There is a significant demographic skew towards families in Regional Australia as a result of the seachange phenomenon brought about by lower housing costs and other lifestyle factors which make regional Australia an increasingly attractive proposition for young families. 38% of all GBs with Kids live in regional Australia, and regional households are traditionally larger. The average regional household is 12% more likely to have 3 children.
"I buy particular brands for some things but price is a fairly big factor. At the moment I'm spending $300 a week at the supermarket so if I see something cheap I'm going to give it a go." Debbie, aged 39 years, Maryborough
Demographic Overview for Grocery Buyers with Kids
|
Grocery Buyers with Kids
|
Met
|
Reg
|
| Employed FT or PT |
67%
|
62%
|
| Married / De Facto |
82%
|
74%
|
| 3 kids + |
19%
|
23%
|
| Household Income $50K + |
60%
|
59%
|
| I am always ready to try new & different products |
64%
|
62%
|
| Buy Australian made products as often as possible |
67%
|
70%
|
| Buy more stores own products than well known brands |
46%
|
50%
|
| I like to eat healthily but won't compromise on taste |
68%
|
67%
|
| I like to take holidays within Australia |
84%
|
88%
|
Source: Roy Morgan Single Source (12mths to March 2010)