comes from. Greece 0.9% Philippines 1.0%
grocery shops and errand runs are Germany 0.7% Vietnam 1.0%
Netherlands 0.6% Italy 0.8%
Vietnam 0.5% South Africa 0.8%
India & Sri Lanka 0.5% Malaysia 0.7%
Ireland 0.5% Germany 0.5%
* 2011, Census Data
04 TROLLEY TRENDS † 2015, ABS TROLLEY TRENDS 05
‡ 2015, https://reia.asn.au/median-house-price-falls-for-the-first-time-in-three-years/
A U S T R A L I A N S A R E I N C R E A S I N G LY
W A N T I N G T O B U Y L O C A L LY S O U R C E D F O O D SOURCING AND DELIVERING LOCAL
Important to be
grown locally
Important to be
grown in state
Important to be
grown in Australia Indifferent PRODUCTS
Fruit & 2014 Australians are active in their search for tasty, healthy and affordable
vegetables 2016 food, seeing the local grower as integral in this process. Over 4 in 5 (85%)
Australians have in the past or do currently purchase seasonal fruit and
vegetables to save money.
Meat, poultry 2014
& eggs 2016 Seven Fields Oranges
Seven Fields is a 100% Australian, family-owned company that grows
Bread & 2014 premium fresh produce on over 1,000ha in Victoria, South Australia, and the
grains 2016 Northern Territory. Their oranges are grown in Sunraysia, Victoria, and Seven
Fields has been a significant supplier of citrus and mangoes to Woolies
nationally for the last eight years. The fruit is picked into 400kg bins, then
Seafood 2014 taken to a pack house, washed, graded and waxed before being dispatched
& fish 2016 to a distribution centre. Locally grown produce ensures quicker delivery time
to stores and the freshest produce for Woolworths customers.
Online Shopping
Online shopping has made products accessible to more local people than
A G L O B A L N AT I O N W I T H A ever, especially those living in isolated areas. Woolworths is able to deliver
PAS S I O N FO R LO CA L to 96% of Australia through online shopping, including to islands such
as Magnetic Island and Macleay Island, where Woolworths trucks board
ferries and barges to reach customers, bringing community to those who
When asked to define our nation’s seeing this as critical to their
otherwise have limited access to supermarkets. There are currently 2 million
new village green in 2014, 39% contribution to local communities.
Woolworths online customers.
of Australians chose their local Woolworths is also committed
shopping centre as the most to employing and training the
important gathering place for their youth of today with 53,000 of their
community. They indicated that team members under the age More than half of Australian Australians see it as important Woolies loves to be involved in On a state level, Woolworths
their local shopping centre is central of 25, equating to almost 43% of shoppers (52%) state that buying that the local supermarket is national and state fundraising partners with and fundraises on
to community life and perhaps Woolworths’ workforce. Further to local food is extremely or very actively involved in the local initiatives, partnering with multiple behalf of charities that support
more so than the pub, school or this, Woolworths have committed important to them. In fact, around community, with just over half charities to fundraise on their kids and their families. Fundraising
community centre. In the latest to employing 1,600 new Indigenous a quarter of shoppers prefer to (53%) stating that it is extremely behalf. Nationally, Woolworths partners include Variety, Telethon,
2016 study, this figure had risen to team members. purchase meat and poultry, bread or very important that the local partners with and fundraises on the Good Friday Appeal, Give me 5
44%. and grains, and seafood and fish supermarket supports the behalf of our food rescue partners, For Kids, and the Childrens Hospital
As Australia becomes increasingly that are sourced locally in their community by donating food to OzHarvest and Foodbank. In the Foundation. As Woolworths
The local shopping centre is not connected to global economies own region rather than sourced local charities and fundraising case of Disaster Relief Appeals, Queensland’s state charity, the
only a central gathering place but and new technologies, there is an further afield in their own state or initiatives. Woolworths also fundraises on Children’s Hospital Foundation
a central point of employment for equal if not stronger desire among within another region in Australia. behalf of the Australian Salvation is at the centre of Queensland’s
local families. 7 in 10 Australians shoppers to support Australian- Woolworths caters for Australians’ The local supermarket Army. Woolworths is also currently fundraising efforts. Aiming to raise
(71%) consider it important for made products and local growers. desire for local, sourcing 100% of has truly established fundraising for the Paralympics for $4 million for the Foundation, in
local residents to be employed It is increasingly important to their meat from within Australia, and itself as the new the second time this year, helping to 2016 they are on track to raise
by local businesses. Woolworths Australian shoppers to know where 96% of their fruit and vegetables are village green – a place raise the $7 million needed to send over $5 million after incredible
is currently employing more their food comes from. grown in Australia. for connection and the team to Rio 2016. community generosity.
than 110,000 Fresh Food People, engagement with the
wider community.
06 TROLLEY TRENDS TROLLEY TRENDS 07
T H E L O C A L P I C K : TA I L O R I N G P R O D U C E T O T H E PAS S I O N O F LO CA L FO O D A RT I SA N S
LOCAL COMMUNITIES AND ENTREPRENEURS
Woolworths is invested in providing locals with the produce that they want to eat and cook with. Based on the locale 3 in 5 Australians Australians value authentic The choice of products featured in
and the cultural demographics of a particular area, stores are stocked with a wide range of food tailored to families expressions of creativity in the the modern Australian shopper’s
and households living within the local area. (62%) buy or prefer production of food and give status grocery basket is not only influenced
to buy products from to products made or grown by by pragmatism and taste but also
producers who are artisans who are passionate about by the ethos and values of the
what they do. 3 in 5 Australians individual shopper. In fact, 9 in 10
passionate about what (62%) buy or prefer to buy products Australians (91%) state that they are
they create. from producers who are passionate concerned, at least to some extent,
about what they create. about whether the people they buy
products from are passionate about
Kilkenny, SA and Bairnsdale, VIC features a Cabramatta, NSW has the
what they do.
Rundle Mall, SA feature high proportion of traditional most comprehensive line
communities rich in Asian Australians from a European of Asian produce. Products
culture. In high demand in background. In high typically purchased by
these regions are: demand are: customers are:
“Some of the beef
• White Eggplant • Potatoes • Lychees
• Ginger • Cauliflower • Rambutan provided in the
• Chokos • Carrots • Asian Leafy Veg serviced butcher
• White Zucchini • Cabbage • Kiwi Fruit
shop is grass fed
• Custard Apples • Pumpkin • Star Fruit
• Paw Paws • Onions • Durian from the Manning
The local meat artisan
Jemma de Gier (Butcher at
Valley.”
Woolworths Crows Nest)
Jemma is a trained local butcher, “The meat is the same product that they want. “I’ve noticed an
Further to tailoring produce to living within 15 minutes of Woolies throughout the season but we increase in customers buying free
stores, Woolworths sources locally Crows Nest. Last week marked her prepare it differently - more roasts range and organic products and
made products and stocks these in fifth year working for Woolworths, for winter and more burgers and items.” She feels proud to be able
their local supermarkets. The map which the store celebrated with a sausages for BBQ season. We to tell her customers that some of
to the right shows examples of these Newstead - Lorries Pies cake and flowers. also prepare the meat differently the beef provided in the serviced
products and the stores in which depending on different cooking butcher shop is grass fed from the
Passionate about her work, Jemma styles.” Manning Valley.
they are stocked across Australia.
Melville - iPastai loves the traditional butcher counter
All of these products are amongst
Chullora - Fettayleh because it enables her to engage Jemma loves the teamwork at
the top selling in their categories in
with customers whilst preparing Woolworths – indicating that it runs
their local supermarket. There are
Mt. Barker - Pinnaroo Oil meat, building rapport with regular throughout the supermarket across
more than 3,400 products on our
customers over time. Whilst she all the sections, making work a really
local sourcing program, which have
loves all meat, her favourite cut pleasant experience. She feels that
increased by over 450 product lines Kennington - Castlemaine Dips of meat is pork belly; especially Woolworths is more engaged with
since September 2014.
because of the cold weather as it customers’ needs than ever before,
Legana - Westhaven Fetta makes a really nice roast. particularly in terms of the products
08 TROLLEY TRENDS TROLLEY TRENDS 09
AU ST R A L I A’ S S E AS O N A L P E R S O N A L I T I E S
Australians are impacted in different ways by the changing seasons. Some prefer the cold, others love the heat
of summer. When winter comes calling, do you bunker down in the house and wait it out, or ride out the season
2 in 5 (41%) Australians report like nothing has changed? Does your cooking routine remain the same or do you change the menu to satisfy your
cravings for richer, heavier foods? Australia’s Seasonal Personalities explores the different personalities of Australians
that they spend more time
and the impact seasons have on their lifestyle. Which Seasonal Personality are you?
preparing and cooking meals
in winter compared to summer.
31% of Australians say no to social
engagements during winter at
least a couple of times a month
Adapting Cocooners Consistent Nesters
H I B E R N AT I N G C O M M U N I T I E S You’re susceptible to the onslaught of winter, and
because they prefer to stay home.
Your cooking habits are not affected by the turn of
love the opportunity to snuggle at home, unfazed the season but you love the comfort of the home
by the prospect of missing out on social activities. in winter. You don’t hesitate to say no to a social
Whilst FOMO (Fear of Missing This new term applies most on the Not limited to socialising, winter In fact, you prefer to bring the dinner party home, engagement, especially on a cold night, to curl
Out) is increasingly prevalent in cold nights of winter, highlighting also affects the time Australians inviting friends over to socialise in the warmth of up in front of the heater to watch a good movie or
your own home over a hearty soup or casserole. read the next book on your list.
our society, with winter comes an that for Australians home is where spend in the kitchen with 2 in 5
increase in JOMO (Joy of Missing the heart is, particularly in the (41%) Australians reporting that they
Out); a sentiment Australians have colder seasons. More than half of spend more time preparing and
toward staying local, and opting for Australians (55%) cancel on, or say cooking meals in winter compared
a quiet night at home without being no to social engagements in winter to summer. Even what we eat is
69% of Australians 31% of Australians do
otherwise persuaded by FOMO. because they are much happier more affected by the cool weather change the meals they not vary the meals
cook at home based they cook at home
The term JOMO rebels against the staying at home. This is primarily than we might think with 7 in 10 on the season. based on the season.
anxiety that comes with missing driven by the comfort of the home (69%) Australians indicating that the
out on an event and champions with 2 in 5 (43%) Australians meals they cook at home vary at
the idea of giving yourself space to indicating that it is the cosiness of least somewhat season to season.
experience life without having to say home that they find most appealing
yes to everything. about spending a night in rather Acclimatising Socialites Habitual Connectors
than going out in winter. You embrace the change of season from autumn Of all Australians, you are the least affected by the
to winter, accepting it as a reality but not letting changing seasons. You like to maintain the same
it interrupt your social life. You change the meals routines as in summer, never turning down a social
you prepare to satisfy your need for nourishing engagement even in the event of poor weather,
comfort food. and stick to your year round menu choices.
69% of Australians say no to social
engagements in winter no more
Bringing the winter favourites Woolies is bringing back the and their Australian pork and beef than once a month as they would
prefer to go out than stay home.
to time-poor and cost conscious affordable Sunday roast. sausages by 16% from $6 to $5 per
Australians Lamb lovers will be rejoicing pack.
at Woolworths’ Price Dropped 64% 67%
60%
As temperatures drop across program, the latest price reductions Woolworths acknowledges that
50% 51%
Australia, shoppers are continuing which will see the standard shelf Australians are a meat loving 46% 44% 42%
to gravitate towards their winter price for an Australian Lamb Leg nation and that meat is one of the
31% 32%
favourites – one of these being lamb Roast drop by up to 28% from most expensive items in shoppers’ 25%
18%
roasts – to keep warm and cosy. $13.99/kg to $10/kg. In addition baskets. By investing $45 million 13%
Lamb roast dinners are another way to a drop in the price of lamb leg, annually into the meat category 3% 3% 2%
to keep out of the cold and bring Woolworths is helping shoppers
Woolworths has also dropped the AC AS HC CN AC AS HC CN AC AS HC CN AC AS HC CN
family and friends together. price of their Australian regular with their weekly budget by enabling Spend more time in winter The taste of food in winter is the View grocery shopping as an Health food products are a part
beef mince from $9.99/kg to $8/kg them to pay less for quality meat. cooking meals than in summer. biggest motivator for spending a opportunity to see new product of the weekly shop
night in rather than going out. innovations and try new items (at least one product).
(somewhat/strongly agree).
10 TROLLEY TRENDS TROLLEY TRENDS 11
45
W O O LW O R T H S
DELIVERY TRUCKS
T H E H E A LT H R E V O L U T I O N
224 L E S S S A LT
Australians are becoming
increasingly health conscious and
by organic and raw foods (both at
35%), and additive free foods (27%).
Top 5 Woolworths Macro Organic
foods purchased by Australians:
TONNES
aware of the foods they consume.
This trend towards healthy eating Over the last two years, a steady 1. Organic Carrots LESS SALT
is demonstrated in the increase upward trend can be observed 2. Macro Organic Tomatoes Diced
of health foods being included by in health foods sales. Compared
3. Macro Organic Corn Chips
Australians in their weekly shop. to last year, Woolworths sales of
4. Macro Organic Full Cream Milk
Just over half of shoppers (52%) buy health foods have grown by 6.7%.
Fruit and nut mix sales alone have 5. Macro Organic Coconut Water
431
health food products weekly (i.e.
sugar free, additive free, gluten free, increased by 13.8% in the last year.
R E D U C I N G AU ST R A L I A’ S
dairy free, organic, raw, salt free or Health food customers represent Sales of Macro products in the
vegan), with sugar free products approximately a fifth of Woolworths health food aisle in the 3 months
the most likely to be on Australians’ customers. from March to May 2016 increased S A LT C O N S U M P T I O N
shopping lists and purchased by just by almost 8% compared to the
over half of shoppers (51%), followed same time period in 2015. Woolworths understands the To date, Woolworths compliance
important role a healthy balanced to the Food and Health Dialogue WH EEL I E BI NS
diet plays in helping Australians to
live life well. That’s why they have
targets across the nine categories
has resulted in an 18% reduction in L E S S SALT
a dedicated team of accredited salt, which means Woolworths has
Food literacy of the next generations
nutritionists guiding their activities to contributed 224 tonnes less salt to
Australians have a timeless connection with food and the food chain. make sure they offer a wide variety the food supply. This is equivalent to
The food literacy of the next generation is important to Australians as of affordable healthy foods, while 431 wheelie bins or 45 Woolworths
it impacts generations to come. The inadequate consumption of fresh also helping their customers to delivery trucks full of salt.
fruits and vegetables by the next generation of children is at the top of make informed decisions about the
The top 5 product categories that
x10
mind for many Australians with 68% considering this to be of extreme or products they purchase.
contributed less salt to the food
significant concern. 3 in 5 (60%) consider children’s lack of knowledge of supply:
For their Own Brand products,
where the food they eat comes from to be of significant concern.
they have undertaken a range
Facilitating the food education of of initiatives to meet the health Processed
Free Fruit for Kids is one initiative Woolworths has developed to
Australians expectations of their customers. meats
encourage healthy eating amongst kids and assist parents as they shop,
Woolies are committed to providing 88,010kg less salt
making 250,000 pieces, 50,000 kgs, of fruit available for kids to eat
Woolworths supports Jamie Oliver’s clear and transparent labelling, not
in local stores across Australia each week. Woolies is also selling new
sports packs of oranges in a bid to bring back oranges during half-time
Ministry of Food, which has four using additives their customers have Breads The Food and Health Dialogue
fixed kitchens around Australia asked them to remove and improving initiative has now been
at local sports games. 70,421kg less salt
(QLD, VIC, NSW and SA), and two the nutritional profile of their products replaced by ‘The Healthy Food
mobile kitchens, in QLD and WA, in to make healthier choices easier. Partnership’ – a collaboration of
the form of kitchen food provisions. Cheese preventative health groups, food
Over 30,000 participants have In 2009, as part of their broader industry bodies and government
24,282kg less salt
taken part in a 5-10 week Jamie’s commitment on health, they to tackle obesity and encourage
Ministry of Food program since adopted the Food and Health healthy eating. Woolworths is a
2012 and recently launched an Dialogue targets, a joint government
Savoury Pies key stakeholder of the healthy
Indigenous program. Independent and food industry initiative food partnership and will
10,763kg less salt
evaluation findings indicated that established to address poor dietary continue to invest in developing
participants in both the 5 and 10 habits specifically focusing on products that improve the
week program increased their fruit reducing the sodium content Breakfast nutritional balance of our Own
and vegetable intake. of foods from nine commonly cereals Brand portfolio.
consumed categories. 9,317kg less salt
12 TROLLEY TRENDS TROLLEY TRENDS 13
V A L U E S W A G : A N AT I O N O F C R E AT I V E S A V E R S
Australians are a nation of savvy while just over half (52%) save Top 4 tips for saving money on
shoppers, who seek products that money by writing a shopping list grocery shopping:
are value for money. Nearly 7 in 10 and sticking to it. Stocking up and
shoppers (69%) state that buying bulk-buying are two other ways 1. Look out for Low Price Always
on discount is extremely or very Australians save money, with just and Price Dropped items.
important to them. These values over half of shoppers (53%) currently 2. Where possible, buy in bulk to
are reflected in the ingredients they saving money by stocking up on find great savings.
purchase for meals cooked at home, discounted non-perishables.
with 99% of Australian shoppers 3. Keep an eye out for the weekly
saying price is an important factor Between April and June 2016, specials that can help you
they take into consideration. Woolworths has added an save even more.
additional 183 products to the Price
As part of being savvy shoppers, Dropped and Low Price Always 4. Compare the price of private
label products against
R E S E A RC H M ET H O D O LO GY
Australians are also creative programs as part of an additional
savers. Almost 6 in 10 shoppers $150M investment. mainstream brands.
In June 2016, Woolworths About the McCrindle Research Generations Defined
(58%) save money by purchasing
commissioned research into the survey, June 2016
groceries based on weekly specials, Reference to the generations
modern Australian grocery shopper.
Looking back 30 years, this research Survey data is derived from a survey throughout this report refers to the
includes a demographic analysis of of 2,002 Australians aged 18+ who following age categories as defined
Australian Bureau of Statistics data are either sole, main or joint decision by McCrindle Research:
The Odd Bunch initiative: reducing wastage and costs for Australians Food Rescue Partnerships – painting a comparative picture makers in the household when
buying groceries. The survey was Generation Alpha:
of Australian households, then
A ‘value for money’ mentality With over 25 products in The Woolworths recognises the in field from 8th June 2016 to 9th
Published by Woolworths Limited July 2016 © Woolworths Limited 2016 Care is taken to ensure the accuracy of the information contained in this publication. Please contact Woolworths Limited if you have any concerns. For more information on the Woolworths Trolley Trends Report please contact the One Green Bean team on 02 8020 1800.
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