With six generations of consumers shopping side by side for the first time, poor product quality registered as the biggest frustration across the board, with 47 per cent saying they were most annoyed when food spoils too quickly or doesn’t last. The finding comes from the latest report by UK-based product intelligence platform, Vypr into Australian consumers, Six Generations, One Shelf.
Vypr surveyed 200 Australians in January 2026, weighted by age and gender, to compare how shoppers aged 18 to 65-plus discover, choose and reject food and drink products.
“From Gen Z entering adulthood under sustained cost pressure, to older Australians shopping with deeply ingrained routines and heightened price sensitivity, each generation holds vastly different views and preferences when it comes to what they want from not only a product, but how they are communicated with and the shopping experience itself,” the report said.
It found food that spoils too quickly annoys customers more than paying too much, while sustainability claims and awards barely register at the shelf.
The report found that shelf life and consistency were still core requirements for brands.
“No amount of smart branding or refined promotion can compensate for a failure to deliver on core expectations,” it said.
Claims must count
Product claims were of little value unless promoting a practical benefit. “Special offer” caught the attention of 63 per cent of shoppers and “quality ingredients” 55 per cent. “Special offer” peaked with over 65s at 72 per cent, while “quality ingredients” resonated most with 25-34s (63 per cent) and 35-44s (62 per cent).
But sustainability claims held little weight. When choosing between loose and packaged vegetables, green credentials peaked at six per cent among 45-54s. For meat, the highest was seven per cent among 55-64s. For pantry staples such as pasta and oil, no respondents aged 18-24, 35-44 or 45-54 chose a product on green credentials.
Accreditations fared little better. They peaked at 26 per cent among 35-44s and fell to zero among 55-64s.
Interest in “doing something good”, such as ethical or sustainable purchasing, was highest among 25-34s at 20 per cent and dropped to six per cent for over 65s.
Price beats loyalty
Price still holds the power, with 79 per cent of 55-64s, 76 per cent of over 65s, and more than half of 18-34s saying they wouldn’t buy a product if it became too expensive.
The report found brand loyalty was “conditional and fragile”, with only a quarter of consumers saying food and drink brands stand out “very clearly” from each other. Most respondents struggled to name a brand they felt any connection with.
That said, familiarity still anchors the basket. More than half (55 per cent) look for products their household already likes and 50 per cent buy products they have used for years. Among 45-54s and over 65s, 66 per cent default to household favourites.
The report found discounting was the most reliable means for people to try something new. Around 58 per cent said they are most likely to try an unfamiliar product if it is on offer, rising to 71 per cent of 18-24s and 66 per cent of 55-64s.
The shelf still matters
Despite the growth of online shopping, 43 per cent said they noticed the last new product they saw on a regular shelf, ahead of special displays (41 per cent) and end-of-aisle displays (28 per cent).
Special displays caught the eye of 73 per cent of 18-24s but only 20 per cent of 55-64s, who prefer consistent shelf presence.
Discovery channels are also divergent. Half (52 per cent) of 18-24s found their last new product on TikTok or Instagram, against seven per cent of 55-64s and none of the over 65s, who rely more on recommendations from friends and family.
TV remained the most-recalled advertising medium across all age groups, but particularly older cohorts (85 per cent of over 65s).
The report also showed how age impacts intention. Two-thirds (67 per cent) of over 65s decide what to buy before shopping and 51 per cent say they don’t usually buy on impulse. There were no 18-24s in that bracket and 43 per cent of them said they decide while browsing.
Loyalty runs on cash back
Loyalty programs are widely used, with 58 per cent of shoppers swiping a card or app almost every time they shop, rising to 71 per cent of 55-64s. Around 14 per cent of 18-24s don’t use them at all.
Earning rewards or cashback was the top reason to join (56 per cent), and money off the next shop was the most common description of an ideal program. Respondents named Woolworths Everyday Rewards and Flybuys as benchmarks, though older shoppers treated them as “acceptable defaults rather than aspirational programs”.
Spending is concentrated in the middle years. Shoppers aged 35-54 spend the most on food and drink, with about one in five spending more than $200 a week, while under 35s and retirees are the most price sensitive.
The full report is here.
