The Australian food and beverage industry continues to evolve, and customer buying preferences continue to change along with it. Buying behaviours have changed significantly over recent years. Distributors who are performing well now are the ones responding to changing customer preferences in the food industry instead of relying on last year’s approach.
Buying behaviour now extends beyond the simple shift from phone orders to online orders. It is now shaped by tighter budgets, a stronger focus on health, and much more attention to where products come from and how they are packaged. To stay competitive, F&B distribution businesses need a solid understanding of food industry consumer behaviour and the systems to support it.
Here are the customer buying trends shaping the food and beverage industry right now.
Customers Expect Faster and More Convenient Ordering
Digitalisation has reduced the waiting time in all fields. Similarly, when your customers want to order, they need a platform where they can see the orders and their prices on the same page and place their order whenever they have time.
This shift became stronger during the pandemic and has not slowed down since. Research from HotelTechReport shows that 62% of B2B food and beverage customers now prefer online ordering. This is 33% higher than pre-pandemic levels and shows that the shift appears to have become established rather than a passing trend.
One of the main advantages is greater customer control. Customers can place an order late at night if that suits their schedule. They can check pricing and stock without making a phone call, and they receive instant confirmation instead of waiting for a callback. When a business does not offer this level of ease, it may create unnecessary friction in the buying process.
If a business still depends mainly on phone or email orders, a proper B2B eCommerce website is increasingly becoming an expectation. It has become the standard customers expect before they even begin comparing prices.
Health-Conscious Purchasing Continues to Rise
Food and beverage customers are paying closer attention to what goes into the products they buy. This awareness is now shaping purchasing decisions at the wholesale level and not only on the supermarket shelf.
IBISWorld’s health consciousness index for Australia reached 112.7 points in 2025 to 2026. This continues a steady rise driven by lower smoking rates, reduced alcohol consumption, and growing demand for functional ingredients such as protein and fibre. Customers want products with clear and recognisable ingredients along with lower sugar content. They also expect suppliers to answer questions about sourcing without delay.
For distributors, this trend shows up in everyday situations. A café placing a milk order might now ask about A2 or plant-based alternatives along with the standard order. A bakery client might want to know the sugar content of a product before agreeing to a supply contract. Businesses that can answer these questions quickly and stock the right range tend to win repeat orders more often than those that cannot.
This trend is no longer limited to a small group of customers. It affects dairy, bakery, beverage, and snack categories alike, so it is worth reviewing product ranges with this shift in mind rather than treating it as someone else’s concern.
Customers Are Prioritising Value During Economic Pressure
Rising costs have made customers far more careful about how they spend, and this is changing how often and how much they order.
According to the ING Sense of Us 2026 report, 88% of Australians have noticed higher grocery prices and 83% now see cost of living as a major concern. Instead of cutting spending altogether, most customers are adjusting how they buy. They compare suppliers more often, look out for special pricing, and order in larger quantities when it lowers the overall cost.
This is where bulk digital ordering trends in food industry becomes significant. It has long been common in general retail, and it is now becoming more common in food and beverage distribution as well. Bulk buying gives business customers a clear way to reduce cost per unit without lowering quality.
| What has changed | Before | Now |
| Order frequency | Small and frequent top ups | Larger and less frequent bulk orders |
| Supplier loyalty | Stayed with one supplier | Compares two or more suppliers on price |
| Purchase driver | Convenience came first | Price and convenience are weighed together |
| Risk for the business | Understocking | Overstocking and spoilage if forecasting is inaccurate |
The main challenge here is forecasting. When a customer suddenly increases their order size, it can catch a distributor off guard. Getting this wrong in either direction can be costly. Too little stock leads to lost sales while too much stock can result in waste, especially with perishable goods. It helps to speak with bulk customers directly about their expected volumes rather than relying only on past order history. This conversation should become a regular part of account management.
Sustainability Is Influencing Purchasing Decisions
Sustainability has shifted from a marketing message to a real factor in purchasing decisions. Australian customers are backing this shift with actual buying behaviour and not just survey responses.
Research from Monash Business School found that 96% of Australians take part in some form of sustainable purchasing and nearly half are willing to pay more for eco-friendly products. For F&B distributors, this often shows up through packaging. Customers are asking about recyclable, compostable, or reduced plastic options, and some will choose a supplier based on this alone.
Trust building is also an important factor in the Australian food and beverage industry. You cannot make vague statements without a specific explanation about which material your packaging is made of and whether it is recyclable or not. Unclear and without proof statements are no longer acceptable to their customers.
Businesses should communicate clearly if they have made genuine changes. These changes might include switching to better packaging or reducing single-use plastics. Sourcing locally to cut down on transport emissions is another great example. This information should be shared directly on the ordering website and in customer messaging. Vague claims are generally less persuasive and tend to be ignored. On the other hand, specific and honest details build trust and can influence purchasing decisions.
Final Word,
Customer buying trends are constantly changing. To be successful in the Australian F&B industry your business needs to adapt to your customers and implement the ordering methods that they want. The 4 trends mentioned above are a few new ways customers are ordering F&B products in 2026.
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Frequently Asked Questions
What are the latest customer buying trends in the food industry?
The clearest food and beverage customer trends right now include faster and more convenient online ordering, a rise in health-conscious purchasing, more price-sensitive buying due to cost-of-living pressure, and growing demand for sustainable packaging and sourcing. Together, these trends are changing how F&B businesses need to sell rather than only what they sell.
Why is online ordering growing in the food industry?
Online ordering continues to grow because it gives customers full control over how and when they order. They can place an order outside normal business hours, check pricing instantly, and avoid the back and forth of a phone call. Research shows that 62% of B2B food and beverage customers now prefer ordering online over any other method.
How does inflation affect food buying behaviour?
Inflation encourages customers to be more thoughtful about every purchase. Rather than simply spending less, most customers compare suppliers more carefully, watch for special offers, and shift toward bulk buying to reduce their cost per unit. For distributors, this means customers are more price-aware but not necessarily less willing to spend overall.
Why is sustainability important to food customers?
Sustainability now plays a direct role in purchasing decisions, particularly around packaging. Australian research shows that most consumers take part in some form of sustainable purchasing and a growing number are willing to pay more, as long as the claims behind it are specific and genuine rather than vague marketing language.
How can food businesses adapt to changing customer trends?
The most effective way to adapt is to remove friction wherever it exists. This means offering a proper online ordering platform, being transparent about ingredients and sourcing, pricing and packaging products with cost-conscious buyers in mind, and backing up sustainability claims with real detail. Businesses that treat these as separate issues rather than one connected shift in customer expectations tend to fall behind more quickly.