It is not only income or family composition that predict consumers’ shopping habits: the relationship people have with food also largely determines their buying behaviour. Deloitte maps five profiles.
Five personalities
Basic demographics such as income, age and family size have a big impact on what and how much goes into the shopping trolley during the weekly visit to the supermarket. But the relationship people have with food also matters. Those relationships can be diverse: from the person who sees food as a way to lead a healthier life to shoppers hoping to save as much as possible on their budget.
