Australian television ratings service, OzTAM, will introduce a ‘Total Grocery Shoppers’ demographic to its services from Sunday 1 January 2017.

OzTAM already provides data on the ‘Main Grocery Buyer’ but says this additional demographic reflects Australia’s changing grocery purchasing habits.

“The traditional ‘weekly shop’ by a main grocery buyer is increasingly less typical in Australian homes,” OzTAM Chief Executive Officer, Dough Peiffer said.

“People now shop multiple time during the week, with duties often shared between parents and other family members. There are also more shared households in which people do their own grocery buying,” Peiffer said.

OzTAM says the Total Grocery Shoppers demographic shows that today many Australian households have both parents working and sharing the grocery shopping responsibility. It also reflects more adult children living with their parents and also helping out with the grocery shopping.

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