From green smoothies to coconut water, grass-fed meats to all-natural skincare, Australia is reaching for a new kind of luxury synonymous with the upper echelons of society. Wellness has become a status symbol – the only irrefutable way to make a statement about how privileged you are.

Despite 61% of Australians being overweight and obese, there are signs that things are changing. Following the huge popularity of fast food in recent years, growing health awareness has led to changing eating habits, and people are embracing healthier and more diverse food.

In Australia, one in five women feel guilty when eating bread, and almost 40% would enjoy eating bread more often if healthy alternatives were more accessible. In August 2014, Bakers Delight introduced its ‘Healthy Loafstyle’ – a range of ‘health-orientated’ bread.

Half of Aussies say buying local is the most important thing to do to strengthen the economy. And it's not just older generations shopping with their local grocer – 20% of Gen Y support local businesses by promoting them online. Why are Aussies turning down the big boys in favour of smaller brands?