Need to know
- Amidst the increasing concern about the cost of food and groceries, many Australians are falling out of love with the major supermarkets
- Almost a fifth of our survey respondents said they split their shop fairly evenly between supermarkets and other stores, while over 20% said they source most of their groceries elsewhere
- Better value, better product ranges, supporting independent producers and sustainability are all reasons shoppers are looking for alternatives
Do you feel like you're in an unloving, unsatisfying relationship with your supermarket? You spend hours of valuable time with them and all they do is take all your money and underwhelm you with their promises. They treat you nicely occasionally so you'll stay (with a special treat here and there), but their ulterior motives are undeniable. If you're seeing red flags everywhere, it might be time to split. It's not you, it's them.
Four times a year, we ask Australian consumers about their shopping habits with our CHOICE Consumer Pulse survey. And what they're telling us is clear: they're falling out of love with supermarkets, and fast. Nearly 40% of people told us they don't trust supermarkets to provide the best services and products to meet their needs.
Nearly 40% of people told us they don't trust supermarkets to provide the best services and products to meet their needs
And nearly nine in 10 people said they're concerned about the cost of food and groceries. Throw in all the reports of shrinkflation, price gouging and 'specials' that aren't specials, and it's easy to see why people's trust in supermarkets is plummeting.
It's no wonder then, that many Australians are looking for love in other places, turning away from their long-term commitment to the giant supermarkets in search of better-quality partnerships, better value and the opportunity to shop more sustainably and support independent retailers.
Reasons to shop elsewhere
We know that many Australians have limited options when it comes to choosing where to do their shop. Perhaps your town only has one major supermarket, or you simply live too far from a competitor supermarket so find it tricky to shop around. Others may have mobility limitations or other restrictions that make grocery shopping difficult and finding good-value alternatives even harder.
Many people do have wider options when it comes to shopping for their everyday groceries, though, and in a survey of over 220 CHOICE Community members, we found that people are looking beyond the major supermarkets to do so.
About half the people in our survey said they could get better quality or a better range of products elsewhere
In fact, less than a third of the people we surveyed said they shop exclusively at the major supermarkets. Almost a fifth of respondents said they split their shop fairly evenly between supermarkets and other stores, while over 20% said they source most of their groceries elsewhere.
And what reasons did they give for shirking the big supermarkets?
About half the people in our survey said they could get better quality or a better range of products elsewhere, and over 48% said they shopped elsewhere because they want to support independent businesses and growers.
Look for alternative suppliers of 'ugly produce' boxes in your area.
Tips to break up with your supermarket
Looking for alternatives beyond the supermarket duopoly can help you save money, access better-quality produce, reduce waste and support local producers and retailers. You don't have to stop shopping at the big supermarkets completely – start small and see where it takes you!
'Ugly' produce boxes
In Australia, up to 25 percent of all vegetables produced don't even leave the farm gate because they don't meet the stipulated standards of minimum size or specific shape set by major retailers. These discarded lumpy carrots, puny potatoes or slightly blemished citrus create millions of tonnes of food waste, but some organisations are working to minimise this with 'imperfect produce boxes'.
Several services are available in metro and regional areas and prices may be up to 30% cheaper than produce sold in supermarkets. Delivery services such Farmer's Pick, Funky Food and Good & Fugly operate in various metro and regional areas on the East Coast and claim prices can be up to 40% cheaper than produce from supermarkets.
What we get for $40 would have cost double from a supermarket
CHOICE staff member Amanda
CHOICE staff member Amanda lives in Sydney's south and uses Funky Food: "I have relentlessly looked for fresh fruit and veg that lasts longer than the drive home from the supermarket. I don't have the time to drive to farmers markets or shop in business hours. "The produce in my Funky Food box keeps for more than a week, unheard of from my previous shops! It's good value – what we get for $40 would have cost double from a supermarket. I love that it's imperfect, too – it saves food waste! Plus, they collect and reuse the cardboard boxes. Big plus for me."
Community co-ops and local community gardens
Local community garden initiatives and food co-ops (groups of people who band together to bulk buy food from farmer's markets or straight from suppliers at wholesale prices) offer the opportunity to access better-quality, seasonal and local produce, reduce packaging and save money, while also fostering connections with your neighbours.
Many producers have resorted to cutting out the middle-man supermarkets and selling their wares directly to consumers online
They're often volunteer-run, not-for-profit organisations, and may be run by local universities, community groups or councils. Ask around in your local area, or start your own. There are also food community groups you can join, such as Box Divvy, that connect local hubs directly with Australian farmers and producers.
Online butchers and producers
Many producers have resorted to cutting out the middle-man supermarkets and selling their wares directly to consumers online. There are lots of options to shop around for better prices and a variety of ethical meat and seafood online, whether that's direct from local businesses or from online butchers and services such as Our Cow, Butchercrowd, Vics Meat, Manettas Seafood or Meat Emporium.
Ensure you take into account the cost of delivery when price checking, and ensure you have enough space to refrigerate or freeze your shop if you're buying in bulk.
Many suppliers of meat and seafood have online stores to sell to consumers direct.
Bulk wholefood stores
Buying items such as dried fruits, nuts and grains in bulk from specialist stores can be more sustainable as you're able to buy quantities that suit your needs, limiting excess packaging and food waste. For example, instead of buying a 500g or kilogram bag of almonds at the supermarket to use in one recipe, you can buy just a couple of handfuls, ensuring they are fresh and at their best. One survey respondent says: "I buy from a bulk food store as I live on my own and can buy smaller quantities and take my own containers." Look into stores such as The Source Bulk Foods, Naked Foods and Pantree Wholefoods, and collect and re-use useful containers such as glass jars to buy and store your ingredients.
Local butchers, fishmongers and bakers
Locally owned specialty businesses such as butchers, bakers and fishmongers have disappeared from many communities over the years, as supermarkets have increased their dominance.
I am not only buying food, I am relating to people who care about good food, how and where it is grown
CHOICE survey respondent
Supporting these stores, if you're lucky enough to have them where you live, is not only a means of supporting an independent business, but often gives you access to products you can't access in a supermarket. It can help you forge connections within your local community, access a more personalised service and find out more about where your food is coming from.
One survey respondent said: "I shop at a store that is linked with organic and biodynamic producers, as much local as possible. I am not only buying food, I am relating to people who care about good food, how and where it is grown, and who care about the wellbeing of people, animals, plants."
"I like to select fish produce through butchers or green growers for a more personalised and varied shop. The major chains don't have enough variety, but they are convenient," said another.
Sticking with the supermarkets and big retailers
Major supermarkets are undoubtedly convenient options, and although you may switch to buying some of your groceries elsewhere, many people will stick to buying at least some items from Coles, Woolies or Aldi.
Remember there are other major retailers that sell groceries too, and although it takes a bit of work, it pays to shop around to ensure you're getting the best deal.
We've looked at how much you can save by shopping for certain items at retailers such as The Reject Shop and a discount chemist, as well as why sticking to just one supermarket is costing you money. And always check unit pricing and compare prices to ensure special offers and discounts are really offering you value for money.
Stock images: Getty, unless otherwise stated.
