From bowser to basket, 9 in 10 Aussies are feeling the impact of rising prices
26% of households earn over $160k, but are still concerned about rising prices
Aussies lose trust in banks as popularity of buy now, pay later rises
78% worry about petrol prices
Sydney - September 30, 2025 - New research from Nielsen Consumer & Media View (CMV) shows that the Australian economy is a tale of two wallets. At one end, more than a quarter of households (26%) bring in more than $160,000 a year. At the other, one in five Australians live on less than $25,000, underscoring a growing income divide.
However, what unites the two is the impact of cost-of-living pressures. Almost nine in ten Australians (roughly 20.1 million people) are worried about the price of groceries, while 17.7 million say they are concerned about the rising cost of fuel.
Nielsen CMV data also shows that Australians are increasingly becoming value-seekers carefully weighing up fairness, quality and trust when making purchasing decisions.
Meanwhile, almost three quarters of the population consider themselves bargain hunters and are willing to switch brands if the price is right, while two-thirds say they are careful with their money.
This cautious financial mindset extends to traditional financial institutions, with four in ten Australians expressing distrust towards major banks.
This is proving fertile ground for new financial institutions, such as Buy Now, Pay Later (BNPL) provider, AfterPay, with three-quarters of Australians aware of the newcomer.
While debit cards remain the most common payment tool, credit cards are still widely used, largely for the reward programs they're linked to. However, cash continues to play a major role in everyday life, with more than a third of Australians preferring to use it for small purchases.
Online grocery shopping has also gained traction, with 7 million Australians now getting their food and drinks online, despite the majority of retail journeys still involving a trip to the store.
Nielsen's data also shows that generational and regional divides define consumer behaviour, with Gen Z and Millennials being firm digital digital natives , embracing online shopping, social commerce and BNPL at high rates, while older Australians (Gen X and Baby Boomers) dominate the nation's wealth, and tend to prioritise saving, brand loyalty and reliability. Similarly, metro Australia, (roughly 72% of the population), leads the way in digital adoption and discretionary spending, while regional Australians remain more traditional and loyal to established brands and local retailers.
Glenn Channell, Nielsen's Pacific Head of Advanced Analytics said: The cost-of-living crunch doesn't discriminate. Whether they're earning a little or a lot, Australians are looking for fairness and value in every purchase. With Nielsen CMV Persona Packs, we can rapidly profile how different households are navigating these pressures, giving retailers, brands, and financial service providers the insights they need to respond with speed and precision.
Monique Perry, Managing Director of Nielsen Pacific added: This data shows that no matter where Australians sit on the income scale, everyone is rethinking how they spend. It's a reminder that understanding your audience is more important than ever and that's what CMV and Advanced Audiences are all about.
About Nielsen Consumer & Media View (CMV) Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
About Nielsen CMV Persona Packs: On-demand consumer profiling reports Harnessing Nielsen's advanced audience data capabilities via Consumer & Media View (CMV), Nielsen now provides comprehensive profiling and insights reports for any consumer segment you need to understand.
Nielsen Persona Packs are a faster way to solve your market challenges. Just define your target audience, and we will deliver an insight-laden report to your team with near-instant speed.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Press Contact Dan Chapman
dan.chapman@nielsen.com
+61 4040884
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From bowser to basket, 9 in 10 Aussies are feeling the impact of rising prices
