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 |
68% |
65% |
| Married / De Facto |
82% |
76% |
| 3 kids |
20% |
23% |
| Household Income $50K |
60% |
59% |
| I am always ready to try new & different products |
63% |
63% |
| Buy Australian made products as often as possible |
68% |
71% |
| Buy more stores own products than well known brands |
45% |
48% |
| I like to eat healthily but won't compromise on taste |
67% |
66% |
| I like to take holidays within Australia |
85% |
87% |
Source: Roy Morgan Single Source (12mths to March 2009)