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Change is the only constant for grocery shoppers

(Source: Tara Clark, Burst by Shopify)

This time last year we were talking about the behavioural changes of grocery shoppers in response to the Covid-19 pandemic and started speculating about a return to a “Covid Normal” type of existence.  However, Greek philosopher, Heraclitus summed up our grocery world the best by saying “change is the only constant in life” and how true that is.

No sooner had we thought we were moving back into some sort of normality than we have now been hit with rising cost of living pressures, staff shortages, product out of stocks and $10 lettuces!

As we review the results from our 2022 Grocery Shopper Report, change is the only constant with continued shifts in shopper behaviours and preferences.  In response to the rising cost of living pressures, 59 per cent of shoppers are now looking more closely at grocery promotions and deals, with 38 per cent of shoppers now buying cheaper cuts of meat.

Stock shortages are also having an impact on how consumers are shopping in grocery stores. Thirty-seven per cent of shoppers have said they have moved away from their usual brand to more available brands and 35 per cent are now substituting some of their products with cheaper alternatives such as buying cabbage in place of lettuce.  These stock shortages have also seen around a third of shoppers buying less overall.

At the height of the pandemic consumers were encouraged to pay via digital means instead of cash and these behaviours have been firmly embedded as a standard way of paying for groceries this year  Back in 2020,  21 per cent of shoppers normally paid for their groceries via cash whereas today this figure is only 11 per cent. The movement toward a “cashless” society continues to gain momentum where 14 per cent of grocery payments are currently via digital/mobile payment methods. In 2020 this figure was only 4 per cent.

I am sure that the words of Heraclitus will continue to be relevant next year as we continue to respond to the economic and environmental conditions and challenges the world will throw at us, which will no doubt continue to shape the behaviours and patterns of Australian grocery shoppers.

If you would like to learn more about the latest grocery shopper trends and behaviours, please join our free webinar on Wednesday, September 27 at 11am.  To register for this webinar – click here.