Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

How Britain shops

Anne Benoist

Director at Kantar Media Custom

Shoppers 27.11.2014 / 17:00

  • SAVE
  • Close



    Copy the following code to embed the chart into your web page, Blog or BBS.

Are you a ‘Promiscuous Purchaser’ or a ‘Quality Crusader’?

Shopping in Britain has become increasingly competitive, seeing some of our established retailers struggle. To try to understand how Britain shops for Fast Moving Consumer Goods (FMCG), Kantar Media TGI have used their Europa study in Britain, Germany, France and Spain to create seven different types of shopper.

Two groups: 'Strategic Savers' and 'Promiscuous Purchasers' are driven by price and in the UK these account for just over a quarter of all shoppers (26% total). However, the biggest single segment in Britain is the 'Quality Crusaders' (26%), who are predominantly driven by quality and willing to pay a premium for it.

When compared with our European neighbours, British shoppers are the least ethical, by some distance. Shoppers in Britain are the least likely to be driven by ethical considerations (only 6% of shoppers). However, in Germany and Spain ethics are a key driver for a much greater proportion (12 and 11% respectively).

The seven shopper archetypes:

1. Convenience Kings: Driven by convenience in general, locality, opening hours, parking etc.

2. Ethical Empathisers: Driven by ethical considerations such as Fair Trade or animal welfare

3. Accustomed Acquirers: Driven by routine; tend to stick to tried and tested products and brands.

4. Promiscuous Purchasers: Driven by value, bargain hunters, have large brand repertoires.

5. Quality Crusaders: Driven by superior quality and happy to pay a premium for it.

6. Conscious Connoisseurs: Savvy and passionate shoppers who get food knowledge from magazines etc.

7. Strategic Savers: Driven by lowest price to meet strict budget, attracted by sales and promotions.

Source : Kantar Media

Editor's Notes

Journalists, for more information please contact us.

Latest Stories

Tea is something the Brits love… but is it as simple as that?

Easter Monday, St George's Day, Shakespeare's Birthday and more...

Android has a strong performance in the latest smartphone OS share data from Kantar.

Gabriella Ekelund, VP Corporate Brand Communications at leading hygiene and health company Essity, talks all things corporate branding.

In the week of Good Friday and Easter Sunday, what else is going on in the UK and beyond?

Related Content