Posh food push
We’re choosing luxury brands for the feel-good factor
SUPERMARKET shoppers are trading up to “premium” dinners, ice cream, tea and coffee.
The types of groceries we are most likely to pay top dollar for have been revealed in a consumer survey.
Meat and seafood are the top choice, followed by coffee and tea, dairy, hair care and eggs.
Up to one-third of shoppers said they’d consider adding premium products from key categories to their baskets, the Nielsen research found.
Many are driven by environmentally friendly, organic, all-natural or socially responsible claims.
Some also seek out higher price tags to feel good about themselves or show off their success and “good taste”.
Nielsen retail director Juliane Westaway said the emerging premium gro- cery trend was across the board and not confined to wealthier customers.
Even supermarket private labels had got in on the act, with Coles and Woolworths adding lines of indulgent housebrand ice cream.
While budgeting remained a key concern, families who pared back in other areas of life could afford to add some luxurious treats to trolleys.
“Households have cut back in terms of eating out and entertainment,” Ms Westaway said.
“With the trend towards more indulgent ice cream, you are bringing out-ofhome consumption into the home and it doesn’t break the bank.”
Growing numbers were attracted to pricier black tea, herbal tea and infu- sions with health and wellness benefits, and fair-trade coffee with “social responsibility” credentials.
“Natural” shampoos with botanical ingredients were also popular.
“There’s rational reasons to buy pre- mium, and an emotive side. For 35 per cent it makes them feel good ... it’s selfesteem,” she said.
Nielsen defines premium products as costing at least 20 per cent more than the average price for the category.
Ms Westaway said premium black tea cost as much as double that of a standard tea bag. Yet sales volumes had grown 3 per cent across three years.
Premium ice cream had seen 9.5 per cent sales value growth over three years while other types of ice cream were in slight decline.
Chilled premium pet food was also performing particularly strongly.
The Nielsen research polled 500 Australians as part of a global study into grocery shopping habits.
Emily, Zoe and Georgia know what they like in ice cream. Picure: KYLIE ELSE