Cash-strapped, health conscious and tech savvy: Meeting the changing needs of Australian consumers

These and other insights in PwC’s Voice of the Consumer 2025 survey were gathered from 21,075 consumers across 28 countries and territories, including 1,002 in Australia. 

Five major trends have been shaping consumer choices in Australia with many important implications for consumer companies:

1. Value for money:

Financial pressures and economic challenges are top of mind for Australians, with 74% identifying rising living costs as a major concern, with 55% feeling financially insecure. This economic strain is significantly impacting purchasing decisions focused on value.

2. Healthier lifestyles:

Consumers are committed to enhancing their well-being, evident from their interest in healthier eating habits and the use of health technologies. Health remains a priority, as 80% rate their health positively, with 50% intending to consume more fresh produce, while 30% aim to reduce alcohol intake.

3. Supermarket supremacy:

Supermarkets dominate grocery shopping, with 79% shopping weekly instore and 18% online, driven by their ability to offer value through promotions and loyalty programs. There’s an observed trend towards bulk buying and switching brands for better deals, amid rising fresh produce prices due to inflation and supply challenges.

4. Conscious consumption:

There is heightened interest in corporate sustainability initiatives, although willingness to pay a premium for environmentally friendly products remains limited. Climate awareness among consumers is growing, with 56% eager to learn about corporate sustainability initiatives, though only 35% willing to pay a premium for environmentally friendly products. Local produce preference stands out among sustainable practices. Consumer companies face challenges adapting to these consumer demands, balancing value with health and environmental impacts. Opportunities lie in creating transparent promotions, expanding own-brand portfolios, and building trust following regulatory scrutiny. Meanwhile, sectors can capitalise on health trends by introducing products for specific health needs and offering smaller portion sizes.

5. Technology: A generational perspective

Generational technology divides are evident. Interest in using GenAI to support meal planning, grocery budgeting or exercise and healthcare is on the rise​, with 92% of GenZ respondents suggesting they would be comfortable doing so. The older generation is a bit more reluctant, with half indicating they are less comfortable with such use. Companies can leverage these trends to personalise experiences across generations while maintaining transparency regarding data privacy concerns.

The report highlights the need for companies to respond to evolving consumer trends, as the interactions between economic factors, health priorities, and technological advancements reshape market opportunities.

Businesses that can swiftly navigate these changes and meet the diverse demands of consumers are likely to achieve sustained growth and success in this dynamic landscape.