The Digital Shopper

DIGITAL RETAIL: AUSTRALIAN SHOPPERS LEAD THE WAY

Let’s face facts: From the Olympics to the Oscars, Australians love to outshine their American counterparts. Aussie shoppers are no exception it seems, with nearly 50% purchasing “everyday” items like fresh groceries (42%) and packaged groceries (41%) online while US shoppers are still in the minority, 18% and 26% respectively. It seems the Australian shopper values the convenience of digital shopping and while everyday grocery items are popular, the numbers soar when it comes to clothing (80%) and personal electronics (59%). Amazon executives no doubt have high hopes for its Australian expansion.
Do you blame them?
The results in this report can help explain the sense of urgency among retailers, brands, and agencies to understand digital shoppers—those individuals who buy more than the occasional book or gift online, those individuals whose consumption needs are met in large part by ecommerce.
Our internet speeds might be slow compared to the rest of the world but that hasn’t slowed the evolution of the Aussie Digital Shopper. Read on to learn more about this savvy shopper segment.

MEET THE DIGITAL SHOPPER

With operations in eight countries and growing, Field Agent regularly serves companies with their cross-border auditing and insights needs. Below we incorporate insights from six major international markets to find out what do shoppers purchase online?
For the Australian figures, we surveyed 500 Agents that shop online and 36% said they purchased from at least 3 of the following categories at least occasionally: fresh groceries, packaged groceries, cleaning products or personal care items. Such digital shoppers rely on ecommerce to satisfy many of their daily needs.

SO WHAT’S THE BIG DEAL ABOUT AMAZON?

Globally, Amazon is the key player when online shopping for groceries and household consumables and while Amazon.com.au is still in its infancy, with Aussie shoppers embracing digital shopping this figure is set to soar as Amazon Australia ramps up their offering.

WHO WINS LOCALLY?

In Australia the race for the online shopping dollar is on! While the two main players, Woolworths and Coles vie for 1st position, the competition is hot on their heels.

HOW CAN ONLINE RETAILERS AND BRANDS WIN AGAINST THEIR COMPETITORS?

The Product Detail Page (PDP) is where sales are made (or lost!). We asked our Agents which of the following factors has a strong influence over online purchasing decisions. Within the PDP the most influential elements for shoppers include customer ratings and reviews followed by the product description and specifications. Australian shoppers were not dissimilar to global counterparts in this respect.

DIGITAL PROMOTION: EMAIL IS STILL KING

Field Agent surveyed over 10,000 Agents across six markets to better understand the influence of online promos. It seems that a digital promotion delivered right to your inbox is still the most influential and effective online promotional tool. Aussies were also likely to respond to social media advertising.

 BUYING AND RECEIVING?

“There are no local businesses. Only global businesses.” Andy Lark – Marketing Innovator, Group Lark.
Shopping for consumables has never been easier. The number #1 device used globally for purchasing online is the trusty smartphone, and with an average of 79% of Australian shoppers using their smartphone to place their orders for groceries and household consumables, we literally hold the world of ecommerce in our hands. With 2.53 billion smartphone users across the world* (and growing) the importance of a seamless omni-channel shopping experience is vital. (*Source https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/

IT’S ALL IN THE DELIVERY

Following on from recent Choice Magazine* research which found that one in four people have missed home deliveries, it’s not surprising to see the adoption of new delivery methods for the digital shopper. While traditional options like Australian Post standard delivery (71%) and options for next day delivery (40%) are still popular, the relative newcomers are making their mark and set to grow. 62% of shoppers take advantage of ‘Click & Collect’, 14% enjoy the convenience of ‘Same Day Delivery’ and the one to watch, ‘Parcel Locker Pick Up’ on 11%. Multiple players are in this space with Woolworths, 7-Eleven and ParcelPoint leading the way. (*Source: https://www.choice.com.au/shopping/shopping-for-services/services/articles/parcel-delivery-and-postal-issues)

 

Store Brands: Insights on Private Label Brands

From cheap versions of products that were perceived to be poor quality and embarrassing to be seen with, to award winning products with serious creds, private label brands have come a long way in the past 5-10 years. But just how far have they come in the hearts and minds of the Australian shopper?
Field Agent asked 500 shoppers how their attitudes to private label brands have changed over the past 5-10 years. A resounding 51% said that they liked private label brands more than they used to, with a further 31% reporting that they have always liked them.
So where and when does that translate to shoppers picking up a private label over a brand name and vice versa? Let’s delve deeper into the current state of play from the mouths of everyday Australians and find out what the opportunities are for brands.

Private label is making serious inroads in the shopping trolley
We asked shoppers to estimate how much of their average grocery shop consisted of private label brands, and over a third estimated up to 25%, with another third estimating between 26% and 50% to be private label brands.
Whilst this may sound disheartening for brands, the ‘glass is half full’ way to read this, is that there’s still more than half a trolley to nab in almost 70% of trolleys and baskets!
Interestingly, almost 4 in 5 shoppers (86%) stated that they would continue to purchase the same amount of private label brands even if their household income increased.


What’s driving private label purchases?
Shoppers want their hard-earned dollars to go as far as possible with the savings offered by private label brands, without compromising on quality, most important.
Out of stocks can be disastrous for brands, who risk a shopper picking up a private label instead and deciding that the quality is comparable or at least justifies the savings, potentially losing a customer for life.

From zero to hero
Only 28% of shoppers still consider private label products to generally be inferior to branded products. A whopping 72% of shoppers now consider private label products to be of comparable quality or even better than their branded counterparts.
Certainly the quality and design of packaging has improved, and the expansion into premium brand extensions goes a long way to improve quality perceptions of private label products overall. Just take a look at the example below. A humble tin of peeled tomatoes, presented differently by lower tier private label (Franklins, Black & Gold, Coles Smart Buy, Woolworths Essentials), a more upmarket version of a private label (ALDI’s Remano, Coles, Woolworths Select), and finally, known FMCG brands (Ardmona, Val Verde).
Isn’t marketing a magnificent beast? ALDI’s positioning of their brands as ‘ALDI exclusives’ even has some shoppers believing that they are not actually buying private label products.
Woolworths is capitalising on this trend in a number of key value categories where shoppers traditionally shirk private label. Since July 2016, Woolworths shoppers with keen eyes will have noticed some brands, like the Balnea range of bodycare products, are “Specifically developed and produced for Woolworths”.
It can’t all be marketing, though. Recently a $6.99 bottle of Shiraz from ALDI made headlines after winning a double gold medal at the 2017 Melbourne International Wine Competition, and a Woolworths Half Leg of Ham took out the title of Best Nationally available Ham at the 2017 PorkMark Awards.

Winning categories for private label products

Grocery staples top the list of products that shoppers are most likely to reach for a private label. Dollar a litre milk has not been without controversy but it appears that the movement for supporting Farmers through boycotting private label milks has been short-lived.

So where do branded products win?
Australian shoppers are reluctant to compromise on little luxuries like cosmetics, hair care and their morning cuppa. A special mention goes to the pet products category in 6th position with 42% never or rarely purchasing private label for their fur-babies versus 32% for their human babies – talk about pampered pets!

Shoppers are happy to trade-up to a brand name if the price variation is deemed to be insignificant, or if the product delivers on superior quality and wider ranges.

With the improved perception of private label brands being synonymous with quality and better value, now more than ever it’s important for brands to understand and listen to their shoppers and know what drives their decision making. Eroding margins and endless promotional cycles are not sustainable. What gives your brand the edge on private label products in your category? Is your planned innovation likely to hit the mark? Find out with Field Agent.

An Australian Christmas

Aussie’s were predicted to spend a fortune on our festive feasts this season — so what was actually served up on the table on Christmas Day?

According to the Australian Retailers Association, $20 billion was expected for grocery items this Christmas and supermarket sales were expected to beat last year’s figures by 3.27%, with foot traffic increasing 7.5% week-on-week across physical grocery stores.

More than 900,000 punnets of cherries, 2 million kilos of fresh Australian prawns, over 80,000kg of turkeys, six million fruit mince pies, half a million pavlovas and more than 1.7 million mangoes are also expected to be sold at Woolworths stores before Christmas Day. And that’s just one retailer!

We could go on and on with the stats, but we decided to put our nose to the ground (or to the dining tables…) and find out where they shopped and what was on the menu at Australian Christmas celebrations directly from the source, our Agents.

Take a look.

And here’s what Christmas lunch and dinner REALLY looked like…


Need additional insights to make sense of the holiday shopping season? Get in touch with our team today.


 

All Things TOYS!

Christmas and sale season is just around the corner. Kids make their lists. Parents make their purchases. And companies (hopefully) make their forecasts.

Toys may be fun, but they are serious business. With toys driving so much of the overall festive spending bonanza, Field Agent recently ran a study to uncover parents’ and kids’ attitudes and behaviours toward toy shopping. With insights gathered from 300 Australian families and a total of 424 children under 12 years old, we’ve prepared for you a peek into the top retailers of choice for toy purchases, the favourite toy franchises amongst boys and girls, and the role of digital shopping.

What really matters to parents as they shop for and buy toys for the kiddos?

The three top priorities for parents are: (a) quality/durability/longevity, (b) price and (c) educational/developmental value. Least importance was placed upon gender specific gifts.
Naturally, where there are parental priorities, there are bound to be parental frustrations, as one or more factors might impede mum and dad’s toy-buying objectives.

When it comes to toy-shopping, parents said they’re especially frustrated with out-of-stocks (63%), prices (54%) and selecting toys their children will actually play with/like (41%). Taking the kids along to do the toy shopping (35%) is also a common source of irritation!

Which retailers have captured the affection of toy shoppers?
And do parents and kids differ about the best places to shop for and buy toys?

Kmart (40%) took top place in Field Agent’s survey of parents, followed by Big W (23%), Target (15%), and Toys-R-Us (11%).
But would kids see eye-to-eye with their parents? As it turns out, yes.
Children showed an equally strong preference for Kmart (33%) with Toys R Us (22%) following behind as the second most popular toy shopping destination for kids.

 Toy Shopping in an Omni Channel World

News feeds are buzzing these days with omnichannel developments—everything from online spending to in-store pickup, app-based shopping to same day, in-town delivery.
How has the omnichannel impacted toy shopping?
According to survey results, only 15% of parents say they ‘often’ purchase toys online and 52% ‘sometimes’ purchase toys online. When asked how often they purchase toys for their kids online, only 5% responded ‘never’.
eBay wins the race on preferred choice of online retailer for toy shopping (21%) with Target a close second (17%).

Batteries Included?

Something has to make all those remote-control cars, back-flipping puppy dogs, and handheld video games do their thing. Battery juggernauts Energiser (38%) and Duracell (28%) and were on the top of the heap as the brands parents prefer, with private label/store brand batteries (20%) a near third place.

Parents were also asked to describe the ideal “batteries included” scenario when buying new toys.
Do they prefer to pay a little more for name brand batteries to be included, or would they prefer lower grade batteries (or no batteries at all) with a lower price tag?
Convincingly, 47% said they’d prefer high grade, name brand batteries, even if it means paying a bit more.

It’s all about the kids

Unsurprisingly, when it comes to buying toys, parents think MOST about the desires and wishes of their child, with price and promotion, a secondary influence.

The kids have their say…

Field Agent set out to determine what toys, specifically, 5-12-year olds, have their sights set on for the upcoming festive season and beyond. We asked kids:
“What one toy do you want most for Christmas this year?”
Regardless of gender, it was a big win for LEGO, which received the most mentions across all kids. Sports equipment, gaming consoles and tech devices (Fit Bits, drones etc) also cleaned up.
  1. LEGO
  2. Sport Equipment
  3. Gaming Console
  4. Tech Devices (Eg, Fit Bit, drones etc)
  5. Apple products (Eg, iPad, iPod touch)
  6. General toys (Action figurines, board games, dolls, etc)
  7. Remote Control Cars
  8. Shopkins
  9. Hatchimals
  10. Barbie

An almost equal weighting was placed upon You Tube, friends and TV Advertising as the major influences to what toys the kids want.

Best and worst of gift giving and receiving?

When asking kids what they like and dislike, the results are honest and brutally truthful.
LEGO (27%) is the long reining gift hero of the best gifts to receive. Amongst the worst? Clothing and footwear (sorry Grandma) (36%).
Interestingly, an equal number of kids (25%) responded that gaming consoles are both the best and the worst gifts.

 

What could toy manufacturers and retailers do better?

Field Agent gave over 500 parents an open forum to articulate their suggestions for toy companies and retailers. The quotes below are representative of the more prominent themes arising from parents’ remarks.


For many companies, the entire year rises and falls on this crucial pre-Christmas retail season. How is your brand performing? Field Agent provides crowdsourcing via smartphones to equip brands, retailers, and agencies with location-specific in-store information and/or  ‘in the moment’ shopper and consumer insights.

The bottom line is the bottom line.

Mobile Audits and Research from Field Agent offer a fast, affordable way to better understand and increase retail sales throughout the festive season.

 

 

Supermarket-ing Wars: Christmas 2017


Aussie Supermarket giants Woolworths, Coles and ALDI have all released their Christmas 2017 television campaigns.

All three retailers have worked with some super talented creative teams, so collectively they are already nothing short of wow-factor.

We took it to Australian shoppers to find out which ad really strikes a chord and makes them want to shop with a particular retailer this Christmas time.

We asked 1000 Field Agents their opinion on which ad they prefer.

If you haven’t yet seen the ads, take a look at what our Agents were presented with:

Woolworths – Share The Spirit of Christmas. Woolworths’ TVC celebrates the realities of the preparation and enjoyment of an Australian Christmas in the ‘Share the Spirit of Christmas’ campaign, by M&C Saatchi.
ALDI – The More The Merrier. Arguably the most original of the lot, telling the story of Doug, whose legendary knock in a game of backyard cricket lasts 40 Christmases, before he finally goes out to eat an ALDI Christmas lunch.
Coles: What We Love About Christmas. Coles’ TVC features a wide variety of Australians sharing what they love about Christmas, in a campaign developed by Big Red. Coles ambassador Curtis Stone shows up briefly at the commercial’s end.

 

The Real Housewives of Australia

Fact: Women are still the primary carers in Australia. While men and women averaged the same hours for paid and unpaid work overall, men spent twice as long as women in employment related activities and women spent twice as long as men in unpaid work (particularly domestic activities and child care).* Source: Australian Bureau of Statistics, Sept 2017.
Though she works inside the home, the stay-at-home mother is an economic force in her own right. A recent Field Agent mobile survey found 97% of modern housewives are their family’s primary grocery shopper and 95% their family’s primary home-essentials shopper.
Understanding stay-at-home mums gives you insight into the most significant demographic of retail spending.
This month, Field Agent surveyed 500 stay-at-home Australian mums to explore their shopping habits and retailer preferences. All survey participants are women with children presently living at-home. Furthermore, 86% of the those surveyed have children aged 6 and under. 63% are currently married and 14% are in a defacto relationship.

The Graphic Story: Modern Homemakers

1. Building out a job description

Field Agent asked stay-at-home mums what household duties are their sole or primary responsibility, that they do more of than any member of the family.

2. Grocery and Cleaning: The Key Categories

With Grocery and Household Essentials shopping accounting for the majority of primary duties of the modern homemaker, it made sense to dig deeper on the habits and preferences of these two categories.
69% of Australian families spend between $400-$800 every month on their grocery shopping.
The battle between the two major supermarkets, Coles & Woolworths, is evident with 45% choosing Woolworths and 43% choosing Coles. ALDI is yet to take a large slice of market share.
Of the 55% who said they would purchase a new product if it were on sale, just over half mentioned they would tell someone else about that product.

More shoppers (45%) are purchasing grocery product private label brands ‘often’ compared with 27% in the cleaning category.

3. Baby and Pet Supplies

Human and “fur” babies alike are high up on the priority shopping list for the modern Australian homemaker.
At a time when the broader retail market is struggling with lacklustre growth and a slowdown in consumer spending is pinching profits, the baby and infant industry has been enjoying a boom.
For the past few years baby care has consistently outperformed the wider retail market, and while experts argue about the exact value of this sector, it is estimated to be worth more than $8 billion in Australia alone.

Not to be undermined, the Australian pet-care sector superseeds the marketshare of the baby care sector. Australians are spending $12 billion a year on food, grooming, vets and insurance for their animals, making the pet care industry one of the major growth hot spots of the country’s business sector.
There are an estimated eight million pet owners, primarily of cats and dogs, which means Australia has one of the highest domestic animal ownership rates in the world. And the Aussie homemakers are the people making the majority of the retail decisions regarding pet care products.

 

4. New Products

Word of mouth is strong even in the grocery game. 57% of people who have purchased and tried a new grocery item  have told someone about it, compared to just 23% who don’t mention it to anyone.
Here is what some of our Agents had to say about new grocery items they have tried recently:

5. Garden and Auto Supplies

With homemakers bearing less responsibility for garden and automotive supplies compared to other categories, it’s not surprising that the frequency of purchase from these is much lower.

 

The Most Powerful Packaging Claims in 8 Product Categories

On average, more than half of shoppers (51%) say package label claims are either extremely or very important to their product purchases.

Nearly 4 in 10 shoppers say they would switch to a new brand from a current preferred brand in favour of increased product transparency. In fact, 73% of them would be willing to pay more for a product that offers complete transparency, according to a recent survey by Label Insight. The demand for transparency is clear, yet two of the most challenging categories in which to find information are those in which we come in contact the most – packaged food and personal care products.
Shopper demand for transparency has prompted the need for brands to create a standardised method for sharing product information in a convenient, easy-to-understand manner. New technologies such as Smart Label in the US are taking the influence of packaging claims very seriously.
This new tech offers a smartphone scan-at-shelf function which then reveals just about everything there is to know about the product such as allergy information, corporate ethics and sustainability programs, in addition to detailed nutritional and ingredient information. The Smart Label initiative is growing exponentially with a projected 34,000 products to be participating by the end of 2017.
With more and more people caring about the finer details about the food and products they purchase for their households, packaging labels can make an enormous impact on the shopper.
But which product claims, specifically, have most sway over shoppers and their spending?

The Most Powerful Package Label Claims

Field Agent Australia surveyed 500 Australians on its all-mobile panel to identify the most influential label claims across eight product categories: packaged foodsnon-alcoholic beverageshair care products, over-the-counter (OTC) medications, pet food, dairy products, home cleaning products & cosmetics.
Each of these categories are renowned for making bold product claims in their packaging. So, what on-package claims really engage shoppers and influence which product they pick up from the shelf.
The infographic below details the top five label claims across eight key categories:

 

Thus, depending on the product, the “magic words” may well be Made in Australia (packaged foods, non-alcoholic beverages), Real Fruit Juice (non-alcoholic beverages), Quick Relief (OTC medication), Moisturising (hair care), Real Meat (pet food), Kills Bacteria (home cleaning products), Full Cream (dairy products) and Sensitive Skin (cosmetics), or a variation of these words.
For many shoppers, such claims do have power over purchase decisions. In fact, when asked, 37% of said it had a direct impact in their final purchase decisions, some examples of this include:
“Free range eggs. I purchased this product as I believe the hens are allowed to roam and aren’t restricted and no chemicals are used when I purchase this product.” Female, 50, VIC
“Real fruit juice was the product and the claim was that the juice was made of “just 20 apples” Male, 19, NSW
“Panadol Rapid – I purchased this product because it claims that it is fast acting on pain relief.” Female, 35, VIC
“Low carb wraps and bread as I only eat those items if they are lower in carbs. Also ‘Fast Acting’ basic pain relief medication.”  Male, 22. ACT
“I was buying body lotion and chose one due to the scent, but the label claims of all natural product on the other bottle swayed my purchasing decision.” Female, 28, QLD
However claims can have the opposite effect if not meeting the expectations of the shopper. 27% of those surveyed told us how packaging claims actually discouraged their purchase decision.
“Low fat, low sugar, all those things just make me think there’s more bad stuff in there to compensate. I’d rather eat fat and sugar than eat something unidentifiable. Also more cautious around ‘RSPCA Approved’ now and the labelling on eggs and meat – I eat organic where possible to make sure as best I can.” Female, 28, NSW
“Pain relief medication claimed to target a specific area of the body, which I knew was untrue.” Male, 29, WA
“Pineapple in a can. Turns out it was from Thailand not Australia.” Male, 29, VIC
“I decided not to buy Cadbury chocolate because the packaging claimed the product was Halal. I even rang the customer service phone number and no one could tell me what ingredients required Halal certification.” Female, 52, VIC
Asked to rank the product categories by the relative power of their label claims, shoppers rated the claims of pet food products, packaged foods, home-cleaning products and OTC medications as comparatively more influential over their spending than those found on hair care products, dairy products, cosmetics, and non-alcoholic beverages.
There is still a big opportunity to influence a shopper with packaging claims at the point of purchase to try your product. Let Field Agent help you decide what should go on your next packaging design to get maximum cut through at the shelf.

Healthy Living Report 2017 [Part 2]

We present you with Part 2 of our Healthy Living Report where we uncover further insights into the retail of physical wellness, with responses from 500 Australians regarding their health & fitness plans for 2017.


Vitamin, Mineral & Supplement Purchases

Men and women appear to have similar approaches to taking multivitamins for general health and wellness. However, we start to see some gender differences in the choices of other supplemental products. Men tend to be more inclined to purchase supplements that support muscle building and condition, while women are focused on internal health and well-being. One of the biggest variations is with protein powders, with 34% men and only 20% of women citing they will incorporate this product to their regime. In contrast, more women mentioned they would take probiotics, with 29% versus 18% (males). Probiotics are associated with assisting overall gut health which is a very popular health focus for 2017.


Stylishly Active – Insights on Sportswear

Is activewear also passivewear? 56% of women and 45% of men said they only wear fitness apparel specifically for fitness activities 10% of the time!
The rest of the time they are wearing their activewear for comfort, convenience and appearance. This is not surprising with fashion designers blurring the lines between fashion and activewear for some of the global active brands.  When we talk about the term ‘activewear’ we are also referring to wearable tech such as Garmin, FitBit and Leaf Urban. Some of the top reasons why wearable tech is so attractive is to simply know more about their day-to-day activities, to stay on track with health & performance or to hold themselves accountable. Overall, activewear has never looked so good!


Retailers Get Digitally Fit

The modern problem of being time-poor and not wanting to waste time in-stores is remedied by retailers offering quality omni-channel experiences.
Webrooming (researching online and purchase in-store) is gaining in popularity with 48% stating it’s their preferred shopping method, perhaps with many doing their research whilst relaxing after-hours. Online reviews are also very popular, with 45% influenced by an online review in their decision making process.
With such a considerable percentage of consumers doing their research and/or shopping online, it is absolutely essential to ensure a seamless and informative experience across all touchpoints, digital or physical.


Go-To Retailers

Whilst many brands were mentioned as retailers they would visit to purchase health & fitness products, the top three that ranked the highest for both men and women is Kmart, Chemist Warehouse and Rebel Sport. Rebel Sport is seen as the market leader in all things health & fitness related, whilst the accessibility and affordability of Kmart and Chemist Warehouse is what set these retailers apart from the rest.


Lean & Mean Fitness Purchases

2 in 3 women will purchase new activewear/workout clothes to enhance (or encourage) their physical activities in 2017, with the same number of men planning to purchase new footwear specific for their pursuits.
When asked their opinion of the statement, “To get in shape you have to spend money,” 58% agreed, 15% didn’t have an opinion and 38% disagreed that you need to spend money to get in shape.
Whatever your opinion, there is no denying the retail influence of health & fitness-related consumables.


Healthy Living Report 2017 (Part 1)

healthy-living-part-1-header

The new year. A time when the collective conscious turns its attention to self-improvement and healthier living.

We surveyed 500 Australians over the first several weeks of the new year and found a great many are seeking a course for positive change in the months ahead.
Healthy living goals also have implications for a healthy retail industry. With the new year comes a flurry of self-improvement spending, as shoppers buy everything from footwear to FitBits to fish oil.
The following pages are jam packed with insights into healthy living shoppers. The report, which will be delivered in two parts, encompasses findings from an equal number of men and women.
Time to flex your business muscle in 2017 and come to grips with today’s healthy living shopper.

Body In Focus

So many self-improvement efforts focus on the body; how it looks, how it feels and how it functions. Australians plan to change their lives in 2017 with the human body front and centre. Sleep quality and mental health is also a significant priority amongst many Australian men and women. On many levels, physical health and mental health go hand in hand.
For the most part, women are more likely to have set resolutions around looking and living better and reducing stress. Men, it seems, are more likely to get physical, choosing exercise as their main health focus.

Looking Good in 2017

New clothes, footwear, skincare products and dietary supplements are the main items Australians are planning to purchase to help them look better in 2017. Not surprisingly, women are more likely to purchase skincare products (62% vs 49%), cosmetics (59% vs 15%) and spa/beauty treatments (48% vs 16%) while men are more likely to be purchasing dietary supplements (63% vs 45%), oralcare products (55 vs 44%), body scents (50% vs 38%), gym memberships (45% vs 31%) and exercise equipment (45% vs 25%).


A Shift In Thinking

Concern for healthy living in general has become more important; with 4 in 5 Australians stating that this has some level of importance on their overall purchase decisions.

Healthier Habits

Eating healthier, drinking more water, eating more fruit/vegetables and cooking at home more are the most popular ways people are determined to change their life this year.
Women are more likely to plan to drink more water (76% vs 68%) and snack less (44% vs 39%) to achieve their goals while men are more likely to aim to drink less alcohol (29% vs 23%) to achieve their goals.

Change Your Habits. Change Your Life.

Exercising/working out more along with losing weight/watching weight are the two main ways both women and men are planning to change their life this year. Other priorities are to try and spend less/save more which may in turn help them sleep more/better which is another top goal.
While women generally love to shop, interestingly they are more likely to want to spend less/save more in 2017 (62% vs 46%) compared to men. Women are also planning on making more effort to keep their homes cleaner (50% vs 30%) and also to make more of an effort with their appearance (43% vs 25%).
Men are more likely to plan to change their life by wearing better quality clothes and footwear (32% vs 23%) and playing more sport (28% vs 15%).


Sweat It Out

Over two thirds of Aussie’s state that they intend to exercise or play sport 3-5 times a week with just over a quarter planning 3 times a week. All this sweat will go a long way to achieving the overall health goals for most Australians this year.

q6-graph


Timing Is Everything

Just over half of Australians typically spend between 30-60 minutes on an exercise session. A further quarter would spend between 15-30 minutes per exercise session. A smaller number are hardcore committing to an hour or more for each work out!

q7-graph


Fail to Plan, Plan to Fail

The most common fitness, exercise and health goals for 2017 are:
  • To feel healthier (79%)
  • To feel better about myself (77%)
  • To lose weight (62%)
Women are more like than men to have these goals. Men it seems have a higher care factor than women ‘to be in better shape for others’ and wanting ‘to be perceived by others more positively.’

q8-graph


When asked how they felt about reaching their goals and plans for 2017 the sentiment was largely around them being achievable and realistic. Interestingly though, having challenging goals was also a common thread, so it seems people are happy to push themselves a little.
Here’s what some had to say:

quotes


Want to see stats like this_FOOTER

Christmas Holiday Report – Part 2: Christmas Shopping The Australian Way

blog-header

As Christmas fast approaches, Field Agent set out to further understand how Aussie’s tackle their Christmas shopping. We present you with Part 2 of our Christmas Holiday Report, offering 9 pivotal insights into the attitudes and behaviours of 500 Australian Christmas shoppers with children in their households.

1. Which of the following are particularly important to you as you shop for and buy Christmas gifts?

When asked what are the most important factors to consider when Christmas shopping, it seems we are a budget savvy-bunch. Women are more likely to state that affordability /low cost is more important than males (82% vs 74% respectively). Women are also more likely to give ‘sentimentality’ as an important reason to buy Christmas gifts (46% female vs 36% male).

q-2-graph

2. When purchasing Christmas gifts this year, which 3 retailers will receive most of your business?

When purchasing Christmas gifts, it appears that the large discount department stores are likely to get most of the shoppers spend. Women are likely to shop at Kmart and Target compared to men. Aussie men are more likely to spend their Christmas budget at JB Hi-Fi, Toys R Us, Bunnings and Rebel Sport.

graph-q3
3. Compared to last year, do you expect to spend more or less on gifts, decorations, toys, electronics and groceries?

Despite the uncertainty in the economy, Australian’s are still happy to spend up at Christmas time with over half of shoppers saying that they intend to spend a little more or a lot more than in 2015. Gifts in general are on the increase with 60% of people saying they will spend more. Other items including groceries (50%), toys (45%), electronics (43%) and decorations (35%) are all forecasted as a higher expenditure than in 2015.

q-6-graph

4. How likely are you to shop online for gifts this Christmas season?

The convenience of online shopping is stronger than ever, with nearly two thirds of shoppers citing they are ‘extremely/very likely’ to buy gifts online this Christmas. Men (64%) are more likely than women (50%) stating they are ‘extremely/very likely’ to purchase Christmas gifts online. Only 1% responded that they are ‘not at all likely’ to shop online this Christmas. The popularity of ‘web-rooming’ (when consumers research products online, then come into a physical store to buy them) and ‘show-rooming’ (the practice of examining merchandise in a traditional brick and mortar retail store or other offline setting, and then buying it online, sometimes at a lower price) is on the increase. With this in mind, it’s even more important for retailers to offer an omni-channel shopping experience to ensure they capitalise on all forms of shopping.

q5-infograph

5. Looking ahead, which of the following gifts are your children likely to receive for Christmas this year?

graph-q7

6. How much do you expect to spend PER CHILD (in dollars) on Christmas gifts THIS holiday season?

The average spend per child for Christmas is expected to be about $290; with approximately a third of shoppers saying that they plan to spend between $201 – $500 per child.

infograph-q8

7. How much approximately do you expect to spend on your spouse/partner (in dollars) for Christmas gifts this season?

The average spend on a spouse/partner is $268. Men are likely to spend $100 more on their female spouse than women are on their male spouse. Perhaps this due to the ritual of men traditionally leaving their Christmas shopping to the last minute and not taking the time to shop around for the best deal (or maybe they are happy to splurge on their female spouse and indulge their expensive requests!).

q10-infograph

8. When shopping for groceries to enhance your Christmas celebrations, how much influence do in-store product displays have over your purchase decisions?

With a massive 77% of shoppers stating that they are either ‘moderately influenced, very influenced or extremely influenced’ on grocery displays at Christmas time, it shows the importance of having a strong merchandising strategy. An important ingredient in retail display execution is measuring compliance. Are your products ticketed as they should be? Are they fully stocked? Field Agent truly are your eyes and ears in peak promotional periods to ensure you’re capitalising on the strong retail trade. Less than 1 in 10 feel that in-store product displays will be extremely influential in their product decision.

q4-infograph

9. How likely are you to purchase at least one Christmas gift for your PET this Christmas?

Pets play such an important role in Australian families, that it only seems appropriate that they too, receive a special something to mark the season of giving.

Of those shoppers that own a pet, a whopping 75% will purchase at least one gift for their pet at Christmas. Only 1 in 10 shoppers said that they were not at all likely to purchase a gift for their pet.
q12-infograph

We encourage you to share this report with your team and your colleagues. As always, if you have any questions or want to talk further about how Field Agent can help you better understand your business, drop us us an email.

Did you download our Big Honking Tree Topping Guide to Christmas Shoppers 2016? It’s not too late.

Make it a Christmas season to remember and download the report now. 

download-the-guide-image