Australians want to eat healthier, but supermarket price promotions are making that harder, according to new research conducted by YouGov. Commissioned by Shopfully, the research reveals a growing disconnect between shoppers’ intentions and the products being promoted, with discounted processed foods continuing to dominate supermarket specials even as cost-of-living pressures intensify.

The survey of more than 1000 Australians found that 78% of consumers have gone grocery shopping intending to buy healthy food, only to end up purchasing something less nutritious because it was on special. This is far from rare: 15% say it happens often, while a further 43% say it happens occasionally.

Healthy intentions vs promotional reality  

According to the research, 83% want supermarkets to offer more price promotions on healthy products such as fresh fruit, vegetables and organic foods. 52% say they strongly agree, a rare level of consensus in consumer sentiment.  

However, when asked what’s actually being promoted, the reality looks different. 51% believe supermarket price promotions are primarily focused on processed foods, such as soft drinks, snacks and baked goods. By contrast, only 19% feel healthier products receive the same promotional focus, while a quarter believe promotions are split evenly.  

“These results show Australians aren’t asking supermarkets to choose between affordability and health,” said Brendan Straw, Country Manager at Shopfully Australia.

“They’re asking for both, and right now, many feel that balance just isn’t there.”  

Inside the ‘specials trap’  

The research also shows just how strongly promotions shape shopping behaviour in the moment.  

Many Australians report changing their mind in-store about buying healthier products because of price. 67% believe supermarket promotions actively encourage greater consumption of processed foods, reinforcing the idea that what’s discounted and prominently promoted plays a decisive role in what ends up in the trolley.  

Younger Australians and families appear to be among the most affected, with Gen Z and Gen X shoppers more likely than other generations to say they frequently abandon healthy intentions due to promotions. Families and unmarried households also report being particularly susceptible to price-led trade-offs.  

“Promotions don’t just influence what people spend, they influence how people eat,” Mr Straw said.

“When ultra-processed foods are consistently the most visible and discounted options, they naturally win, even when shoppers have the best intentions.”  

The findings suggest the challenge isn’t motivation, but accessibility. This, says Mr Straw, is a real opportunity for retailers.

“Australians are telling us they want help making healthier choices without stretching the budget,” he said.

“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.”