Profiling Australian shoppers in 2050

Posted by Josette Dunn on 23rd June 2010

According to the latest research from The Nielsen Company, the profile of the Australian shopper is rapidly evolving and retailers and manufacturers in the Australian retail
trade will need to develop strategies that accommodate growing ethnicity, population increases and an ageing society in order to succeed in the future.

The results from Nielsen’s 2010 ShopperTrends Report – The Future of Retailing were shared with around 1,000 delegates from the FMCG, Liquor and Fresh Produce sectors at the inaugural 2010 Coles Nielsen Vendor Forum events held in Melbourne last week on Thursday, 17 June at the Crown Promenade, and at the Sydney Convention and Exhibition Centre on Friday, 18 June.

Key highlights from the 2010 Nielsen ShopperTrends Report revealed that migration from Asia is gathering pace. In 2006, seven percent of the population was born in Asia, and based on current migration trends – their representation could rise to 21 percent by 2050.

This has a huge impact on Australian eating habits with Nielsen research showing that Thai cuisine is already the second most popular type of cuisine eaten out of home
(behind traditional Australian) among Aussie households; followed by Italian, Chinese and Japanese cuisine. Furthermore, the penetration of Asian food items in Australian family pantries has grown by two percent (equivalent to an additional 268,000 households) since 2007; representing a major opportunity for grocery manufacturers and retailers to provide simple and convenient Asian meal solutions as this cuisine evolves to become a staple among Australian households.

Lee Naylor, Executive Director, Nielsen Consumer Research – Pacific, who presented the key findings from the report said: “From a supplier and retailer point of view, it is critical that we understand how ethnicity impacts how people shop. Even more important is to understand how this will impact on the demand for products and how we maximize the opportunities these trends will present to the trade in the future.”

“Over the past 50 years, we have seen Australian households adopting Mediterranean cuisine as part of their everyday menu. However, as Asian migration continues to grow over the next few decades – this will impact what we eat, how we shop and what we buy. The absorption of Asian dishes in will happen more quickly if retailers and manufacturers understand how current and new Aussies think about cooking,” commented Naylor.