YouGov study reveals how discounts are influencing Australians’ food choices
Australians want to eat healthier, but supermarket price promotions are making that harder. New national research conducted by YouGov and commissioned by Shopfully – the leading Drive to Store technology company that connects millions of consumers with nearby physical stores, reveals a growing disconnect between shoppers’ intentions and the products being promoted, with discounted processed foods continuing to dominate supermarket specials even as cost-of-living pressures intensify.
The survey of more than 1,000 Australians found that 78% of consumers have gone grocery shopping intending to buy healthy food, only to end up purchasing something less nutritious because it was on special. This is far from rare: 15% say it happens often, while a further 43% say it happens occasionally.
For retailers, the findings present a clear opportunity to better align promotions with changing consumer expectations, as Australians become more deliberate in their grocery purchasing plans and seek out value that supports healthier choices.
Healthy intentions vs promotional reality
According to the research, more than eight in ten Australians (83%) want supermarkets to offer more price promotions on healthy products such as fresh fruit, vegetables and organic foods. More than half (52%) say they strongly agree, a rare level of consensus in consumer sentiment.
However, when asked what’s actually being promoted, the reality looks different. More than half of Australians (51%) believe supermarket price promotions are primarily focused on processed foods, such as soft drinks, snacks and baked goods. By contrast, fewer than one in five (19%) feel healthier products receive the same promotional focus, while a quarter believe promotions are split evenly.
Older Australian shoppers are particularly sceptical, with Gen X and Baby Boomers far more likely to believe promotions favour processed foods, while younger shoppers and city dwellers are slightly more optimistic about seeing healthier options on sale.
“These results show Australians aren’t asking supermarkets to choose between affordability and health,” said Brendan Straw, Country Manager at Shopfully Australia. “They’re asking for both, and right now, many feel that balance just isn’t there.”
Inside the ‘specials trap’
The research also shows just how strongly promotions shape shopping behaviour in the moment.
Many Australians report changing their mind in-store about buying healthier products because of price. While as many as two in three Australians (67%) believe supermarket promotions actively encourage greater consumption of processed foods, reinforcing the idea that what’s discounted and prominently promoted plays a decisive role in what ends up in the trolley.
Younger Australians and families appear to be among the most affected, with Gen Z and Gen X shoppers more likely than other generations to say they frequently abandon healthy intentions due to promotions. Families and married households also report being particularly susceptible to price-led trade-offs.
“Promotions don’t just influence what people spend, they influence how people eat,” Straw said. “When ultra-processed foods are consistently the most visible and discounted options, they naturally win, even when shoppers have the best intentions.”
The issue isn’t intent, it’s access
Despite rising grocery costs, Australians’ appetite for healthier food has not disappeared.
Just 2% of Australians actively disagree with the idea of more promotions on healthy food, highlighting how widely shared this expectation has become. Women and Millennials are among the strongest supporters, pointing to a broader shift in shopping expectations that retailers will need to address.
The findings suggest the challenge isn’t motivation, but accessibility. When healthier options are not clearly promoted or competitively priced, many shoppers are pushed towards cheaper, less nutritious alternatives, regardless of their original intentions.
“This is a real opportunity for retailers,” Straw said. “Australians are telling us they want help making healthier choices without stretching the budget. Retailers that respond by making healthier options more visible, affordable and easier to plan around will be better placed to build trust and loyalty in a highly competitive market.”
Promotions and planning drive decision
As shoppers increasingly plan their grocery trips online, digital discovery is playing a growing role in influencing purchasing decisions before shoppers even reach the aisle.
Shopfully works with retailers to surface relevant, value-led offers earlier in the shopping journey, making it easier for Australians to discover promotions, compare options and plan ahead, including when it comes to healthier specials.
“When healthier options are easier to find, compare and plan around, behaviour can shift,” said Straw. “Retailers have an opportunity to bring value-led, healthier promotions earlier into the shopping journey, and then reinforce them through retail media and in-store visibility. That consistency is what helps turn intent into action at the final point of purchase.”
As cost-of-living pressures continue into 2026, it’s evident that value remains critical for shoppers, but so does health, and increasingly, consumers expect the two to go hand in hand.
Methodology
All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 1098 adults. Fieldwork was undertaken between 18th – 22nd December 2025. The survey was carried out online. The figures have been weighted and are representative of all Australian adults (aged 18+).