Unpacking the changing marketplace of consumer choice and values
In today’s cost-conscious climate, Australian shoppers are not only seeking value, they’re making choices that reflect their personal values.
A presentation by market researcher NielsenIQ held in late June shared insights tailored for the horticulture sector, highlighting how Australian consumers are navigating rising costs, prioritising health, and demanding sustainability in their grocery choices. One particularly important message is that sustainability is no longer a nice-to-have, but a catalyst for successful brands.
A recording of the session, and the report, are now available for viewing, with key insights including:
Consumer Trends
- Omnichannel shopping is now the norm, with half of households shopping across four or more retailers;
- Online growth in fresh produce and nuts is outpacing total FMCG (Fast-Moving Consumer Goods), especially in vegetables;
- Private label products are gaining traction, driven by value-conscious shoppers.
Health & Wellness
- Mental health, sleep, and cognitive support are top wellness priorities, reflected in rising demand for related supplements;
- GLP-1 medications are beginning to reshape consumption patterns across FMCG categories.
Sustainability
- Consumers care about the environment, but cost remains a barrier to sustainable choices;
- Products that combine eco-consciousness with affordability – like refillable packaging and fair-trade foods – are seeing strong growth.
Strategic Implications
- To succeed, businesses must balance affordability, health, and sustainability, offering products that meet both basic needs and aspirational values.
The information provides valuable food for thought for those involved in production planning, marketing and sales across the horticulture sector.
Watch the webinar recording here and access the report here.
Note: the recording and report are housed on Hort Innovation’s Hort IQ platform and you will need to login or create a Hort IQ account.