THREE-quarters of Australians now have a personal health goal, with younger shoppers driving a surge in demand for wellness-focused products and growing trust in supermarket private labels, according to new research by NielsenIQ for the 2026 Product of the Year Awards.
The study found 74 per cent of consumers have set health goals, prompting major shifts in supermarket buying habits. Shoppers aged between 18 and 45 are most focused on boosting energy, improving sleep, easing stress and maintaining mental clarity, while nutritional preferences for no sugar (37 per cent), high protein (36 per cent) and gut health support (20 per cent) continue to shape the market.
These trends are reflected in this year’s winners, which include Ultralife Adult Hair Skin Nails Gummies, Ultralife Ashwagandha Tablets and Macro Chia Sesame Snaps.
Social media is also emerging as a major influence on what Australians buy. Almost one in five consumers now turn to influencer-promoted products, particularly younger shoppers guided by TikTok (66 per cent) and Instagram (49 per cent). Viral recipes, health hacks and fitness trends are driving more impulsive purchases across the wellness sector.
Beyond the digital sphere, trust remains central to consumer behaviour. One in four shoppers say seeing the red Product of the Year logo on shelves increases their confidence to try or repurchase a product.
Product of the Year director Sarah Connelly said today’s shoppers are increasingly relying on shortcuts to navigate crowded supermarket aisles. “Shopping can feel overwhelming when you’re faced with hundreds of options,” she said. “It’s important to have some smart shortcuts.”
The report also shows a sharp rise in trust for private labels, with more than half of shoppers now rating them as highly as, or higher than, national brands. Of the 40 winners in the 2026 Product of the Year Awards, 27 came from Coles and Woolworths’ home-brand lines — up from 55 per cent last year to 68 per cent this year.
Retail hopping is another growing habit, with four in five Australians shopping at multiple retailers each month, mainly in pursuit of better deals, product availability and loyalty rewards.
Sustainability remains a priority for three in four consumers, especially among younger and employed Australians. Winners recognised for sustainable practices include Cocobella Coconut Water Coffee for recyclable packaging, Koala for its B Corp certification, and Bespoke Foods for responsible sourcing.
First-time winners in 2026 include Scholl, Rokeby Nutrition, Flora Food Group, Bespoke Foods and Made Group Swiss Precision Diagnostics GmbH, reflecting a strong appetite for new ideas and quality innovation among Australian shoppers.
