Good-quality shopper panels need real people who accurately represent the wider population, and who reflect real shopping behaviours. Consumer behaviour is always changing and what’s important for shoppers today may not be as important tomorrow. To win with tomorrow’s consumers, brands need representative measurement that keeps up with the latest changes in shopper behaviour.
Australia’s population continues to grow and diversify, as 30% of Australia’s residents were born outside of the country. At the same time, what shoppers want in their products is becoming more varied. How consumers view their health and wellness varies. For older consumers, there’s a stronger tendency towards low-sugar products, while younger consumers look to organic, gluten-free and lactose-free products when pursuing a healthier lifestyle. On top of this, how consumers buy their groceries is also changing, with online sales now outpacing total grocery sales by 10 times. These are prime reasons why Nielsen continues to invest in its Australian Homescan panel.
Despite being on the cutting-edge of shopper measurement in Australia, there’s no room for complacency when it comes to measuring consumption trends. In the last two years alone, we’ve enhanced our Homescan panel methodology to include a more comprehensive view of smaller-spend shopping trips and incorporate online grocery purchases. Nielsen’s recent partnership with the George Institute enables brands to understand the impact of health claims and nutritional information on product sales.
And more recently, we’ve enhanced the panel to more accurately measure the purchasing patterns of multicultural households in Australia. While Australia celebrates cultural diversity, our research shows that manufacturers are missing out on a sizable growth opportunity by not fully embracing our ethnic population. By understanding which brands and products appeal to various ethnic and cultural groups, retailers and manufacturers will be better positioned to step up their game and appeal to them.