The Economy

A number of major lifestyle changes have significantly affected consumer behavior. Most notable are the changing roles of men and women and an increased interest in health. With more women in the workforce, men are handling more of the shopping and housework duties traditionally performed by females.

Marketers aware of these trends have responded with promotional campaigns that feature males engaged in these activities. With increasing independence and disposable incomes, women are demonstrating an increased interest in luxury goods and services, such as body massages, facials, perfumes, home decorator items, and holidays.

There is a growing segment of consumers placing greater emphasis on overall well-being, in particular, a healthier way of living. These consumers are eating less fat, salt, and sugar, and are drinking less alcohol and coffee. Marketers in Australia have already commenced responding to this trend by offering more “light,” “low-cholesterol,” and “low-fat” products. The 2003 ACNielsen Grocery Report found that 40 percent of Australians avoided foods they considered as unhealthy, while 36 percent bought more fresh chilled food. There was, however, a significant minority of Australians who only cooked when they had to (36 percent) or reported that they did not have time to cook. There is thus a large group of Australians whose food preparation is centered on convenience rather than health.