> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Nine in ten Australians buy on promotion and switch for a better deal - URL: https://www.promptthemarket.com/nine-in-ten-australians-buy-on-promotion-and-switch-for-a-better-deal/ - Published: 2026-09-07T21:21:00.000Z - Updated: 2026-10-14T03:29:02.000Z - Description: Nine in ten Australian grocery shoppers have bought a product because it was on promotion, and 91% say they would switch brands outright for a better offer. Put those two figures side by side and you have a fairly clear picture of what brands are working against. - Author: Editor News - Tags: Marketing, Brands, #author-james-dore, #by James Dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** ยท 2026-09-11 TLDR A Shop! ANZ and Vypr survey of 200 Australians found nine in ten have bought a product because it was on promotion, and 91% say they would switch brands for a better offer. Price, value or cost-of-living pressure drives 42% of brand switches, putting every loyalty program in the market under direct pressure. KEY TAKEAWAYS 01Nine in ten Australian shoppers have bought a product because it was on promotion, the Shop! ANZ and Vypr survey found. 02Forty-three per cent have gone out of their way to a different store or channel to access a promotional deal. 03Price heavily influences purchase decisions for 48% of respondents, the September 2025 survey found. 04Forty-two per cent cite price, value or cost-of-living pressure as their direct reason for switching brands or retailers. 05Food and non-alcoholic beverage prices rose 3% in the year to June 2025, keeping cost pressure front of mind for shoppers. ## The numbers Nine in ten Australian grocery shoppers have bought a product because it was on promotion, and 91% say they would switch brands outright for a better offer.\[1\] Put those two figures side by side and you have a fairly clear picture of what brands are working against. The numbers come from a survey of 200 Australian consumers, weighted to age and gender, commissioned by retail industry association Shop! ANZ and consumer insights platform Vypr in September 2025.\[2\] Vendor-commissioned research carries its own caveats, and the figures should be read in that context. The direction is consistent with official data, though: the Australian Bureau of Statistics recorded food and non-alcoholic beverage prices rising 3% in the year to June 2025. Forty-three per cent of shoppers have gone out of their way to a different store or a different channel specifically to access a promotional deal.\[1\] That is active deal-seeking, not passive deal-taking, and it changes where brands need to show up. Forty-eight per cent of respondents said price heavily influences what they buy.\[1\] Forty-two per cent named price, value or cost-of-living pressure as their reason for switching brands or retailers.\[1\] Price is the primary decision-making variable for a large share of Australian shoppers, and brand equity is not overriding it. Carla Bridge, General Manager of Shop! ANZ, said value propositions need to hold up consistently across every channel. Bridge said Australian shoppers may find an offer through a website, app, catalogue, email or social media, but it still gets validated at the shelf.\[3\] ## What it means for loyalty spend Retailers and brands have been pouring money into loyalty programs and membership schemes at the same time a clear majority of their customer base has said it will leave for the next deal on shelf. The market structure makes this harder to solve. Coles and Woolworths together hold roughly 67% of grocery supply, which compresses genuine price competition and pushes promotional activity into the role it now occupies: one of the only levers that can reliably shift purchase behaviour. Sam Gilding, Chief Revenue Officer at Vypr, said there is a temptation to judge a promotion on the volume it moves in the week it runs, but the real test is what happens in the weeks afterwards. Gilding said if a brand is recruiting shoppers heavily and then losing them to the next offer on shelf, it is funding a cycle rather than building a base.\[3\] Gilding said if a product does not justify itself once the offer comes off, the brand has bought a transaction rather than a customer.\[3\] That framing shifts the question from whether the promotion worked to what the brand actually built with it. Gilding also said promotions are changing some of the most fundamental shopping decisions Australians make, from the brands they choose to the retailers they visit, and that loyalty can no longer be taken for granted.\[3\] The survey covered 200 consumers weighted to age and gender and was published by Shop! ANZ and Vypr in September 2025.\[2\] SOURCES & CITATIONS 1. [Inside the Mind of an Australian Grocery Shopper, Shop! ANZ / Vypr, September 2025](https://www.shopassociation.org.au/Common/Uploaded%20files/Shop!%20ANZ%20Inhouse%20Reports/Vypr%20Reports/Inside%20the%20Mind%20of%20an%20Australian%20Grocery%20Shopper/Inside%20the%20Mind%20of%20a%20Aussie%20shopper%20Sept%2025.pdf?ref=promptthemarket.com) 2. [ShopANZ Vypr Grocery Shopper Report, Vypr, September 2025](https://vyprclients.com/wp-content/uploads/2025/09/ShopANZ%5FVypr%5FGrocery-Shopper%5FSept-2025-v1.pdf?ref=promptthemarket.com) 3. [Report: Majority of Aussies will say yes to switching brands but won't pay to stay, Bandt](https://www.bandt.com.au/report-majority-of-aussies-will-say-yes-to-switching-brands-but-wont-pay-to-stay/?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS What share of Australian shoppers have bought a product on promotion? Nine in ten, according to the Shop! ANZ and Vypr survey of 200 Australian consumers published in September 2025. Why are loyalty programs under pressure in Australia? The survey found 91% of Australians would switch brands for a better offer, and 42% cited price, value or cost-of-living pressure as their said reason for switching. That means loyalty investment is being directed at shoppers who have already said price is the primary driver of their decisions. How concentrated is the Australian grocery market? Coles and Woolworths together hold roughly 67% of grocery supply, which limits genuine price competition and makes promotional activity one of the few levers brands can pull to influence purchase decisions. What does Vypr's CRO say brands should measure after a promotion? Sam Gilding said the real test of a promotion is what happens in the weeks after it ends. If shoppers leave for the next offer on shelf, the brand has bought a transaction rather than a customer. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/james-dore/) James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.