
Australian supermarkets are pushing discounted processed foods while shoppers are trying to eat better, and new research shows the gap is widening.
A YouGov survey of more than 1,000 Australians, commissioned by retail technology company Shopfully, found 78% of shoppers have gone to the supermarket intending to buy healthy food, only to end up putting something less nutritious in the trolley because it was on special. It’s not a one-off either: 15% say it happens often and 43% say it happens occasionally.
The demand for change is almost unanimous. More than eight in ten Australians (83%) want supermarkets to promote healthy products like fresh fruit, vegetables and organic foods more frequently, with 52% strongly agreeing, a rare level of consensus in consumer research.
But the reality on the shelves looks different. More than half of Australians (51%) believe supermarket promotions are primarily focused on processed foods like soft drinks, snacks and baked goods.
Fewer than one in five (19%) feel that healthier products get the same promotional treatment. Two in three Australians (67%) go further, saying supermarket promotions actively encourage greater consumption of processed foods.
Brendan Straw, Country Manager at Shopfully Australia, said, “These results show Australians aren’t asking supermarkets to choose between affordability and health. They’re asking for both, and right now, many feel that balance just isn’t there.”
The specials trap
The generational split is telling. Gen X and Baby Boomers are the most sceptical, far more likely to believe promotions favour processed foods, while younger shoppers and city dwellers are slightly more optimistic.
Gen Z and Gen X shoppers are also among the most likely to abandon healthy intentions at the checkout due to price promotions, as are families and unmarried households.
Straw said, “Promotions don’t just influence what people spend, they influence how people eat. When ultra-processed foods are consistently the most visible and discounted options, they naturally win, even when shoppers have the best intentions.”
The access problem
The research points to accessibility rather than motivation as the core issue. Just 2% of Australians actively disagree with the idea of more promotions on healthy food, suggesting the appetite is there. When healthier options aren’t prominently promoted or competitively priced, shoppers default to what’s cheaper and more visible, regardless of what they came in planning to buy.
“This is a real opportunity for retailers. 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,” Straw said.
As cost-of-living pressures continue into 2026, the research suggests Australians are no longer willing to choose between value and health, and are increasingly expecting supermarkets to bridge that gap.
“When healthier options are easier to find, compare and plan around, behaviour can shift. 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.”
Source: Hotwire
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