Healthy intentions lose out when less nutritious food is on special

Australians are keen to eat healthier, yet supermarket promotions are often steering them in the opposite direction, according to new research commissioned by Shopfully and conducted by YouGov.

The study reveals that most Aussies plan to eat healthier, discounts on less nutritious products frequently influence what they ultimately buy.

A widespread ‘specials trap’

The research found that 78% of Australians have gone grocery shopping intending to buy healthy food, only to end up choosing something less nutritious because it was on special. This behaviour is common, with 15% saying it happens often and a further 43% saying it occurs occasionally. 

“Promotions don’t just influence what people spend, they influence how people eat,” said Brendan Straw, Country Manager at Shopfully Australia. “When ultra-processed foods are consistently the most visible and discounted options, they naturally win, even when shoppers have the best intentions.” 

Despite these patterns, Australians are clearly asking for something different. The research shows that 83% of consumers want supermarkets to offer more promotions on healthier products, including fresh fruit, vegetables and organic options. More than half, 52%, say they strongly agree.

However, many shoppers believe current promotions do not reflect that demand. With more than half of Aussies say supermarket discounts are mainly focused on processed foods, such as snacks, soft drinks and baked goods. 

“These results show Australians aren’t asking supermarkets to choose between affordability and health,” Straw said. “They’re asking for both, and right now, many feel that balance just isn’t there.”

Price remains a decisive factor

The influence of promotions extends beyond perception and into behaviour, with 67% of Australians believe supermarket promotions encourage greater consumption of processed foods, leading to an unhealthier way of living. 

For many shoppers, price can outweigh intention at the moment of purchase, leading to compromises in nutrition. This effect is especially evident among younger Australians and families who are particularly vulnerable to price-driven decisions.

When healthier products are not prominently promoted or competitively priced, shoppers are more likely to opt for cheaper, less nutritious alternatives.

“This is a real opportunity for retailers,” Straw said. “Australians are telling us they want help making healthier choices without stretching the budget. Retailers that respond by making healthier options more visible, affordable and easier to plan around will be better placed to build trust and loyalty in a highly competitive market.”

Planning and digital discovery play a growing role

The research also highlights a shift in how Australians approach grocery shopping. More consumers are planning their purchases in advance, often using digital tools to compare prices and identify deals before entering a store.

Shopfully works with retailers to surface relevant offers earlier in the buying journey, helping shoppers discover and plan around promotions, including those tied to healthier products.

“When healthier options are easier to find, compare and plan around, behaviour can shift,” Straw said. “Retailers have an opportunity to bring value-led, healthier promotions earlier into the shopping journey and then reinforce them through retail media and in-store visibility. That consistency is what helps turn intent into action at the final point of purchase.”

Balancing cost and wellbeing

As cost-of-living pressures persist into 2026, the research points to a clear expectation among consumers. Value remains critical, but so does health. Increasingly, Australians expect the two to go hand in hand when they shop for groceries.

For retailers, the message is clear. Aligning promotions with shoppers’ health goals could not only support better outcomes for consumers but also strengthen loyalty in an increasingly competitive market.