Australians want healthier supermarket discounts, poll finds

YouGov research commissioned by Shopfully found that 78% of Australians had bought less nutritious groceries after seeing discounted items in supermarkets. The survey points to a gap between shoppers' stated health goals and the products they believe are promoted most often.

The poll of 1,098 Australian adults found strong support for more discounts on healthier food. It showed that 83% want supermarkets to offer more price promotions on products such as fresh fruit, vegetables and organic food, while 51% believe promotions are mainly focused on processed items including soft drinks, snacks and baked goods.

The findings suggest price pressure is shaping food choices at the shelf even when shoppers start with different intentions. Fifteen per cent of respondents said they often switch from healthier items to less nutritious options because discounted products are on special, while 43% said this happens occasionally.

Health and price

The research indicates that demand for healthier food remains high despite rising grocery bills. Only 2% of respondents said they actively disagreed that supermarkets should run more promotions on healthy products.

More than half of those surveyed, or 52%, strongly agreed that supermarkets should offer more price promotions on healthier food. That suggests the issue is not whether shoppers want these products, but whether they can find them at prices that compete with more heavily promoted processed goods.

Views on supermarket pricing varied across groups. Gen X and Baby Boomers were more likely to say promotions favour processed food, while younger shoppers and city residents were somewhat more likely to say healthier options receive similar treatment.

The data also found that 67% of Australians believe supermarket promotions encourage greater consumption of processed foods. This adds to concerns that discounts and in-store visibility may shape diets as much as household budgets.

Shopfully Australia country manager Brendan Straw said shoppers were not framing the issue as a choice between lower prices and healthier food.

"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," he said.

Who is affected

The survey suggests some groups are more exposed to these trade-offs than others. Gen Z and Gen X respondents were more likely than other generations to say promotions frequently led them away from healthier choices.

Families and unmarried households were also more likely to make price-led changes in store. This points to the pressure on households balancing food budgets and convenience when deciding what to buy.

Women and Millennials were among the strongest supporters of more discounts on healthy food. The pattern suggests expectations around value and nutrition are broad, but especially pronounced among some demographic groups.

Straw said the effect of promotions reached beyond household spending.

"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," he said.

Retail response

Shopfully said the findings highlight a commercial opportunity for supermarkets and brands that change the mix of products they promote. As more shoppers plan grocery trips before entering a store, retailers have another way to shape decisions through digital catalogues and price-led planning tools.

Shoppers are increasingly making lists and comparing offers before they reach the aisle, giving supermarkets scope to influence purchasing decisions earlier. In that context, how healthy products are priced and featured in promotions may become more important.

Straw said the opportunity for retailers lies in helping consumers align value with nutrition.

"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," he said.

He also said planning tools and in-store consistency could affect behaviour.

"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," he said.