The Australian Consumer in 2021

September 2021

At the time of writing this report, Australia faces a second wave of COVID-19 infections, resulting in major lockdowns across the most populous states, significantly impacting businesses and consumers. The impact of COVID-19 has resulted in significant changes in consumer priorities and spending criteria, and led to new values. This report identifies the major shifts and explores what changes are here to stay well past the COVID-19 period.

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This report comes in PPT.

Key Findings

COVID-19 has long-term effects on Australians’ shopping habits.

Consumer demand in Australia has rebounded faster than in most countries, offering opportunities for businesses competing in the market. However, the impact of COVID-19 restrictions has resulted in significant changes in consumer priorities, with new values and spending criteria.

Australia remains a digitally attractive market

Australia ranked top of Euromonitor International’s Digital Consumer Index in 2021, with the success of the National Broadband Network making Australia internet-ready in time for the pandemic and for the future deployment of digital initiatives, such as the advancement of digital payments, including options such as buy now, pay later, virtual cards and mobile digital wallets.

Climate action accelerates post-COVID-19

There is a need to transform businesses so they can respond to consumer concerns and reduce their impact on the environment. Areas of opportunity in sustainability continue to increase in Australia through initiatives like innovation around reusables and use of more sustainable materials.

Interaction and real-world experiences are to the fore in a post-COVID-19 world

The Experience More trend is prevalent across all industries, products and services, offering opportunities for brands to become creative when appealing to consumers’ senses. Creating multi-sensory retail experiences that allow customers to experiment and play with products will become crucial for retailers to forge stronger brand awareness and drive sales.

“Getting through this together’” drives support for local products and services

Localism gained importance in light of COVID-19, playing a new role as a means of supporting the local economy, with consumers looking for products and brands that they trust and know best.

Key findings
Australia remains on the path to recovery
Digital enthusiasts
Ethical and environmental issues are high on the agenda of Australians
Australians are seeking out authentic and personalised experiences
The Australian Consumer
Building a digital-first payment ecosystem
Zip Co’s answer to making BNPL universally available
E-commerce offerings from social media platforms evolve
Instagram shopping event
Reuse and refill is the new recycle
Refillable containers by Ecostore
Sustainable products and green credentials not only for eco-warriors
Reusable underwear and leggings by Modibodi
In-store engagement
Digitalisation improves search for experiences
Mecca invests in enhancing the customer experience
Volkswagen’s virtual showroom
Key takeaways
Consumers flock to support local businesses
eBay Australia
Provenance comes to the fore
Northern Valley Locavore Store
Key takeaways
Key findings


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