| 
The following tables will give you an understanding of the geographical spread and characteristics of each consumer group that feature in the reports.
Regional Segmentation
|
Region
|
% Shoppers
|
| London |
20% |
| Midlands |
15% |
| Southern England |
11% |
| Lancashire |
10% |
| East of England |
9% |
| Wales and the West |
9% |
| Scotland |
9% |
| Yorkshire |
8% |
| South West |
4% |
| Northern Ireland |
3% |
| North East |
3% |
Lifestage segmentation
|
Lifestage segment
|
% shoppers
|
Age and family
|
| Young Adults |
16% |
Adults aged 20-39 with no children |
| Older Adults |
14% |
Adults aged 40-49 with no children |
| Young Families |
15% |
Adults with all children under 10 |
| Older Families |
16% |
Adults with one or more child over 10 |
| Pensioners |
9% |
Adults over 60 with no children |
| Mixed |
28% |
Multigenerational households |
Lifestyle segmetation
|
Lifestyle segment
|
% shoppers
|
Key Characteristics
|
| Finer Foods |
17% |
Time conscious, enjoy luxury products and are willing to experiment |
| Healthy |
9% |
Interested in organic, environmental benefits, low fat/sugar and calorie conscious |
| Convenience |
22% |
Regard food as fuel, are busy and rely heavily on the microwave |
| Price sensitive |
16% |
Look primarily for value and rely heavily on staple foods |
| Mainstream |
26% |
Have broad tastes, favour established brands and are influenced by the needs of children |
| Traditional |
10% |
Enjoy the art of cooking but rely on a fixed shopping list so less likely to buy on impulse |
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