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UK Insights

How Britain shops

Anne Benoist

Director at Kantar Media Custom

Shoppers 27.11.2014 / 17:00


Kantar
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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

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