Major FMCG Brands in Australia – 2025 Statistics
Great product, no shelf appeal? That’s the fastest way to lose in the FMCG game.
In Australia’s competitive fast-moving consumer goods (FMCG) sector, standing out isn’t just about price or quality. It’s about presentation, perception, and positioning.
This article breaks down the latest FMCG stats from 2025, and how brand identity, packaging design, and trust-building are the secret weapons behind the brands dominating Australian households.
FMCG Snapshot: A $252 Billion Industry on the Move
The Australian consumer goods retailing sector hit a projected $252.7 billion in revenue in 2024-25, with food retailing alone pulling in over $168 billion. Supermarkets alone generated $139 billion, with Woolworths and Coles controlling over 80% of the market.
But competition has never been fiercer, and brand equity has never mattered more.
👉 Woolworths, Coles, Kmart, Bunnings, and Rexona are among the top performers—not just because of product range or pricing, but because of how they’ve designed their brand image.
Let’s look at what sets these leaders apart.
Brands Are Lost in a Sea of “Same”
Every trip to the supermarket exposes shoppers to over 20,000 products, from body wash to baked beans. Yet, with inflation, health trends, and eco-awareness on the rise, Aussie shoppers aren’t just buying what’s cheap anymore; they’re buying what looks trustworthy, feels ethical, and fits their lifestyle.
And that trust?
It starts with branding.
49% of Aussie consumers check packaging for sustainability before purchase
85% demand ingredient and sourcing transparency
67% prefer products that promote health and wellness
57% say mobile shopping convenience influences loyalty
38% won’t buy unless your brand aligns with their environmental values
📉 Translation?
Even great products will fail if your packaging, message, or design feels off, inconsistent, or outdated.
What It’s Costing FMCG Brands Who Don’t Prioritise Brand Identity
Let’s take Woolies and Coles.
They still dominate (holding over 80% of FMCG retail share). But both saw brand value drops in 2025—Woolworths down 17% and Coles down 14%, largely due to reputational challenges and inconsistent consumer trust.
Meanwhile, Kmart (yep, the budget giant) grew its brand value by a whopping 66%—fuelled by their private label, Anko, and a recognisable, clean visual identity that signals “affordable + quality” without shouting.
🚀 What worked?
Clear product hierarchy and shelf design
Eco-aware, minimalist branding
Consistency across store, packaging, and digital
Even in discount retail, how your brand shows up matters more than ever.
Build Brands That Look as Good as They Perform
Winning in 2025 doesn’t mean out-pricing competitors.
It means out-branding them.
Here’s how top Aussie FMCG brands are using design to stay ahead:
1. Bunnings – Powering Through Familiarity
Despite economic pressures, Bunnings remains one of Australia’s strongest brands. Why? Its brand consistency and visual familiarity across every customer touchpoint, from flyers to warehouse signage are unmatched.
2. Rexona – Clean, Healthy, Active
Rexona grew 10% in brand value by leaning into health-first design. Their partnerships with athletes, clean blue-and-white packaging, and straightforward product messages give Aussies confidence that the product works and belongs in their gym bags.
3. Kmart – Affordable Can Still Feel Premium
Kmart’s rebrand under Anko gave their private label a Scandinavian-style refresh: simple fonts, neutral tones, zero clutter. It’s now so popular that Aussie shoppers ask for it by name.
FMCG Trends Driving Design Strategy in 2025
Let’s connect the dots between data and design decisions:
What You Should Do If You’re Not a Big Brand (Yet)
Let’s say you’re not Unilever. You don’t have millions for a global campaign.
But you can compete on shelf—and online—with sharp brand design.
Here’s where to start:
Audit your packaging: Would it stop you in your tracks at Woolies?
Simplify your brand story: One tagline. One value. One vibe.
Upgrade your design system: Consistent fonts, colour palette, iconography.
Talk like your audience: Clear, warm, jargon-free messaging.
Put your brand on everything: Boxes. Labels. Emails. It all adds up.
Final Thoughts: If You Want to Sell, You Have to Be Seen
You could be crafting the best granola in Australia, but if your brand looks like it’s stuck in 2003, you’re losing sales.
FMCG brands that invest in identity, trust, and great design win.
They survive price wars.
They scale across retailers.
They get picked first on shelf—and in a mobile cart.
Want your FMCG brand to stand out and sell more?
At Quirk Design Studio, we help Australian businesses turn great products into unforgettable brands.
Let’s turn your packaging into your biggest sales tool.
Reach out today and make your next product drop unmissable.