BIG supermarket chains are banking billions of dollars in profits. ANDREW MOLE asks what is really driving today's consumer buying patterns?
It began at the grassroots, with farmers' markets across the state driving a new interest in, and support for, local produce.
Fruit and vegetables became just the first step in a popular movement which pulled together other rural-based cottage industries and triggered a national groundswell of buy local.
It also gave birth to peak industry bodies such as Australian Made Australian Grown.
And it now clearly has the attention of marketing's big boys Woolworths and Coles.
But with a stagnant economy, soaring costs in fuel, power and family expenses, the question on the savvy marketers lips is: Does "buy local" trump "buy cheaply" when every dollar counts?
The Weekly Times has been to shopping centres in the regions and upmarket outlets in the city to get a feel for what is happening at the checkouts.
AMAG chief executive Ian Harrison understands economic impact on buying patterns, but says the trend for the past 18 months has been an increasing awareness of, and backing for, local goods.
While Mr Harrison said that may not yet translate into major spending shifts, it is a sign the overall shopping culture is changing.
"Of course price is always going to be critical when times are tougher but there is no doubt consumers and retailers are making changes," Mr Harrison said.
"Coles has been running its home-grown program at sites around the country, and Woolworths is increasing its locally-grown profile that all adds to the mix.
"Brand is still a strong influencing factor, and the strong discount marketing we are currently seeing, for both local and imported products, has to have an effect.
"But when it comes to food in particular, more and more people are conscious of the locally-grown products."
Woolworths spokesman Benedict Brook said his company had got the message from its customers.
"Our main goal is not about boosting sales it is about responding to customer inquiry," Mr Brook said.
"People are demanding to know the provenance of products. For example, we have a lettuce product from a supplier with whom we have worked for a long time, but now that product is branded to show it comes from Houston Farms in Tasmania.
"It still has our logo but buyers know it is not just Australian, but who is actually growing it."
Mr Brook said the same applied to deli goods.
