Drawn in large part from Kantar Media’s pioneering TGI Why Code metrics which explain consumer choices, the new findings reveal that the two archetypes for whom price and savings are the crucial drivers – Promiscuous Purchasers and Strategic Savers – account for 8% and 16% of British shoppers respectively.
Combined, they represent under a quarter of shoppers, and this during an economic downturn when consumers are seeking to control their spending more than ever.
The remaining three-quarters of shoppers include various groups of considerable size whose shopping habits are motivated by very different factors (eg quality of produce, convenience, ethical considerations), while there are also a fifth of shoppers who defy categorisation of their motivations altogether.
Among those for whom price is a secondary consideration, the Conscious Connoisseurs archetype includes 1.6 million shoppers. This group have a passion for food and a keen interest in ingredients that can inspire their home-made culinary creations. Online marketers in FMCG might efficiently engage this group, with insights from Kantar Media Compete revealing that 24% of online grocery shoppers search for recipe ideas.
A desire for quality products also represents a particularly prominent driver in grocery shopping. Kantar Media’s TGI Shopper Archetype Quality Crusaders accounts for 14% of all shoppers (4.5 million individuals) and their value is demonstrated by the fact they are over 40% more likely than the average shopper to spend over £90 a week on their regular main shop, whereas those driven by price and value are no more likely than the average to do so.
Source: Kantar Media
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