A new landmark report by market research company Ipsos reveals that cutting back on sugar and eating more fresh and unprocessed foods is a priority for Australians.  However many believe being healthy is expensive and time consuming.

The Ipsos Food CHATs (Consumption, Habits, Attitudes and Trends) report* is a comprehensive study that provides a unique insight into behaviour change and attitudinal trends of everyday Australians when it comes to food. The study reveals our behaviour in everything from food and health priorities, what and where we eat and how we shop.

The top five food priorities in 2016 for Australians are:

  1. eating more fresh fruit and vegetables (40%),
  2. smaller portion sizes (31%),
  3. reducing sugar intake from food (24%),
  4. eating healthier snacks (23%) and
  5. cutting down on fat (23%).


Other findings included:

  • Despite being concerned with obesity, Australians believe healthiness is expensive and time consuming. The everyday shopper is still struggling to balance healthiness against convenience and their budget.
  • Taste and price top the list of purchase decision drivers in-store, followed by price discounts.
  • One in two adult Australians believes there is too much sugar in packaged goods, however only one in four have tried to reduce their sugar intake.
  • Snacking is still very popular with two-thirds of Australians snacking between meals and healthy snacks are a priority.
  • One in three Australians say they eat out and restaurants or cafes are our favourite places to eat out, followed by fast food chains, food courts and clubs and pubs.
  • Fast food chains dominate the average number of eating out occasions at 4.6 times per month, compared to restaurants and cafes at 4.2 times.

* The study surveyed 3,002 consumers and food decision makers aged 18+.

See further details at Ipsos