Retail

In the next 12 months, regional Australians are more likely than the general Australian population to purchase:
A dishwasher (15% more likely)
A washing machine (16% more likely)
A freezer (11% more likely)
A gas stove or hotplate (20% more likely)
An electric stove or hotplate (21% more likely)
A gas heater (21% more likely)
An electric hot water system (10% more likely)

When looking at upgrading and purchasing furniture for the home, regional residents tend to closely reflect that of their metro counterparts with:
A Lounge Suite (Regional = 8% | Metro = 7%)
Solar Panels (Regional = 5% | Metro = 5%)
A Bedroom Suite (Regional = 4% | Metro = 5%)
A Refrigerator (Regional = 10% | Metro = 9%)

Regional Australians want simplicity in their personal care routine, with half using everyday bars of soap and talcum powder. In fact, they’re 18% more likely than the general population to use talcum powder.
Facial care product usage is similar among both regional and metro residents, with 54% of regional residents using some form of facial moisturiser, while 59% of metro residents use some form of facial moisturiser.
Regional residents show high levels of care and attention when it comes to feminine grooming. They’re 11% more likely than the general population to use feminine hair removal products. Interestingly, regional residents are 6% more likely to use razors and blades for feminine hair removal than the general population and 11% more likely to use after-shave care products than the gen pop.
Interestingly, regional residents are 30% more likely to use feminine talc than the general population.
Regional residents are 38% more likely to use maternity products than the general Australian population, highlighting the demand for this type of product offering.
When purchasing fragrances, advertising in regional Australia is vital for brands, as regional residents are 8% more likely than the general Australian population to purchase their fragrances from supermarkets.
When purchasing facial cleansers, advertising in regional Australia is vital for brands as regional residents are 7% more likely than the general population to purchase their cleanser from supermarkets.

Sources:

Australia Post – Inside Australian Online Shopping, 2022

Nielsen CMV 2021 Survey 10, People Aged 14+

Boomtown can show you how to stretch your media dollars further in regional Australia. Speak to a Boomtown representative today and watch your brand go BOOM!