Shopping less, spending more: Aussies feeling the pinch at grocery checkout

Over a third of Australian consumers (35%) have noticed the increasing price of groceries across the country, with many feeling their money being stretched during the COVID-19 pandemic, new research from customer data science leader, dunnhumby has revealed.

The dunnhumby Coronavirus: Australia – Attitudes and Behaviour report, which surveyed the shopping attitudes, behaviours and satisfaction of consumers, found 37% of Australians say that their money isn’t going as far as it used to when grocery shopping.

The research also shows significant concerns about the longer-term impact of COVID-19 on the economy and personal finances, with 41% saying their own finances are weak and over three quarters of respondents (76%) feeling that the economy is in a bad shape.

“Now more than ever, shoppers want a good deal. Regardless of price increases, it is still the perception of price and value that matters,” dunnhumby Australia managing director, Kylie Gleeson-Long said.

“Retailers must ensure they are using data to inform their strategies on which levers to pull to ensure customers feel better off, whether it’s base prices, promotions, assortment, personalised offers, communications, own label, store or online customer experience.”

The survey shows a significant rise in number of shopping trips in-store (84%) versus online. Further, over one third (38%) of people are saying that they spend more per trip, which points to bigger basket sizes and the continued trend of eating at home.

Separately, 62% of people say they are making fewer visits a week, and 57% are shopping at fewer stores, opting to buy everything from the one retailer.

“Aussies can be confident in grocery retailers’ abilities to provide everyday essentials while keeping you safe in store when you visit, without the need for ‘stocking up’ or spending more in the process,” Gleeson-Long added.

When asked to rate their confidence in the largest grocery retailers, Woolworths led the way in managing coronavirus and its related issues (46%), followed closely by Coles at 38% and ALDI at 16%.