Consumer Trends Shaping Australian Purchasing Behaviour in 2024

The Australian food landscape is experiencing a transformative shift as we move into 2024. With health-conscious consumers, a growing focus on sustainability, and advancements in technology, the Australian food industry is on the cusp of a major revolution. In this article, we'll explore five key consumer trends that are expected to shape Australian purchasing behaviour in 2024.

1. Plant-Powered Eating

Plant-based diets have gained immense popularity in recent years, and the trend is set to accelerate in 2024. Australians are becoming more conscious of their health and the environment, leading to a surge in plant-powered eating. From meat alternatives to plant-based dairy products, consumers are seeking innovative and sustainable options. Brands that provide convenient, tasty, and nutritionally balanced plant-based products are expected to thrive, catering to the growing demand for cruelty-free and planet-friendly options.


Beyond Meat: Beyond Meat is known for its innovative plant-based meat alternatives, offering products like the Beyond Burger and Beyond Sausage, catering to the growing demand for delicious and sustainable meat alternatives.


Oatly: Known for its oat milk, a plant-based dairy alternative, and a range of oat-based products designed to replace traditional dairy options.

2. Personalised Nutrition

The era of one-size-fits-all diets is fading away. In 2024, personalised nutrition will take centre stage. Advancements in technology, such as DNA testing and AI-driven health platforms, will enable consumers to receive tailored dietary recommendations. This shift towards personalised nutrition will drive purchasing behaviour as individuals seek foods and supplements that cater to their unique health and wellness needs, marking the end of generic dietary advice.


Nutrigenomix: Nutrigenomix offers DNA testing to provide personalised nutrition recommendations based on an individual’s genetic profile.


Noom: A health and wellness app that uses AI to create personalised diet and fitness plans for users, helping them make healthier choices.

3. Hyper-Local Sourcing

Sustainability has evolved beyond a mere trend; it’s now ingrained as a lifestyle choice. Consumers are increasingly concerned about the environmental impact of their food choices. In 2024, hyper-local sourcing will be a dominant trend. Australians will support products sourced from their own regions, reducing food miles and supporting local communities. This trend will extend to home gardening, urban farming, and the rediscovery of native and indigenous ingredients, as consumers connect with the land and appreciate the value of preserving local ecosystems.


Yumbah Aquaculture: An Australian company that specialises in sustainable and local abalone farming, providing a hyper-local seafood option.

4. Culinary Adventures at Home

The pandemic has forever changed the way we dine, and the desire for culinary experiences at home is here to stay. In 2024, consumers will continue to experiment with global cuisines, unique flavors, and artisanal ingredients, expanding their culinary horizons. This trend will drive sales for specialty food items, meal kits, and cooking appliances, as Australians look for ways to recreate restaurant-quality experiences in the comfort of their own kitchens.


Hello Fresh: Meal kits that provide customers with pre-portioned ingredients and recipes, allowing them to create restaurant-quality dishes at home.


Master Class: While not a food brand, MasterClass provides online classes taught by world-renowned chefs, allowing consumers to learn and experiment with new cooking techniques.

5. Tech-Enhanced Shopping

Technology is revolutionising the way we shop for food. In 2024, tech-enhanced shopping experiences will shape consumer behaviour. Augmented reality (AR) and virtual reality (VR) will be integrated into grocery shopping, allowing consumers to explore products, get nutritional information, and make informed decisions in an immersive digital environment. Additionally, blockchain technology will enhance transparency, allowing consumers to trace the origin of their food and verify its sustainability credentials, instilling trust in the supply chain.


Woolworths (AR Shopping): Major Australian supermarket chain Woolworths has implemented augmented reality shopping tools, allowing customers to visualize and interact with products in a digital environment.


Provenance: Provenance is a company that uses blockchain technology to provide transparent and traceable information about the origin and journey of food products, enhancing consumer trust in the supply chain.


As we step into 2024, the Australian food industry is on the brink of a remarkable transformation. Food brands and retailers that adapt to these consumer trends by providing innovative and sustainable solutions are poised to thrive in this exciting era of the food revolution.

Those who are prepared to embrace change and prioritise the health of consumers and the planet will undoubtedly lead the way in the Australian food market of 2024 and beyond.

Written by Grant Davidson
Grant is the founding partner and head of strategy at Davidson Branding. Over his 30 year career, Grant has developed world’s best practice knowledge and expertise through his studies at Harvard Business School and his experience working with global leading brands.
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