Australians have a passion for food but are seeking more authentic, conscientious and shareable food experiences, with new taste sensations and fresh, local produce topping the menu, according to a new study from Australia’s cross-platform audience insights survey, emma (Enhanced Media Metrics Australia).
The quest for authenticity has revealed distinct purchase and consumption patterns among Australian consumers, particularly among those who have a keen interest in food.
The emmaTM Food Trends and Insights report, Plate up!, reveals four key consumer segments when it comes to the importance of food in their lives: the middle class families of ‘Sensible Traditionalists’, the urban, childless, high earning ‘Educated Ambition’, the young, mainly male, urban and successful ‘Social Creatives’ and the home and health focused ‘Conscientious consumption’ group.
The study explores these consumers’ relationships with and attitudes to food, offering insights to brands seeking to reach them.
“Our emma data reveals that food for Australians today is all about quality and food that tastes ‘real’, which we’re seeing with the rise of people with fruit and vegetable gardens and having chickens at home. This trend is set to accelerate as a growing number of Australians reject foods that are overly processed and high in sugar and fat,” Ipsos MediaCT managing director Simon Wake said.
The Educated Ambition segment is the most passionate about food, and the most confident in the kitchen. They find cooking a pleasure not a chore and focus on using the best quality, fresh ingredients, buying fresh meat and seafood and eating fresh fruit and vegetables every day.
This segment and Social Creatives are more inclined to experiment with new taste sensations and cuisines, cook with spices and herbs more often and love trying new flavours. Conscientious consumption is a key theme, with all four groups preferring Australian grown and made food and caring about where their food originates and what is in it.
All read product labels and are taking steps to remain healthy in the future.
There is also a ‘conversation culture’ around food like never before with Australians sharing their food experiences on social media and actively conversing about food. The Social Creatives are the most active sharers, seeking out information, advice and opinions online.
“With Australians increasingly interested in food, and anxious to share their own experiences and learn about others’, it’s likely that online platforms will become an increasingly potent means of engaging key consumer segments for marketers,” Wake said.
“emma, our cross platform audience insights survey, offers greater scope to track emerging behaviours, analyse the role of social media and other channels in purchases across a range of categories.”
Sensible Traditionalists (15.6 per cent of the surveyed population) Representing the ‘solid’ Australian upper middle and middle class family, these consumers are motivated, conscientious and open but conservative in their values and consumption. Health and wellbeing are very important to them, and being internally focused they care about what they eat.
Educated Ambition (6.0 per cent of the surveyed population) The highest earners and most educated of all segments, success and career achievement are these consumers’ top priorities. Mostly urban and without children living at home, this segment skews strongly towards women 45-64. Social life outside the home is very important to them and they are second only to ‘Social Creatives’ in their tendency to eat out at restaurants, pubs and cafes. They are above average readers of lifestyle, food and entertaining magazines.
Social Creatives (5.8 per cent of the surveyed population) Australia’s young, highly educated and affluent urbanites comprise this category, which is heavily skewed to men under age 44. Placing the utmost importance on success and lifestyle, these achievers are hyper engaged with technology, social media and the sharing culture. Of all the segments they eat out most at licensed restaurants, cafes and pubs.
Conscientious Consumption (7.8 per cent of the surveyed population) Although they share many of the characteristics of ‘Educated Ambition’, this highly educated and successful segment differs in its values: they place less importance on social status and consumption, and are fiscally conservative. They are also very home and health-focused, and are above average readers of house & garden and food & entertaining magazines.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]