MARKETING RESEARCH – AUSTRALIA

Sweet spending spree on Easter treats as Australia’s population swells

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Original article by Roy Morgan
Market Research Update – Page: Online : 13-Mar-24

Despite cost-of-living pressures, Australian families will splash out on Easter treats this year, tipped to spend $2.05 billion on hot cross buns, easter eggs or other special food (up 23.5%); this is approximately $400 million more than in 2023. Research from the Australian Retailers Association (ARA), in collaboration with Roy Morgan, shows that 17.3 million Australians plan on buying Easter food and chocolate, up 1 million on a year ago. Despite the increased spend overall, most Australians plan on spending broadly the same amount as last year (63%), with almost a third planning to spend less (29%) and just 8% planning to spend more. Cementing Easter as a family occasion, the 18-34 age bracket will spend the most on treats at $800 million across the country, for an average spend of $136 per head. They are trailed by the 35-49 demographic, who will spend $560 million, or $122 per head. The ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 2,350 Australians aged 18+ from 23-28 February.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN RETAILERS ASSOCIATION

Elders is crowned Australia’s Most Trusted Agribusiness Brand

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-Mar-24

Roy Morgan has announced Elders as Australia’s Most Trusted Agribusiness Brand. Other category winners in the inaugural Trusted Agribusiness Brand Awards include Zoetis, Bendigo Bank, Incitec Pivot, GrainCorp and Ridley. These brands have had an exceptional year by garnering high levels of trust, and exceedingly low or negligible levels of distrust. All eight of the winning brands have demonstrated their market-leading performance by emerging ahead of key competitors in their respective categories. Fifty brands were measured as part of the study involving surveys with over 1,000 Australian farmers. Elders has also been named the ‘Best of the Best’ Most Trusted Agribusiness Brand for 2023, which is awarded to the company with the highest net level of trust. Elders’ success can be attributed to five factors: strong customer relationships, good customer service, experienced and knowledgeable staff, long-standing presence, and reliable products and services.

CORPORATES
ROY MORGAN LIMITED, ELDERS LIMITED – ASX ELD, ZOETIS INCORPORATED, BENDIGO BANK, INCITEC PIVOT LIMITED – ASX IPL, GRAINCORP LIMITED – ASX GNC, RIDLEY CORPORATION LIMITED – ASX RIC

Bunnings replaces Woolworths as Australia’s most trusted brand

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-Mar-24

Bunnings has again been crowned Australia’s most trusted brand in the 12 months to December 2023, dethroning Woolworths. Bunnings lost its title as Australia’s most trusted brand to Woolworths in May 2020. However, Bunnings has shown a strong recovery since October 2022, achieving the largest improvement in trust among all trusted brands. Australians’ distrust in companies has grown in the last year, with reasons including corporate greed, poor customer service, unaffordable prices, dishonesty, unethical practices, and poor privacy practices. However, Bunnings has managed to buck the trend against an economic environment where trust has eroded. Meanwhile, Optus remains the most distrusted brand in Australia. It is followed by social media giant (and former and long-standing most distrusted brand) Facebook/Meta, embattled airline Qantas, private health insurer Medibank and media giant News Corp. All four have faced significant scandals in recent years.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, WOOLWORTHS GROUP LIMITED – ASX WOW, SINGTEL OPTUS PTY LTD, META PLATFORMS INCORPORATED, FACEBOOK, QANTAS AIRWAYS LIMITED – ASX QAN, MEDIBANK PRIVATE LIMITED – ASX MPL, NEWS CORP AUSTRALIA PTY LTD, NEWS CORPORATION – ASX NWS

Super fund satisfaction improves since low in July 2023 with strong performances from HESTA, Unisuper & REST Super

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Original article by Roy Morgan
Market Research Update – Page: Online : 6-Mar-24

New data from Roy Morgan’s Superannuation Satisfaction Report shows that overall satisfaction with the financial performance of super funds was 66.7% in January 2024. This is an increase of 1.7% points since the low reached in July 2023 (65.0%). There has been improvement across the different categories of super funds since the middle of last year. A standout performer over the last six months has been Self-Managed Funds, which have increased their customer satisfaction by 2.4% points to 76.8%; this is the highest level of customer satisfaction for Self-Managed Funds since April 2022. Customer satisfaction for Industry Funds has also increased significantly on six months ago, up by 1.8% points to 68.6%. Overall customer satisfaction for Public Sector Funds is up by 0.9% points from six months ago to 72.1%. However, customer satisfaction with Retail Funds is up by only 0.4% points to 60%. The report’s findings are from Roy Morgan Single Source, Australia’s most trusted consumer survey, compiled by in-depth interviews with over 60,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

Roy Morgan wins three-year contract to deliver domestic tourism statistics for Austrade

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Original article by Roy Morgan
Market Research Update – Page: Online : 21-Feb-24

From 2025, Roy Morgan will provide Austrade with the world’s best practice survey methodology, big data integration and modelling techniques to deliver accurate domestic tourism statistics. Roy Morgan has reimagined the future of domestic tourism statistics to move Austrade and its stakeholders to the forefront of tourism intelligence with a new platform that will drive the future of Australia’s tourism industry, which is estimated to be worth in excess of $160 billion. Portia Morgan, the Head of Client Services at Roy Morgan, says that using face-to-face interviewing, which is the gold-standard for surveying the population, enhanced with big data and cutting-edge data science techniques, Roy Morgan will be delivering a future-proofed system that will be cost effective, reliable, and accurate. She adds that Roy Morgan has been delivering survey-based tourism insights via its Holiday Tracking Survey for 20+ years and the company is thrilled to be working with Austrade and the broader industry to provide a deeper of understanding of how many people are travelling, where they go, what they do and how they spend their valuable tourism dollars.

CORPORATES
ROY MORGAN LIMITED, AUSTRADE

New report reveals Roy Morgan is one of Australia’s leading data companies – with in-depth information on millions of Australians based on their Helix Personas

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Original article by
Market Research Update – Page: Online : 20-Feb-24

Roy Morgan leads the way as one of Australia’s leading data companies. A special in-depth report into Australia’s leading data companies interviewed Roy Morgan CEO Michele Levine and Executive Chairman Gary Morgan about the role the company plays in compiling data and building profiles of different Australians. One of Roy Morgan’s key products is ‘Helix Personas’ which profiles people under headings such as "young and platinum", "smart money", "cautious conservatives", "fair go", "working hard" and nearly 50 other personas. For example, the "young and platinum" group love their mobile devices and are "always on the hunt for the shiny, new and cool" and "making the rent". Their income is around the $64,000 a year mark and they can often be found "living a conventional life centred around family". Roy Morgan CEO Michele Levine confirmed that the Helix Personas market segments are based on statistical information, not data from individual people. "It’s totally ethical. Unlike Facebook or any of these things, it’s not any particular individual", Roy Morgan’s chief executive Michele Levine, said.

CORPORATES
ROY MORGAN LIMITED

Australians share the Valentine’s Day love today

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Original article by
Australian Retailers Association – Page: Online : 14-Feb-24

Research from the Australian Retailers Association, in conjunction with Roy Morgan, shows that 3.4 million Australians will spend an average of $135 per head on Valentine’s Day gifts in 2024, up from $118 in 2023. In total, Australians are predicted to spend $465 million on traditional gifts for loved ones, as well as gifts for themselves. ARA CEO Paul Zahra has highlighted the importance of inclusivity in the traditional Valentine’s gifting experience this year, noting the opportunity for all individuals to use the day as a time of self-appreciation. Amongst the top gifts of choice for survey respondents this year are flowers, chocolates and hospitality outings.

CORPORATES
AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED

Over 14 million Australians are now consuming alcohol – driven by increases for wine and RTDs

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Original article by Roy Morgan
Market Research Update – Page: Online : 14-Feb-24

New data from Roy Morgan’s Alcohol Consumption Report shows that 14,013,000 Australians aged 18+ consumed alcohol in an average four-week period in the 12 months to September 2023. This compares to 13,073,000 (66.3%) in the year to March 2020, prior to the pandemic. The number of Australians drinking wine increased from 8,096,000 (41.0%) pre-pandemic to 9,068,000 (44.1%) in the year to September 2023. The spirits category enjoyed a clear ‘pandemic boost’ of over 1 million extra consumers; in the 12 months to December 2021 there were 6,759,000 (33.8%) Australians drinking spirits. However, this ‘boost’ has receded; now 5,623,000 (27.3%) Australians drink spirits, down slightly from 5,671,000 (28.7%) pre-pandemic. The standout alcoholic beverages over the course of the pandemic have been ‘Ready-to-drink’ (RTDs) for which consumption increased from 2,138,000 Australians (10.8%) pre-pandemic to 4,319,000 (21.0%) in late 2023, an increase of over 2.1 million people. Meanwhile, now 6,725,000 Australians (32.7%) consume beer, down significantly from the 7,413,000 (37.6%) who did so in the 12 months to March 2020 just before the pandemic struck.

CORPORATES
ROY MORGAN LIMITED

Apple Pay overtook Afterpay in average users in 2023 to become the third most widely used digital payment service in Australia

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Original article by Roy Morgan
Market Research Update – Page: Online : 7-Feb-24

The latest Roy Morgan Digital Payments Report shows that Apple Pay has more than doubled its share of users in the Australian market over the last three years, and it overtook Afterpay amongst Australians during 2023 as user numbers of Afterpay plateaued. Apple Pay is now used by almost 4 million Australians (17.7% of the population) in an average 12 months and is clearly the third most widely used digital payment service. The user numbers for Apple Pay exceeded that of Afterpay, which is now used by around 3.4 million people (15.2%), for the first time in March 2023. Afterpay launched in the Australian marketplace in late 2014, just over a year before Apple Pay entered the Australian market late in 2015. The rapid growth in user numbers for Apple Pay contrasts with the digital payment services from PayPal and BPAY, which are both used by over 40% of Australians, but have not experienced much growth in recent years. These new digital payment findings are from Roy Morgan Single Source, Australia’s leading consumer survey, derived from in-depth interviews with around 60,000 Australians annually.

CORPORATES
ROY MORGAN LIMITED, APPLE PAY, AFTERPAY LIMITED, PAYPAL AUSTRALIA PTY LTD, BPAY PTY LTD

Aussies to splash $465 million in the name of love amid cost-of-living squeeze

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Original article by Roy Morgan
Market Research Update – Page: Online : 6-Feb-24

Research from the Australian Retailers Association, in conjunction with Roy Morgan, shows that 3.4 million Australians will buy Valentine’s Day gifts this year, down 700,000 from 2023. Australians are forecast to spend $465 million this Valentine’s Day (down 4.1% or $20 million from 2023). While the overall spend and number of Valentine’s Day shoppers is tipped to fall this year, those who are gift-giving are set to spend $135 per head (up from $118 in 2023 or 14.4%). The 18-34 age demographic remains the highest-spending demographic and is set to spend $145 million on Valentine’s Day this year, down substantially from $215 million last year. They are closely followed by those aged 35-49, who will spend $140 million, broadly the same as last year. Flowers (mentioned by 48% of respondents), chocolates (33%) and dinner or a trip away (11%) are set to be the most popular purchases. This ARA-Roy Morgan Snap SMS survey was conducted with an Australia-wide cross-section of 5,670 Australians aged 18+ on Wednesday January 24 – Wednesday January 31, including 685 who plan on buying gifts for Valentine’s Day.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN RETAILERS ASSOCIATION