Australian shoppers have changed how they fill their trolleys. According to recent

insights from NIQ and Hort Innovation, we have entered an era of intentional

consumption: consumers are cautious and deliberate, and they are clear about what they

value. For growers, suppliers and retailers, these shifts bring challenges and real

opportunities.

Careful spending is no longer a short-term reaction to economic pressure. It has become

the default mindset. Shoppers are still looking for value and making trade-offs, weighing

up where their money goes and what they’re willing to compromise on.

This shows up in how people shop. Australians are visiting stores more often but buying

less each time. Smaller, more frequent baskets suggest consumers are shopping to need

rather than stocking up. They are buying what they’ll use, reducing waste and keeping a

closer eye on the weekly spend.

Intentional consumption goes beyond cutting back. It’s about shopping with purpose.

Planning and budgeting, once the habits of a dedicated few, are now mainstream. More

shoppers arrive with a list, a budget and a clear idea of what they want.

This planning mindset is also changing where people shop. Online and discount channels

are winning share, as consumers reward convenience, transparency and value. For the

fresh produce sector, being visible and competitive in these channels matters more than

ever.

The most encouraging finding for fresh food is that health and wellness spending remains

resilient. While shoppers are trimming elsewhere, many continue to prioritise what

supports their health, and many fresh categories are benefiting.

A newer influence is also emerging: the growing adoption of GLP-1 medications. As more

Australians use these treatments, eating habits are shifting toward high-protein and

quality-led choices and 17% of shoppers have a GLP person to cater for when doing the

shopping. People may be eating less overall, but they want what they do eat to count.

This favours nutrient-dense, premium and fresh options.