Main Content

Consumer Profiling

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 

Latest News

-