Many Australians want more healthy products to be on promotion, as value has become the top priority when it comes to grocery shopping, new YouGov research finds.
The survey of more than 1000 Australians, commissioned by Shopfully, found that 78 per cent of consumers who planned to buy healthy food were persuaded to choose less nutritious options because they were on special.
This is referred to as the ‘specials trap’, where shoppers are driven by discounts in the moment, often walking away with products they did not plan to buy.
The study also revealed that 83 per cent of Australians want supermarkets to offer more price promotions on healthy products such as fresh fruit, vegetables and organic foods.
More than half of the respondents believe promotions are primarily focused on processed foods, such as soft drinks, snacks and baked goods, while only 19 per cent feel healthier products receive the same promotional focus.
Older shoppers are particularly sceptical, with Gen X and Baby Boomers far more likely to believe promotions favour processed foods, while younger shoppers are slightly more optimistic about seeing healthier options on sale.
“These results show Australians aren’t asking supermarkets to choose between affordability and health,” said Brendan Straw, country manager at Shopfully Australia. “They’re asking for both, and right now, many feel that balance just isn’t there.
“Promotions don’t just influence what people spend, they influence how people eat. When ultra-processed foods are consistently the most visible and discounted options, they naturally win, even when shoppers have the best intentions,” he added.
According to the expert, retailers that respond by making healthier options more visible and affordable will be better placed to build trust and loyalty in a highly competitive market.
As cost-of-living pressures continue into 2026, it’s evident that value remains critical for shoppers, but so does health, and increasingly, consumers expect the two to go hand in hand, Straw said.
