Episode 23: The rise of ‘in-between’ shoppers is reshaping Australian grocery shelves

Are mainstream Australian supermarkets missing out on the fastest-growing consumer shift in retail? In this episode of Women Transforming Food, hosts Amie Larter and Angeline Achariya sit down with former Coles Group category manager May Wong to uncover the rise of the "in-between" shopper—second-generation migrants and culturally curious Australians caught between niche specialty grocers and conventional supermarket shelves. May reveals how independent Asian grocers act as secret incubators for mainstream retail trends, why iconic dishes like gyoza and curries are set to become everyday Australian staples just like pasta, and where major FMCG brands are still missing critical data on emotional brand loyalty. Download the podcast to discover how to capture this massive, underserved market before your competitors do!