THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group

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THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
THE
SHOPPER’S
PICK
Understanding Australia’s
new village green

PA R T O F T H E W O O LW O R T H S
TROLLEY TRENDS SERIES

Research and visualisation by
THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
FOREWORD
                                       Woolworths has been in the hearts
                                       and lives of the local community
                                       for more than 90 years. We are
                                       intrinsically linked to the fabric of our
                                       society. We have around 18 million
                                       visits to our supermarkets each week,
                                       two million shop with us online and
                                       we have more than 110,000 team
                                       members.

                                       With these figures in mind, it’s no         It’s also why we source 100% of our      also saving consumers money and
                                       surprise that Woolworths has well           meat from within Australia and 96%       helping local suppliers to sell more
                                       and truly established itself as the new     of fruit and vegetables from across      produce.
                                       village green – a place for connection      the country.
                                       and engagement with the wider                                                        Our national Free Fruit for Kids
                                       community.                                  Bringing local even closer to home,      program also makes the most of the
                                                                                   we know that many people this            delicious and seasonal fresh fruit
                                       The latest report in the Trolley Trends     winter will want to stay indoors, wrap   we stock. In stores nationally, we
                                       series, ‘The Shopper’s Pick’, reveals       up and stay warm by cooking hearty       give away hundreds of thousands of
                                       that a record number of people (44%)        meals for family and friends.            apples, bananas and other seasonal
                                       consider the local shopping centre                                                   fruits to kids to eat in store, helping
                                       to be central to community life,            We know our customers enjoy              our younger generation to get more
                                       and perhaps more so than the pub,           preparing and cooking meals, and         of their daily intake of fresh fruits
                                       school or community centre.                 we ensure we meet all of their meal      whilst keeping mum and dad happy
                                                                                   choice demands by reducing the           along the way.
                                       We are passionate about the position        price of fresh meat like lamb legs as
                                       we hold within our local communities        part of our Price Dropped campaign.      It is the theme of local which is clearly
                                       and relish the opportunity to               This year, we’re investing $45 million   the key message of ‘The Shopper’s
                                       fundraise alongside our team                into the meat category to make meat      Pick’, the third report in the Trolley
                                       members and loyal customers,                more affordable for everyone.            Trends series which provides a unique
                                       who both believe in the key role we                                                  look into modern Australia’s living,
                                       play. A timely example is the latest        Our customers have also told us they     eating and shopping habits today. In

MEDIA
                                       fundraising drive to help send the          are increasingly health conscious and    addition to our own team members’
                                       Australian Paralympic team to Rio           aware of the foods they consume.         expertise and insights, the report has
                                       this year.                                  Over the past two years sales of         been developed in conjunction with
For more information please contact:                                               health foods have risen dramatically,    social demographer, Mark McCrindle.
                                       Our commitment to local doesn’t             with the Woolworths Macro range
                                       stop at sporting talent and charities;      becoming popular among a broader         We are excited by the findings and
                                       it means building on our shared             range of community and customer          look forward to being part of the local
Woolworths Press Office
                                       commitment to support and nurture           segments.                                community for many years to come.
Phone - 02 8885 1033                   Australian made products and                                                         Happy reading.
                                       local growers. There are more than          Initiatives like The Odd Bunch -
Email - media@woolworths.com.au        3,400 products on our local sourcing        imperfect fruit and vegetables that
                                       program, which have increased               taste just as great - have saved more
                                       by over 450 product lines since             than 30 million kilograms of fresh                            Brad Banducci
                                       September 2014.                             produce from being wasted, whilst                  Woolworths Chief Executive

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THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
TRANSFORMING AUSTRALIAN COMMUNITIES

                                                                                                                             1986                                                      30 YEARS
                                                                                                                                                                                        OF CHANGE                                                  2016
                                                                                                                                                                                   HOUSEHOLD TYPES*

                                                                                                                             46%              25%            19%             6%              4%                   33%             30%          23%              11%        3%
                                                                                                                            Couple &         Couple           Lone          Single          Group                Couple &         Couple        Lone          Single      Group
                                                                                                                              kids            only           person         parent          living                 kids            only        person         parent      living

                                                                                                                                                                                     HOME OWNERSHIP*

                                                                                                                                      27%                        33%                         40%                           31%                       36%                   33%
                                                                                                                                      Renting                    Mortgage                    Fully own                     Renting                   Mortgage              Fully own

                                                                                                                                                                                         HOUSING TYPE*

INTRODUCTION
                                                                                                                                     84%                         15%                        1%                           76%                         10%                  14%
                                                                                                                                     Detached                    Terrace or                 Unit or                      Detached                    Terrace or           Unit or
Australia is changing. Surpassing     at the crossroad of our modern            Our households are more concerned                    housing                     townhouse                  apartment                    housing                     townhouse            apartment
the new population milestone          existence, fitting into the ebb and       about the origin of food than ever
of 24 million in early 2016, our      flows of life, facilitating community     before, and 82% of grocery buyers                                          F U L L-T I M E E A R N I N G S A N D H O U S E P R I C E S
communities are undergoing            and connection. 1 in 5 (20%)              say that purchasing fresh food is
significant transformations. From     Australian supermarket customers          an extremely or very important                               $23,670                                                            x3.4             $81,146 †
                                                                                                                                             Average full-time                                                                   Average full-time
horizontal suburbs to the growth of   go to the supermarket at least once       part of their grocery shop. This is                          earnings                                                                            earnings
vertical communities as people rent   a week. Woolworths has around 18          coupled with spending more time                                                             x3.2                                                                              x8.6
                                                                                                                                             $76,278                        The median house price              x8.6             $695,788 ‡                   The median house price
more, move more frequently, and       million visits per week.                  reading product labels as nearly 3                           Median capital city            was 3.2 times the avg.                               Median capital city          is now 8.6 times the
transition across more communities                                              in 5 Australians (57%) say they are                          house price                    full-time earnings                                   house price                  avg. full-time earnings

                                                                                spending more time reading labels
                                                                                                                                                                                       GROCERY PRICES
Our grocery shops and errand runs are at the                                    than ever before.

crossroad of our modern existence, fitting into                                 As a nation, we are for the people
the ebb and flows of life, facilitating community                               who grow and produce our food.
                                                                                As shoppers, we are inspired by
and connection.                                                                 local staff and local suppliers who
                                                                                                                              $0.68              $0.24                $1.59              $1.36                     $1.25              $1.90             $2.75          $3.25
                                                                                                                              1 litre milk       680g loaf         500g butter           205g tea                 1 litre milk        680g loaf        500g butter     205g tea
                                                                                are passionate about the food                                   white bread                                                                          white bread
than ever before, we are growing,     In the midst of a fast-paced lifestyle,
moving, diversifying, ageing, and     our families and households show a        they grow and the products they
                                                                                                                             TO P 1 0 C O U N T R I E S O F B I RT H O F AU ST R A L I A N S B O R N OV E R S E AS †
transitioning.                        desire for traditional, family-centric    produce.
                                      values exemplified at meal times                                                     UK                      6.8%                                                         UK                     5.1%
These changes in the Australian       through home-cooked meals, a                                                         Italy                    1.7%                                                        New Zealand            2.6%
community have significant effects    growing preference for fresh, and                                                    New Zealand              1.4%                                                        China                  2.0%
on our connection with food and       the desire to know more about                                                        Yugoslavia               1.0%                                                        India                  1.8%
the supermarket experience. Our       where our food comes from.                                                           Greece                  0.9%                                                         Philippines            1.0%
grocery shops and errand runs are                                                                                          Germany                 0.7%                                                         Vietnam                1.0%
                                                                                                                           Netherlands             0.6%                                                         Italy                  0.8%
                                                                                                                           Vietnam                 0.5%                                                         South Africa           0.8%
                                                                                                                           India & Sri Lanka       0.5%                                                         Malaysia               0.7%
                                                                                                                           Ireland                 0.5%                                                         Germany                0.5%

                                                                                                                      * 2011, Census Data
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                                                                                                                      ‡ 2015, https://reia.asn.au/median-house-price-falls-for-the-first-time-in-three-years/
THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
A U S T R A L I A N S A R E I N C R E A S I N G LY
W A N T I N G T O B U Y L O C A L LY S O U R C E D F O O D                                                                       SOURCING AND DELIVERING LOCAL
                                                 Important to be
                                                 grown locally
                                                                     Important to be
                                                                     grown in state
                                                                                              Important to be
                                                                                              grown in Australia   Indifferent   PRODUCTS
       Fruit &                           2014                                                                                    Australians are active in their search for tasty, healthy and affordable
   vegetables                            2016                                                                                    food, seeing the local grower as integral in this process. Over 4 in 5 (85%)
                                                                                                                                 Australians have in the past or do currently purchase seasonal fruit and
                                                                                                                                 vegetables to save money.
Meat, poultry                            2014
      & eggs                             2016                                                                                    Seven Fields Oranges

                                                                                                                                 Seven Fields is a 100% Australian, family-owned company that grows
         Bread &                         2014                                                                                    premium fresh produce on over 1,000ha in Victoria, South Australia, and the
          grains                         2016                                                                                    Northern Territory. Their oranges are grown in Sunraysia, Victoria, and Seven
                                                                                                                                 Fields has been a significant supplier of citrus and mangoes to Woolies
                                                                                                                                 nationally for the last eight years. The fruit is picked into 400kg bins, then
        Seafood                          2014                                                                                    taken to a pack house, washed, graded and waxed before being dispatched
          & fish                         2016                                                                                    to a distribution centre. Locally grown produce ensures quicker delivery time
                                                                                                                                 to stores and the freshest produce for Woolworths customers.

                                                                                                                                 Online Shopping

                                                                                                                                 Online shopping has made products accessible to more local people than
A G L O B A L N AT I O N W I T H A                                                                                               ever, especially those living in isolated areas. Woolworths is able to deliver
PAS S I O N FO R LO CA L                                                                                                         to 96% of Australia through online shopping, including to islands such
                                                                                                                                 as Magnetic Island and Macleay Island, where Woolworths trucks board
                                                                                                                                 ferries and barges to reach customers, bringing community to those who
When asked to define our nation’s         seeing this as critical to their
                                                                                                                                 otherwise have limited access to supermarkets. There are currently 2 million
new village green in 2014, 39%            contribution to local communities.
                                                                                                                                 Woolworths online customers.
of Australians chose their local          Woolworths is also committed
shopping centre as the most               to employing and training the
important gathering place for their       youth of today with 53,000 of their
community. They indicated that            team members under the age                   More than half of Australian              Australians see it as important           Woolies loves to be involved in         On a state level, Woolworths
their local shopping centre is central    of 25, equating to almost 43% of             shoppers (52%) state that buying          that the local supermarket is             national and state fundraising          partners with and fundraises on
to community life and perhaps             Woolworths’ workforce. Further to            local food is extremely or very           actively involved in the local            initiatives, partnering with multiple   behalf of charities that support
more so than the pub, school or           this, Woolworths have committed              important to them. In fact, around        community, with just over half            charities to fundraise on their         kids and their families. Fundraising
community centre. In the latest           to employing 1,600 new Indigenous            a quarter of shoppers prefer to           (53%) stating that it is extremely        behalf. Nationally, Woolworths          partners include Variety, Telethon,
2016 study, this figure had risen to      team members.                                purchase meat and poultry, bread          or very important that the local          partners with and fundraises on         the Good Friday Appeal, Give me 5
44%.                                                                                   and grains, and seafood and fish          supermarket supports the                  behalf of our food rescue partners,     For Kids, and the Childrens Hospital
                                          As Australia becomes increasingly            that are sourced locally in their         community by donating food to             OzHarvest and Foodbank. In the          Foundation. As Woolworths
The local shopping centre is not          connected to global economies                own region rather than sourced            local charities and fundraising           case of Disaster Relief Appeals,        Queensland’s state charity, the
only a central gathering place but        and new technologies, there is an            further afield in their own state or      initiatives.                              Woolworths also fundraises on           Children’s Hospital Foundation
a central point of employment for         equal if not stronger desire among           within another region in Australia.                                                 behalf of the Australian Salvation      is at the centre of Queensland’s
local families. 7 in 10 Australians       shoppers to support Australian-              Woolworths caters for Australians’        The local supermarket                     Army. Woolworths is also currently      fundraising efforts. Aiming to raise
(71%) consider it important for           made products and local growers.             desire for local, sourcing 100% of        has truly established                     fundraising for the Paralympics for     $4 million for the Foundation, in
local residents to be employed            It is increasingly important to              their meat from within Australia, and     itself as the new                         the second time this year, helping to   2016 they are on track to raise
by local businesses. Woolworths           Australian shoppers to know where            96% of their fruit and vegetables are     village green – a place                   raise the $7 million needed to send     over $5 million after incredible
is currently employing more               their food comes from.                       grown in Australia.                       for connection and                        the team to Rio 2016.                   community generosity.
than 110,000 Fresh Food People,                                                                                                  engagement with the
                                                                                                                                 wider community.
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THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
T H E L O C A L P I C K : TA I L O R I N G P R O D U C E T O                                                            T H E PAS S I O N O F LO CA L FO O D A RT I SA N S
LOCAL COMMUNITIES                                                                                                       AND ENTREPRENEURS
Woolworths is invested in providing locals with the produce that they want to eat and cook with. Based on the locale    3 in 5 Australians                      Australians value authentic              The choice of products featured in
and the cultural demographics of a particular area, stores are stocked with a wide range of food tailored to families                                           expressions of creativity in the         the modern Australian shopper’s
and households living within the local area.                                                                            (62%) buy or prefer                     production of food and give status       grocery basket is not only influenced
                                                                                                                        to buy products from                    to products made or grown by             by pragmatism and taste but also

                                                                                                                        producers who are                       artisans who are passionate about        by the ethos and values of the
                                                                                                                                                                what they do. 3 in 5 Australians         individual shopper. In fact, 9 in 10
                                                                                                                        passionate about what                   (62%) buy or prefer to buy products      Australians (91%) state that they are
                                                                                                                        they create.                            from producers who are passionate        concerned, at least to some extent,
                                                                                                                                                                about what they create.                  about whether the people they buy
                                                                                                                                                                                                         products from are passionate about
    Kilkenny, SA and                        Bairnsdale, VIC features a               Cabramatta, NSW has the
                                                                                                                                                                                                         what they do.
    Rundle Mall, SA feature                 high proportion of traditional           most comprehensive line
    communities rich in Asian               Australians from a European              of Asian produce. Products
    culture. In high demand in              background. In high                      typically purchased by
    these regions are:                      demand are:                              customers are:
                                                                                                                                                                                                         “Some of the beef
      • White Eggplant                         • Potatoes                              • Lychees
      • Ginger                                 • Cauliflower                           • Rambutan                                                                                                        provided in the
      • Chokos                                 • Carrots                               • Asian Leafy Veg                                                                                                 serviced butcher
      • White Zucchini                         • Cabbage                               • Kiwi Fruit
                                                                                                                                                                                                         shop is grass fed
      • Custard Apples                         • Pumpkin                               • Star Fruit
      • Paw Paws                               • Onions                                • Durian                                                                                                          from the Manning
                                                                                                                        The local meat artisan
                                                                                                                        Jemma de Gier (Butcher at
                                                                                                                                                                                                         Valley.”
                                                                                                                        Woolworths Crows Nest)

                                                                                                                        Jemma is a trained local butcher,       “The meat is the same product            that they want. “I’ve noticed an
Further to tailoring produce to                                                                                         living within 15 minutes of Woolies     throughout the season but we             increase in customers buying free
stores, Woolworths sources locally                                                                                      Crows Nest. Last week marked her        prepare it differently - more roasts     range and organic products and
made products and stocks these in                                                                                       fifth year working for Woolworths,      for winter and more burgers and          items.” She feels proud to be able
their local supermarkets. The map                                                                                       which the store celebrated with a       sausages for BBQ season. We              to tell her customers that some of
to the right shows examples of these                                                 Newstead - Lorries Pies            cake and flowers.                       also prepare the meat differently        the beef provided in the serviced
products and the stores in which                                                                                                                                depending on different cooking           butcher shop is grass fed from the
                                                                                                                        Passionate about her work, Jemma        styles.”                                 Manning Valley.
they are stocked across Australia.
                                                     Melville - iPastai                                                 loves the traditional butcher counter
All of these products are amongst
                                                                                        Chullora - Fettayleh            because it enables her to engage        Jemma loves the teamwork at
the top selling in their categories in
                                                                                                                        with customers whilst preparing         Woolworths – indicating that it runs
their local supermarket. There are
                                                     Mt. Barker - Pinnaroo Oil                                          meat, building rapport with regular     throughout the supermarket across
more than 3,400 products on our
                                                                                                                        customers over time. Whilst she         all the sections, making work a really
local sourcing program, which have
                                                                                                                        loves all meat, her favourite cut       pleasant experience. She feels that
increased by over 450 product lines                   Kennington - Castlemaine Dips                                     of meat is pork belly; especially       Woolworths is more engaged with
since September 2014.
                                                                                                                        because of the cold weather as it       customers’ needs than ever before,
                                                                Legana - Westhaven Fetta                                makes a really nice roast.              particularly in terms of the products

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THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
AU ST R A L I A’ S S E AS O N A L P E R S O N A L I T I E S
                                                                                                                        Australians are impacted in different ways by the changing seasons. Some prefer the cold, others love the heat
                                                                                                                        of summer. When winter comes calling, do you bunker down in the house and wait it out, or ride out the season
                                                                2 in 5 (41%) Australians report                         like nothing has changed? Does your cooking routine remain the same or do you change the menu to satisfy your
                                                                                                                        cravings for richer, heavier foods? Australia’s Seasonal Personalities explores the different personalities of Australians
                                                                that they spend more time
                                                                                                                        and the impact seasons have on their lifestyle. Which Seasonal Personality are you?
                                                                preparing and cooking meals
                                                                in winter compared to summer.

                                                                                                                                                                                   31% of Australians say no to social
                                                                                                                                                                                     engagements during winter at
                                                                                                                                                                                    least a couple of times a month
                                                                                                                        Adapting Cocooners                                                                                              Consistent Nesters
H I B E R N AT I N G C O M M U N I T I E S                                                                              You’re susceptible to the onslaught of winter, and
                                                                                                                                                                                   because they prefer to stay home.
                                                                                                                                                                                                                          Your cooking habits are not affected by the turn of
                                                                                                                        love the opportunity to snuggle at home, unfazed                                                   the season but you love the comfort of the home
                                                                                                                        by the prospect of missing out on social activities.                                                in winter. You don’t hesitate to say no to a social
Whilst FOMO (Fear of Missing            This new term applies most on the       Not limited to socialising, winter      In fact, you prefer to bring the dinner party home,                                                  engagement, especially on a cold night, to curl
Out) is increasingly prevalent in       cold nights of winter, highlighting     also affects the time Australians       inviting friends over to socialise in the warmth of                                               up in front of the heater to watch a good movie or
                                                                                                                        your own home over a hearty soup or casserole.                                                                         read the next book on your list.
our society, with winter comes an       that for Australians home is where      spend in the kitchen with 2 in 5
increase in JOMO (Joy of Missing        the heart is, particularly in the       (41%) Australians reporting that they
Out); a sentiment Australians have      colder seasons. More than half of       spend more time preparing and
toward staying local, and opting for    Australians (55%) cancel on, or say     cooking meals in winter compared
a quiet night at home without being     no to social engagements in winter      to summer. Even what we eat is
                                                                                                                           69% of Australians                                                                                                         31% of Australians do
otherwise persuaded by FOMO.            because they are much happier           more affected by the cool weather        change the meals they                                                                                                         not vary the meals
                                                                                                                          cook at home based                                                                                                           they cook at home
The term JOMO rebels against the        staying at home. This is primarily      than we might think with 7 in 10            on the season.                                                                                                            based on the season.
anxiety that comes with missing         driven by the comfort of the home       (69%) Australians indicating that the
out on an event and champions           with 2 in 5 (43%) Australians           meals they cook at home vary at
the idea of giving yourself space to    indicating that it is the cosiness of   least somewhat season to season.
experience life without having to say   home that they find most appealing
yes to everything.                      about spending a night in rather                                                Acclimatising Socialites                                                                                   Habitual Connectors
                                        than going out in winter.                                                       You embrace the change of season from autumn                                                      Of all Australians, you are the least affected by the
                                                                                                                        to winter, accepting it as a reality but not letting                                                changing seasons. You like to maintain the same
                                                                                                                        it interrupt your social life. You change the meals                                               routines as in summer, never turning down a social
                                                                                                                        you prepare to satisfy your need for nourishing                                                      engagement even in the event of poor weather,
                                                                                                                        comfort food.                                                                                             and stick to your year round menu choices.
                                                                                                                                                                                  69% of Australians say no to social
                                                                                                                                                                                   engagements in winter no more
Bringing the winter favourites          Woolies is bringing back the            and their Australian pork and beef                                                                than once a month as they would
                                                                                                                                                                                   prefer to go out than stay home.
to time-poor and cost conscious         affordable Sunday roast.                sausages by 16% from $6 to $5 per
Australians                             Lamb lovers will be rejoicing           pack.
                                        at Woolworths’ Price Dropped                                                                                                                                     64%                                  67%
                                                                                                                          60%
As temperatures drop across             program, the latest price reductions    Woolworths acknowledges that
                                                                                                                                                                                                                                                              50% 51%
Australia, shoppers are continuing      which will see the standard shelf       Australians are a meat loving                     46%                                                                            44%           42%
to gravitate towards their winter       price for an Australian Lamb Leg        nation and that meat is one of the
                                                                                                                                                   31%                                                                                                32%
favourites – one of these being lamb    Roast drop by up to 28% from            most expensive items in shoppers’                                                                                                        25%
                                                                                                                                           18%
roasts – to keep warm and cosy.         $13.99/kg to $10/kg. In addition        baskets. By investing $45 million                                                 13%
Lamb roast dinners are another way      to a drop in the price of lamb leg,     annually into the meat category                                                            3%      3%      2%
to keep out of the cold and bring                                               Woolworths is helping shoppers
                                        Woolworths has also dropped the                                                   AC AS HC CN                             AC AS HC CN                            AC AS HC CN                          AC AS HC CN
family and friends together.            price of their Australian regular       with their weekly budget by enabling      Spend more time in winter             The taste of food in winter is the       View grocery shopping as an         Health food products are a part
                                        beef mince from $9.99/kg to $8/kg       them to pay less for quality meat.      cooking meals than in summer.           biggest motivator for spending a       opportunity to see new product              of the weekly shop
                                                                                                                                                                 night in rather than going out.        innovations and try new items            (at least one product).
                                                                                                                                                                                                          (somewhat/strongly agree).

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THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
45
                                                                                                                                                                                         W O O LW O R T H S
                                                                                                                                                                                         DELIVERY TRUCKS
T H E H E A LT H R E V O L U T I O N
                                                                                                                        224                                                              L E S S S A LT
Australians are becoming
increasingly health conscious and
                                          by organic and raw foods (both at
                                          35%), and additive free foods (27%).
                                                                                 Top 5 Woolworths Macro Organic
                                                                                 foods purchased by Australians:
                                                                                                                        TONNES
aware of the foods they consume.
This trend towards healthy eating         Over the last two years, a steady       1. Organic Carrots                    LESS SALT
is demonstrated in the increase           upward trend can be observed            2. Macro Organic Tomatoes Diced
of health foods being included by         in health foods sales. Compared
                                                                                  3. Macro Organic Corn Chips
Australians in their weekly shop.         to last year, Woolworths sales of
                                                                                  4. Macro Organic Full Cream Milk
Just over half of shoppers (52%) buy      health foods have grown by 6.7%.
                                          Fruit and nut mix sales alone have      5. Macro Organic Coconut Water

                                                                                                                                                                                                             431
health food products weekly (i.e.
sugar free, additive free, gluten free,   increased by 13.8% in the last year.

                                                                                                                        R E D U C I N G AU ST R A L I A’ S
dairy free, organic, raw, salt free or    Health food customers represent        Sales of Macro products in the
vegan), with sugar free products          approximately a fifth of Woolworths    health food aisle in the 3 months
the most likely to be on Australians’     customers.                             from March to May 2016 increased       S A LT C O N S U M P T I O N
shopping lists and purchased by just                                             by almost 8% compared to the
over half of shoppers (51%), followed                                            same time period in 2015.              Woolworths understands the                  To date, Woolworths compliance
                                                                                                                        important role a healthy balanced           to the Food and Health Dialogue          WH E E L I E B I N S
                                                                                                                        diet plays in helping Australians to
                                                                                                                        live life well. That’s why they have
                                                                                                                                                                    targets across the nine categories
                                                                                                                                                                    has resulted in an 18% reduction in      L E S S SALT
                                                                                                                        a dedicated team of accredited              salt, which means Woolworths has
Food literacy of the next generations
                                                                                                                        nutritionists guiding their activities to   contributed 224 tonnes less salt to
Australians have a timeless connection with food and the food chain.                                                    make sure they offer a wide variety         the food supply. This is equivalent to
The food literacy of the next generation is important to Australians as                                                 of affordable healthy foods, while          431 wheelie bins or 45 Woolworths
it impacts generations to come. The inadequate consumption of fresh                                                     also helping their customers to             delivery trucks full of salt.
fruits and vegetables by the next generation of children is at the top of                                               make informed decisions about the
                                                                                                                                                                    The top 5 product categories that

                                                                                                                                                                                                                          x10
mind for many Australians with 68% considering this to be of extreme or                                                 products they purchase.
                                                                                                                                                                    contributed less salt to the food
significant concern. 3 in 5 (60%) consider children’s lack of knowledge of                                                                                          supply:
                                                                                                                        For their Own Brand products,
where the food they eat comes from to be of significant concern.
                                                                                                                        they have undertaken a range
                                                                                 Facilitating the food education of     of initiatives to meet the health                          Processed
Free Fruit for Kids is one initiative Woolworths has developed to
                                                                                 Australians                            expectations of their customers.                           meats
encourage healthy eating amongst kids and assist parents as they shop,
                                                                                                                        Woolies are committed to providing                         88,010kg less salt
making 250,000 pieces, 50,000 kgs, of fruit available for kids to eat
                                                                                 Woolworths supports Jamie Oliver’s     clear and transparent labelling, not
in local stores across Australia each week. Woolies is also selling new
sports packs of oranges in a bid to bring back oranges during half-time
                                                                                 Ministry of Food, which has four       using additives their customers have                       Breads                     The Food and Health Dialogue
                                                                                 fixed kitchens around Australia        asked them to remove and improving                                                    initiative has now been
at local sports games.                                                                                                                                                             70,421kg less salt
                                                                                 (QLD, VIC, NSW and SA), and two        the nutritional profile of their products                                             replaced by ‘The Healthy Food
                                                                                 mobile kitchens, in QLD and WA, in     to make healthier choices easier.                                                     Partnership’ – a collaboration of
                                                                                 the form of kitchen food provisions.                                                              Cheese                     preventative health groups, food
                                                                                 Over 30,000 participants have          In 2009, as part of their broader                                                     industry bodies and government
                                                                                                                                                                                   24,282kg less salt
                                                                                 taken part in a 5-10 week Jamie’s      commitment on health, they                                                            to tackle obesity and encourage
                                                                                 Ministry of Food program since         adopted the Food and Health                                                           healthy eating. Woolworths is a
                                                                                 2012 and recently launched an          Dialogue targets, a joint government
                                                                                                                                                                                   Savoury Pies               key stakeholder of the healthy
                                                                                 Indigenous program. Independent        and food industry initiative                                                          food partnership and will
                                                                                                                                                                                   10,763kg less salt
                                                                                 evaluation findings indicated that     established to address poor dietary                                                   continue to invest in developing
                                                                                 participants in both the 5 and 10      habits specifically focusing on                                                       products that improve the
                                                                                 week program increased their fruit     reducing the sodium content                                Breakfast                  nutritional balance of our Own
                                                                                 and vegetable intake.                  of foods from nine commonly                                cereals                    Brand portfolio.
                                                                                                                        consumed categories.                                       9,317kg less salt

  12 TROLLEY TRENDS                                                                                                                                                                                            TROLLEY TRENDS 13
THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
V A L U E S W A G : A N AT I O N O F C R E AT I V E S A V E R S
Australians are a nation of savvy       while just over half (52%) save         Top 4 tips for saving money on
shoppers, who seek products that        money by writing a shopping list        grocery shopping:
are value for money. Nearly 7 in 10     and sticking to it. Stocking up and
shoppers (69%) state that buying        bulk-buying are two other ways            1. Look out for Low Price Always
on discount is extremely or very        Australians save money, with just            and Price Dropped items.
important to them. These values         over half of shoppers (53%) currently     2. Where possible, buy in bulk to
are reflected in the ingredients they   saving money by stocking up on               find great savings.
purchase for meals cooked at home,      discounted non-perishables.
with 99% of Australian shoppers                                                   3. Keep an eye out for the weekly
saying price is an important factor     Between April and June 2016,                 specials that can help you
they take into consideration.           Woolworths has added an                      save even more.
                                        additional 183 products to the Price
As part of being savvy shoppers,        Dropped and Low Price Always              4. Compare the price of private
                                                                                     label products against
                                                                                                                        R E S E A RC H M ET H O D O LO GY
Australians are also creative           programs as part of an additional
savers. Almost 6 in 10 shoppers         $150M investment.                            mainstream brands.
                                                                                                                        In June 2016, Woolworths                About the McCrindle Research              Generations Defined
(58%) save money by purchasing
                                                                                                                        commissioned research into the          survey, June 2016
groceries based on weekly specials,                                                                                                                                                                       Reference to the generations
                                                                                                                        modern Australian grocery shopper.
                                                                                                                        Looking back 30 years, this research    Survey data is derived from a survey      throughout this report refers to the
                                                                                                                        includes a demographic analysis of      of 2,002 Australians aged 18+ who         following age categories as defined
                                                                                                                        Australian Bureau of Statistics data    are either sole, main or joint decision   by McCrindle Research:
The Odd Bunch initiative: reducing wastage and costs for Australians            Food Rescue Partnerships                – painting a comparative picture        makers in the household when
                                                                                                                                                                buying groceries. The survey was          Generation Alpha:
                                                                                                                        of Australian households, then
A ‘value for money’ mentality           With over 25 products in The            Woolworths recognises the                                                       in field from 8th June 2016 to 9th
THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
Published by Woolworths Limited July 2016

© Woolworths Limited 2016

Care is taken to ensure the accuracy of the information contained in
this publication. Please contact Woolworths Limited if you have any
concerns.

For more information on the Woolworths Trolley Trends Report please
contact the One Green Bean team on 02 8020 1800.
THE SHOPPER'S PICK Understanding Australia's new village green - PART OF THE WOOLWORTHS TROLLEY TRENDS SERIES - Woolworths Group
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