Rising inflation and interest rates in Australia are influencing supermarket shopping habits, with cost-of-living pressures driving consumers to adopt resourceful strategies. This “new normal” includes a focus on value, where 60% of shoppers actively seek promotions, and 42% opt for cheaper cuts of meat. Many are limiting discretionary purchases, with a growing trend towards limiting treat purchases now at 38% of shoppers. General trends show Fruit and Veg are being purchased 80% of the time from supermarkets and this is higher than the Fresh Meat and Bakery department and remains a key battleground for shoppers. 

The trend of shopping at discount stores is growing, not just among low-income households but also middle- and high-income ones. Gen X shoppers are buying more on promotion than the average shopper. Consumers are increasingly turning to private-label products and are seeking healthier options while balancing affordability. Although meat prices are stabilising, inflation continues to impact dairy, bread, and fresh produce. 

Promotions like price discounts and reward programs are becoming more essential, with 70% of respondents using Woolworths Rewards and 65% using Coles Fly Buys. Other findings included shoppers looking to eat healthier but also trying to balance that with treating themselves. 

What does this mean for the berry category? 

The berry category has the inherent advantage of health benefits to be able to take this opportunity to meet shoppers’ health and indulgence needs and also provide value as we move towards peak winter production for Strawberries and Blueberries. Inspiring customers to treat themselves with Berries either as a snack or part of a platter or dessert will highlight the treating occasion.