The Growth Distillery in collaboration with research partner Verve reveal that when it comes to food, how consumers use and trust technology shapes the way they find recipes, shop for groceries and dine out. With technology now touching every step of how Australians consume food, the Technographics: Food study shows that while tech can make things faster and smarter for businesses, it can also drive customers away when it creates friction.
Key findings reveal:
- AI enters the kitchen: Use of AI for meal planning has jumped 10 times in one year, showing Aussies are turning to tech to make smarter cooking decisions.
- Online grocery frustration: 40% of shoppers abandon online grocery carts due to clunky user experiences, with only 16% feeling confident using these services.
- Dining tech backlash: 50% of diners avoid venues with excessive technology while 30% won’t return after poor tech experiences.
Recommendations for brands
The study demonstrates that successful food brands must first apply a ‘Technographics’ lens to understand and cater to different needs.
Tech-integrated consumers demand seamless, efficient user experiences with smart features while tech-sceptical consumers prioritise control, clarity, and human touchpoints.
Head of the Growth Distillery – Commercial, Leigh Lavery.
Head of the Growth Distillery – Commercial, Leigh Lavery, said: “Businesses must meet their customers where they are when it comes to trust in technology and how they use it in their everyday lives. Brands that focus on designing for people, not just efficiency, will lead the way. Ignoring the varied stages of tech engagement will result in missed opportunities for customer loyalty and growth.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
Download Technographics: Food study here.
