In 2024, traditional toys and games experienced growth primarily from model vehicles and construction toys, driven by adult collectors and innovative products such as Lego. The demand for collectibles was also fuelled by kidults desiring nostalgia and a break from digital connectivity. Strategies are being influenced by the increasing prevalence of e-commerce and technological integration, necessitating manufacturers to adjust to digital platforms and emerging trends.

In 2024, video games in Australia recorded strong current value growth, despite a drop in hardware sales due to cost-of-living pressures. Notable trends included AI personalisation for improved gaming experiences and strategic partnerships to leverage franchise appeal. Subscription services also played a role in growth by providing cost-effective access to multiple games. The landscape shifted towards greater fragmentation, while e-commerce strengthened its dominance of distribution.

In 2024, toys and games in Australia experienced solid growth, driven by video games and the kidult phenomenon. The desire for nostalgia and leisure among adults boosted sales of collectibles and construction. Legislative measures and social media restrictions could further influence sales, with businesses adjusting their marketing strategies. While physical stores remain key, e-commerce is growing, especially for video games.

Bath and shower saw steady growth in current value terms in 2024, similar to the performance seen in 2023. Bath and shower saw dramatic shifts in demand across the different categories during the review period as a result of the pandemic, especially within hand sanitisers. However, the market was more stable in 2024. Bar soap, liquid soap and body wash/shower gel are considered household staples and demand for these products has been consistent. These three categories are the main drivers of gro

Sales of colour cosmetics entered a period of normalisation in Australia in 2024, with the category seeing steady growth in current value terms after the strong post-pandemic rebound in 2023. This deceleration reflects a combination of factors, including the fading base effect from the surge in demand when consumers returned to regular beauty routines after the pandemic, as well as ongoing cost-of-living pressures prompting shoppers to rationalise their discretionary spending. Increased promotio

Fragrances saw strong growth in current value terms in 2024, showing the resilience of the category in the Australian market. Demand was supported by more stable rates of inflation which meant consumers were better able to afford fragrances. Fragrances are an important feature of the personal care routines of consumers in Australia, with sales further boosted by the skinification trend whereby consumers are combining the typical use of fragrances to enhance personal scent with general health and

Hair care posted mid-single digit growth in 2024 in current value terms, maintaining the solid performance seen from the category over the review period. Hair care products are an essential feature of many Australians’ personal care routines, with a combination of shampoos and conditioners used to keep hair feeling and smelling clean while also taking care of the scalp. The skinification trend is also important for the category, as consumers want products that not only make them look and feel go

In 2024, Australia’s skin care market recorded a slower pace of growth compared to the previous year but maintained positive momentum, highlighting the category’s enduring resilience amid ongoing economic pressures. While the initial post-pandemic uplift in self-care spending began to level off, core demand remained stable, supported by habitual usage, high product replenishment rates, and a deepening consumer preference for preventative and functional skin care solutions.

Oral care saw steady growth in current value terms in 2024 reflecting the strength of the category with its ability to deliver growth despite the weaker economic climate. For consumers, product categories like toothbrushes and toothpaste are seen as essential purchases. However, where consumers are more likely to compromise is by down trading to cheaper brands or purchasing in bulk when products are discounted to get the best value for money.

Sales of deodorants saw steady growth in current value terms in 2024 reflecting the category’s position in the market as a staple personal care product. Maintaining good hygiene while out in public is important for consumers and therefore the category’s sales remained resilient despite the challenging economic climate. The main shift in behaviour was that some consumers looked for better value through price discounts or by switching to cheaper alternatives, rather than staying loyal to any parti

In 2024, Australia’s sun care category maintained double-digit growth in current value terms, reflecting its evolution from a seasonal essential to a skin care-adjacent staple. This momentum was driven by continued innovation in multifunctional SPF formats and a heightened consumer focus on skin health. Brands like Ultra Violette led the shift toward so-called ‘skinscreen’ products that combine UV protection with skin care benefits, while retailers such as Adore Beauty expanding SPF-focused offe

The steady growth of men’s grooming highlights how men’s personal care and grooming routines have become more important over time. With societal shifts and changes in how people perceive masculinity there has been a rise in awareness and adoption of robust personal care routines by men, resulting in the usage of more men’s grooming products. Men’s grooming has significantly benefited from these changes in consumer behaviour and changing social norms, with sales increasing across all categories i

Baby and child-specific products provide to be resilient during a challenging year for consumers in terms of their finances, with the category seeing steady growth in current value terms in 2024. Baby and child-specific products such as baby wipes are perceived as essential purchases for some parents who are keen to maintain their child’s overall health and wellbeing. As a result of the essential nature of some of these products, consumers had no choice but to continue purchasing them during 202

With only moderate growth in current value terms, depilatories was showing signs of reaching market maturity in 2024. Demand for these products is relatively consistent, with no major shifts in consumer behaviour that would have resulted in a change in the market performance for the category. The modest growth of the overall category also reflects the other alternative options available to consumers for hair removal, such as electric hair shavers which are more convenient to use and which can he

Beauty and personal care in Australia showed resilience in 2024 amidst weakening economic conditions, with sales seeing steady growth in current value terms. The growth of the market highlights the strong demand consumers have for beauty and personal care products and how these are often perceived as essential purchases alongside other groceries. This is especially true for categories which are used on a daily basis like bath and shower and skin care products. However, it should be noted that va

Premium beauty and personal care saw strong growth in current value terms in 2024. This growth was partially price-driven, despite inflation starting to ease. Premium beauty and personal care benefits from consumer perceptions that these products are more effective and make more of a difference compared to cheaper brands. However, in the current economic climate it has been difficult for consumers to maintain their usual spending habits, so some consumers were forced to either down trade to chea

Mass beauty and personal care saw steady growth in current value terms in 2024, building on the strong performances seen in the previous two years. Growth was driven by a shift in consumer behaviour linked to the rising cost of living. Some consumers traded down from premium to mass beauty and personal care products in 2024 as they looked to save money amidst a challenging economic landscape. As a result of this shift in consumer behaviour, brands and retailers also looked to meet this consumer

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Wine sales in Australia continued to decline in off- and on-trade volume terms in 2024, although the rate of decline did slow compared to the previous year. This trend occurred within the broader context of falling per capita alcohol consumption, as the health and wellness movement gained further traction across the country. In addition, cost-of-living pressures also prompted many Australians to reduce their spending on discretionary items such as wine.

Premiumisation remains a long-standing trend in the Australian beer market, driven by the consumer desire for higher-quality brews and unique flavour profiles. However, this trend was put on hold in 2024 due to the rising cost of living which prompted a noticeable shift in purchasing habits, with many consumers trading down from premium craft beer to more affordable mainstream options. As a result, while the dollar value of individual purchases declined, beer still saw modest growth in total vol

In Australia, spirits experienced a modest slowdown in growth in 2024, with total volume sales increasing by just 2%, representing a softer performance compared to the previous year. This deceleration is largely attributed to a combination of external pressures and shifting consumer behaviours. One of the primary factors influencing this trend in 2024 was the ongoing rise in cost-of-living pressures, which significantly impacted household spending patterns. With inflation driving up the price of

Sales of alcoholic drinks in Australia saw only moderate growth in total volume terms in 2024. Sales continued to be impacted by the cost-of-living crisis, combined with an ongoing shift toward lower alcohol consumption and more responsible drinking habits, with these remaining key barriers to growth. Inflation further constrained discretionary spending, leading consumers to be more value conscious. As a result, the premiumisation trend weakened, with fewer consumers willing to spend on craft or

Sales of RTDs declined in total volume terms in 2024, transitioning from the pandemic-driven highs into a more mature and normalised growth phase. Off-trade volume sales declined in 2024 as manufacturers faced rising input costs and consumers tightened their budgets, leading to a noticeable slowdown in new product development. Following several years of dynamic growth driven by heightened in-home consumption during the pandemic and high-impact launches such as Hard Rated, the RTDs category began

Cider/perry saw moderate growth in total volume terms in 2024, supported in part by easing inflation in Australia. As cost pressures on households begin to ease, some consumers returned to familiar categories like cider/perry for casual and social drinking occasions. However, the category continued to face intense competition from adjacent categories, particularly RTDs and beer, which continue to capture a larger share of consumer attention and spending.