How cost of living, seasonality, and loyalty are shaping the digital aisle

Beyond the basket: How cost of living, seasonality, and loyalty are shaping the digital aisle

In the fast-moving world of Retail Media, deeply understanding customer behaviour isn’t just a benefit, it’s the ultimate superpower.

As digital engagement continues to shape customer shopping habits, we’re seeing Australian customers become more strategic and intentional with their digital grocery shops.

The latest insights reveal a big shift toward "savvy searching," where the digital shop increasingly starts not with a specific product, but with what’s on Special. In fact, our half-price specials page now commands the highest level of engagement and time on site.

We also know that customers aren't only seeking value through specials, they are looking for value through freshness. What’s in season is heavily driving digital behaviour, as customers actively browse seasonal produce to eat better while also minding their budgets.

But true customer discovery goes deeper than the aisles our customers visit. 

5 things you probably didn't know about your customers

When we look beyond the surface of the search bar, our deep insights reveal that brand loyalty looks completely different depending on the subcategory. Here’s a taste of some of the behaviours shaping customer choice:

1. "Habitual Heroes" are very set in their ways: In subcategories like Dairy Milk, customers exhibit a massive 35.4% consecutive loyalty rate. Once a customer finds their preferred milk option, they rarely change.

2. Flavour and energy drive routine: Brand loyalty remains exceptionally high for Flavoured Milk (33.7%) and Energy Soft Drinks (32.2%). These customers know exactly what they want before they even open the app.

3. "Repertoire Rivals" are fiercely driven by price: On the opposite end of the spectrum, categories like Womens Hair Removal see a very low 2.0% loyalty. In areas like this, customer choice is dictated almost entirely by price and active promotions rather than brand attachment.

4. Sun Care and Batteries are game on for all: Loyalty drops to a tiny 2.5% for Sun Care and 2.8% for Batteries. Because purchase frequency is lower in these categories, they  represent a massive playground for competition and brand discovery.

5. Pet and Laundry are highly unpredictable: While Wet Cat Food holds a solid 30.9% loyalty (our pets know what they like!) Pet Care and Accessories sits at just 3.1%. Similarly, Laundry Powders sit at 3.1% loyalty, proving that customers are highly willing to swap brands based on what is available or discounted.

Putting brands in the path of purchase

Knowing where loyalty is concrete (and where it’s up for grabs) is where Cartology gives brands an advantage.

Whether your brand needs to defend its "Habitual Heroes" or capture the attention of price-driven "Repertoire Rivals," we close the loop between customer health, value goals, brand discovery and a transaction.

As customer habits continue to adapt, Cartology’s deep customer insights ensure your brand doesn't just guess what's next, we place you in the path of purchase, at the moment it matters most.

Want to unlock the power of deep customer insights and drive discovery for your brand? Get in touch with the Cartology team today.

Source: For the digital aisle, seasonal browsing, and specials hub insights: Adobe analytics product searches 1/01/2025 - 31/12/2025; Adobe analytics specials aisle visits, conversion rate, and time on site (engagement, removing category filtered specials); Q-digital sales confectionery category 1/01/2025 - 31/12/2025
Source: For the loyalty, Habitual Heroes, and Repertoire Rivals insights: Quantium Everyday Rewards Data 2025 - Loyalty Data (Loyalty measures the % of times a customer has consecutively purchased a product)