“Convenience is king,” say shoppers

“Convenience is king” according to more than 5,000 Australian shoppers who cast votes for the 2022 Product of the Year Awards (POY).

POY is the world’s largest consumer-based awards program, now in its 13th year in Australia. It asks consumers to vote on their favourite supermarket and everyday products and serves as a shortcut for shoppers when searching for the right products.

It found that while price is the key factor people consider when purchasing products, convenience is quickly climbing up the ranks and is becoming more important to shoppers with 38 of respondents emphasising its importance in their decision-making process.

These findings were supported by research conducted by Nielsen for POY, that delved into the current consumer shopping habits. The research found that more than one in three Aussies (38 per cent) would switch products if it was more convenient for them.

The Nielsen research uncovered that the desire for convenience is also being demonstrated in the way people shop, with consumers seeking retailers with stronger online-shopping capabilities, and that also provide the best deals and promotions.

When it came to rating which retailers provided them the most convenience, a third (33 per cent) of shoppers voted Woolworths as having the best e-commerce platform, and when it came to affordability, Coles and Woolworths came in neck and neck; combined, holding nearly two thirds of shoppers votes when it came to the best prices.

The results have shown that consumers are increasingly drawn to products that put convenience at the forefront, with many category winners either falling into the ready-made food or comfort product categories. Snacks, ready to eat meals, and frozen meals accounted for 12 out of the 37 winners.

Aussies are also looking for affordable luxury, with 12 out of the 37 winners being indulgence items including mattresses, desserts, and skincare products.

Sarah Connelly, Product of the Year Director, said that the ongoing and unexpected restrictions have made Australian household consumption habits shift considerably.

“Now we’re seeing people having to work from home more, manage more people in their household and even in many instances, home-school children, which is leaving the average Aussie short on time and capacity to prepare lavish meals. Instead, we are seeing the move towards easy, simple and pre-made meals and snacks, that save people time and leaves them with one less thing to worry about in their day-to-day lives.”

Aussies are also embracing more environmentally friendly products, with one in two (51 per cent) believing it’s important that new products they try are sustainable.

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