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Consumer Lifestyles in Australia

August 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Australia.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Australia report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Australia report answers:

  • How is the consumer mindset in Australia changing? In Australia, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Australia purchase decisions?
  • Where and how do consumers shop in Australia?
  • What health-related activities do consumers in Australia participate in?
  • What megatrends should I focus on in Australia (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Australia 2022
Life priorities
“ M e-time” remains highly appreciated by Australian consumers
Time for favourite activities and friends top of Australian consumer priorities
Australians value goods and experiences allowing them to stand out in the crowd
Gen Z and millennials show higher appreciation for curated experiences
Consumers are eager to try new products yet are less likely to actively engage with brands
Millennials and Gen X are the most enthusiastic about trying new products and services
Home life
Exercise and hobbies remain top of Australian consumer priorities at home
Younger generations tend to turn to virtual activities, remote work and exercise at home
Energy efficiency and outside space most desired home features, chiefly for older cohort
Eating habits
Australians more often cook at home, but ready-made and takeaway options appeal
Pricing remains the key determinant for choosing products
Younger generations are shifting towards plant-based diets
On weekdays, Asutralians are more consistent with their eating habits
Generation Z are the biggest snackers, while baby boomers stick to routine mealtimes
Working life
A strong work-life balance is nearly as important for Australians as having job security
Generation X prefers greater work flexibility, yet work-life balance is important for all groups
Younger generations expect to earn a high salary yet have less challenging work
Australians prefer flexible start and finish times and remote working
Flexible working hours and working from home appeal to younger generations
Leisure habits
Online socialising with friends remains popular among Australians
Shopping and travel are the most popular leisure time activities
All generations enjoy shopping for leisure, including baby boomers
Younger generations are more willing to return to international travel
Australian travellers value relaxation, nature exploration and outdoor activities
Generation Z seek immersion in local culture and food, while older cohorts aim for relaxation
Health and wellness
Women more likely than men to take vitamins/supplements every day
Australians regularly enjoy activities such as walking or hiking to keep fit
Nearly 80% of baby boomers walk/hike weekly, while Generation Z prefer running/jogging
Herbal remedies for stress reduction are less popular than globally
Millennials adopt sleep aids to help reduce stress
Sustainable living
60% of Australians try to have positive impact on the environment
Millennials are most concerned about climate change
Recycling in Australia is higher than global average, with baby boomers leading green action
Australians seek to use more energy-efficient products and repair broken items
Australian consumers care about social/political values when making purchasing decisions
Baby boomers show strongest support for brands that align with their values
Shopping habits
Australian consumers prefer locally-sourced products and quality over quantity
Baby boomers show keen interest in locally-produced items
Product label/information has more influence on Australians than on global counterparts
Gen eration Z and mill ennials base their purchasing decisions on recommendations by friends
Conv e nience in the key driving force for use of subscription services
Baby boomers are motivated by convenience and money saving when using subscriptions
Consumers value immediate purchase and the option to see and try before buying in-store
Baby boomers more prone to shop in-store for immediate purchase and trying before buying
Australian consumers shop online for better prices and free shipping
Best price trumps free shipping for all generations except Generation Z
Spending habits
Younger generations expect to spend more on travelling as COVID-19 restrictions are lifted
Australian consumers expect to increase savings faced with rising uncertainties
Australians are protective about their data privacy, yet are willing to communicate online
Baby boomers more sensitive to targeted ads based on their activities online
Computers and smartphones remain the most popular devices across all age groups
Ownership of smartwatches and earphones not as high as global counterparts
Australians are less engaged in online activities compared to global percentages
Health-related or medical sites less popular among Australian baby boomers

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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