In the face of skyrocketing grocery prices, an old Coles advertisement has resurfaced, offering a stark contrast to the present-day reality of Australians' weekly shopping habits.
Many Aussies recall Coles' "Feed Your Family" campaign from 2017, featuring celebrity chef Curtis Stone promoting recipes that could feed a family of four for less than $10. Now a recent purchase of the same recipes finds prices doubling to $20.80.
Recently, a TikTok creator took it upon themselves to resurrect these commercials, shedding light on the harsh truth shoppers now confront when trying to make $10 stretch.
In one video, TikToker @apostolucky purchased a loaf of Helga's Traditional Wholemeal bread for $4.90 and a jar of Nutella for $6.20, totalling $11.10.
In another instance, the shopper grabbed a $9 pre-made sandwich and a $1.15 bottle of water, while in a different video, they simply picked up a tin of Milo for $9.40.
The TikToker even attempted to recreate one of Curtis Stone's $10 recipes, specifically his Fettuccine Bolognese.
They purchased pasta for $2.60, 500g of Coles mince for $9, a single brown onion, a bulb of garlic, two carrots, and 300g of Coles-brand sliced mushrooms for $6.50, tallying a total of $20.80.
Even if they substituted the pasta for $1 Coles-brand fettuccine, the cost would still exceed $10, coming to $19.20.
These videos resonated with many Australians, revealing that they've had to make significant adjustments to their grocery shopping habits. Some shared that they could no longer afford meat and were now predominantly relying on lentils, rice, and frozen vegetables.
Others, even university students, lamented that even budget-friendly staples like ramen noodles had become unaffordable.
One commenter highlighted the struggle of covering basic living expenses, stating, "Used to be able to feed, clothe, pay rent, utilities & save every week. I can no longer save & sit with blanket at night to keep heating costs down."
Sarah Megginson, a financial expert at Finder, commented on the pervasive cost-of-living crisis, attributing it to rising inflation across various goods and services, including groceries, petrol, energy, and insurance.
She pointed out that even essential items like cheese, milk, and butter had seen significant price increases, leaving many families no choice but to alter their shopping habits to make ends meet.
Notably, both Coles and Woolworths recently reported substantial profits, raking in $1.1 billion and $1.6 billion respectively for the year.
The Australian Bureau of Statistics (ABS) reported an annual food inflation rate of 7.5% for the June quarter, further compounding the financial strain on households.
According to Finder's Consumer Sentiment tracker, the average Australian household spent $188 per week on groceries in August 2023, marking an increase from $170 per week a year earlier.
This translates to a $936 annual rise in grocery expenses per household. Research also revealed that a significant 40% of Aussies ranked groceries among their top three most stressful expenses.
