What are consumers buying?

CountdownCountdown released its second annual Countdown trolley report, revealing the top five products New Zealanders have bought in supermarkets this year.

Bananas have been knocked from their spot as top-selling grocery product. In 2015 Kiwis bought more loaves of $1 HomeBrand bread than bananas, showing that consistently low prices, particularly on staples like bread, have a big impact on consumer behaviour.

The report reveals the top five selling grocery items are $1 Homebrand bread, bananas, homebrand standard two litre milk, broccoli and avocados.

In the past three months avocados were replaced by Wattie’s baked beans and spaghetti, apparently the breakfast of choice for all those early mornings watching rugby.

Now in its second year, the Countdown trolley report is a detailed analysis of NZ food and grocery trends based on the purchasing behaviour of the 2.7 million Kiwis who shop at Countdown each week.

This year’s report also reveals: grocery prices at Countdown have dropped 0.6 per cent in the past 12 months; the most popular cuts of meat are mince, followed by skin-on chicken breast; the most popular seafood is salmon; the health food category, including gluten-free and organic products, is now worth $400 million and growing 20 per cent year on year; online shopping orders are increasing year on year since Countdown launched the service in 1996; Countdown sees a spike in online shopping orders when it rains; online orders are boosted when students go back to university and parents order food for them from afar; and shoppers have bought more than 185,000 reusable grocery bags.

The report shows Kiwis like to treat themselves to the occasional treat with a packet of chips. Most Kiwis will reach for a bag of ready salted, though Chicken reigns supreme for West Coast and Marlborough dwellers. Green onion is the favourite for those in Otago and Southland.

Countdown acting MD, Pat McEntee, says Countdown trolley report highlights the clear correlation between price and consumer behaviour.

“We’re a nation that loves a deal and actively seeks a good price. Our research shows that after location, price continues to be the biggest driver for Kiwis when deciding where to do their grocery shopping,” says McEntee.

“Since we dropped the price of Homebrand bread to $1 per loaf in July 2014, New Zealanders have bought nearly 24 million loaves. By delivering a low price on everyday products consistently, we’ve provided price certainty to Kiwi families shopping on a budget,” he adds.

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