Australian Supermarket Behaviour Study
What shoppers say versus what their permissioned transaction and location data actually shows. Every chart below is interactive — hover for detail, click a bar, bubble or state to filter the page.
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Scan or tap the code to answer it in the Your Data app. It takes about 4 minutes.
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Where our shoppers are
Fill = average claimed weekly grocery spend by state · bubble size = number of respondents. Click a state to filter.
Lower spendHigher spend
At a glance
Key Findings
Auto-generated from the current segment — the headline gap between claimed and observed behaviour
Primary Supermarket — Market Share
Which retailer each respondent shops at most often (Q3) · click a bar to filter
Sample Composition
Demographic profile of the responding segment · click a bar to filter
State / territory
Age group
Household income
Household composition
Shopping Behaviour
Claimed spend band (Q4), how households shop (Q18) and category mix (Q19)
Claimed weekly grocery spend
How households shop
Category importance in the weekly shop
Basket Economics
Median implied spend per shopping trip (actual weekly spend ÷ visits per month), by how households shop — based on respondents with both Open Banking and location connected
Average basket value per trip
Average shopping trips per month
Cost-of-Living Pressure, by Income
Claimed change in grocery spend over 12 months (Q5), share who took a cost-cutting action in the past 6 months (Q6) and how households say they're managing (Q10), by household income
Spend trend vs. 12 months ago
Diverging from "about the same" — blue = spending less, red = spending more
Much lower
Slightly lower
About the same
Slightly higher
Much higher
Took ≥1 cost-cutting action in the past 6 months
Finding the cost of groceries difficult
Share answering "finding it difficult" or "very difficult" (Q10), by household income
How households say they're managing
Say vs. Do — Claimed vs. Observed Behaviour
The core pilot question: how far does self-reported behaviour drift from permissioned transaction data? Based on respondents who connected Open Banking (n shown per chart).
Estimated vs. actual weekly spend, by income band
Light dot = claimed (survey band midpoint) · dark dot = actual (Open Banking transactions)
Claimed (survey)
Actual (transactions)
Share of grocery spend at claimed favourite retailer
Grocery spend trend, past 12 months
Cost-cutting, past 6 months
Household income: claimed vs connected accounts
Groceries as a share of income
Financial Resilience
The Your Data transaction score (400 = even odds of a good credit outcome; every 100 points doubles the odds), in 50-point bands — respondents who connected Open Banking. Bands are a lens on financial headroom, not individual results.
Score distribution
Share of scored respondents in each 50-point band
Resilience mix by main supermarket
Share of each retailer's shoppers in each band · median score at right
Hidden pressure: what they say vs. their score
Respondents by self-reported pressure (Q10) and resilience band
Price first, by resilience
Share ranking low prices or special offers first (Q8)
Trading down: say vs. do, by resilience
Light = say they switched supermarkets to save money (Q6) · dark = actually moved spend to Aldi / Costco (6 months)
Switch likelihood (0–10)
Groceries as a share of income
In a loyalty program
Decision Drivers
Share of respondents ranking each driver in their top 3 when choosing where to shop · Q8 (hover for the share ranking it first)
Brand Perception Map
Which retailer respondents most associate with each attribute (Q14–Q17) — share of votes by supermarket
Loyalty & Switching Risk
Attachment (Q9) plotted against likelihood to switch in the next 12 months (Q11)
Loyalty risk quadrant
Respondent count per cell — darker means more respondents. Hover a cell for detail.
ChampionsHigh attachment, unlikely to switch
ConflictedHigh attachment, yet open to switching
IndifferentLow attachment, unlikely to switch anyway
Flight riskLow attachment, actively likely to switch
Claimed vs. observed switching (12mo)
Loyalty programs used
Shopper Personas
Each respondent assigned to the persona of the driver they rank first (Q8) — a simple, explainable segmentation for targeting and messaging
Does a Loyalty Program Actually Work?
Members of a named loyalty program (Everyday Rewards, Flybuys, Costco, Harris Farm Rewards) vs. respondents in "None" — based on the Open Banking-connected subset
Share of wallet at primary retailer
Switch likelihood (0–10)
Actual weekly spend
Retailer Vulnerability
Which retailer's customer base is most exposed to churn — average switch likelihood, and the Sean Ellis-style "very disappointed if closed" product-market-fit score, by claimed primary supermarket
Avg. switch likelihood by primary retailer
% "very disappointed" if retailer closed (score ≥ 9/10)
Cross-Shop Leakage Network
Which other retailers each primary shopper base also shops at (Q12; for connected respondents who didn't answer it, the supermarkets in their transactions) — ribbon colour = the primary (claimed) retailer sending spend elsewhere. Click a retailer's arc to filter.
Biggest cross-shop flows
Passive Data Participation
Which additional data sources respondents chose to connect after the survey