This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by: • Age – young (18-34), middle aged (35-54) and older (55-65+) • Gender • Social Class • Gender and Social Class • Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home) • Region Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.

1. Shopper Typologies and
Segmentations 2014
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series

2. About Evolution Insights
Evolution offer a range of products &
services for clients in the field of shopper
research:
Off-the-shelf research
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
Insight Plus
Insight Plus offers your business the
opportunity to engage in any of our regular
shopper research projects in advance of
publication, tailoring the scope to suit your
needs
Bespoke Consulting
As publishers of research, we are able to
draw upon a wealth of existing proprietary
data for consulting projects – helping to
better inform and shape any further
research requirements
Our research and analysis helps clients develop targeted
shopper marketing initiatives designed to influence
shoppers at the point of purchase.
We use a range of research methodologies to discover
genuine insights. Our research incorporates a broad
spectrum of robust qualitative and quantitative research
techniques.
As a leading publisher of shopper research, we are ideally
placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy
specialising in shopper motivation and
behaviour. We deliver off-the-shelf, tailored
and bespoke research for manufacturers,
retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter
offering analysis and commentary on topical shopper issues.

3. www.evolution-insights.com
Contents
Introduction
Definitions
Gender
Social Class
Shopper Life Stages
Families
Older Shoppers
Key
Summary – Introduction
Overall Summary
Health
Introduction
Shopper Profiles
Geographic Spread
Summary
Smartphone Ownership
Introduction
Shopper Profiles
Summary
Mobile Shopping
Introduction
Shopper Profiles
Geographic Spread
Summary
Showrooming
Introduction
Shopper Profiles
Geographic Spread
Summary
Grocery Apps
Introduction
Shopper Profiles
Geographic Spread
Summary
Adult Lunchboxes
Introduction
Shopper Profiles
Summary
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4. Contents
www.evolution-insights.com
On-The-Go
Introduction
Shopper Profiles
Summary
Contactless Payment
Introduction
Shopper Profiles
Geographic Spread
Summary
The Importance of Brand
Introduction
Shopper Profiles
Geographic Spread
Summary
Planning Shopping Trips
Introduction
Shopper Profiles
Geographic Spread
Summary
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50
51
52
53
54
55
56
57
58
59
60
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62
63
64
65
Retailer Choice
Shopper Share Vs. Market Share
In Store Retailer Choice
Introduction
Gender
Social Class
Life Stage
Online Retailer Choice
Introduction
Gender
Social Class
Life Stage
Spend
Introduction
Concern About Spend – Definition
Gender
Age Group
Life Stage
Methodology
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5. By examining our collection of previous research
we were able to identify 6 significant
segmentations within the UK population. These
typologies were created using four basic
demographics; age, gender, Location, social class
and whether the shopper has children living at
home or not. Although these demographics are
important on their own, interactions between
them create further segmentations. As such
young and childless, empty nesters, silver
shoppers and also families by age.
These demographics cause individuals to have
particular outlooks and perspectives on the
world. They also act as a certain influence or
predictor of shopper behaviours and attitudes.
From our previous reports we are able to identify and examine 6 main shopper demographics. These shopper profiles go
some way to predict shopper beliefs and behaviours when shopping for food and groceries.
Introduction
Main Shopper Demographics
Gender
Age
Social Class
Life Stage: Families –Parents 18-34, Parents
35-54
Life Stage – 18-34s No Children, Empty
Nesters and Silver Shoppers
Location

6. Age
Gender
Social
Class
Location
Life
Stage
Introduction – Definitions
Shoppers can be defined by
their demographics. The
very basic demographics
included in all of our reports
are categories such as age,
gender, social class and life
stage. These personal
factors have an influence
upon shopping behaviour
and attitudes of the
individual shopper.

7. Definitions
• Male
• Female
Gender
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
Age • AB
• C1
• C2
• DE
Social Class
There are many preconceptions
about how men and women
shop differently and this report
aims to explore these further.
Understandably, the age of a
shopper has a significant impact on
their behaviour and attitudes.
Social class in this case
refers to the main wage
earner in the house.

8. Definitions
• Parents aged 18-34
• Parents aged 35-54
Life Stage: Families
• 18-34 year olds with
no children living at
home
• Empty Nesters
• Silver Shoppers
Life Stage
Families are split by the age of the parents in
order to identify any differences in attitudes and
behaviours between young (18-34) and older
families (35-54). Families are determined by
having one or more child under 16 living at home.
Empty Nesters are shoppers aged between 35
and 54 with no children under the age of 16
living at home.
Silver shoppers are shoppers aged 55+ (the UK’s
fastest growing demographic)

9. Gender
48.1%
51.9%
• The population is almost equally split between male and females. 48.1% of the population are men
and the remaining 51.9% are women. As such, both genders are just as important when it comes to
studying shopper behaviour, although almost three quarters of primary food and grocery shoppers
are women.
• To ensure the data we examine is representative of the UK population we use a sample size
reflecting the overall gender size (as above).
Male
Female

10. Social Class
AB C1 C2 DE
23.4%
30.7%
19.6%
26.3%
The SEG in this case refer to the main wage earner in the house, depending on the occupation of this
shopper they are divided into one of the above groups. ABs are the most affluent of the four groups,
this group has the most spending power, and DEs have the least spending power.
SEG alone does not determine shopper behaviour, as the consumption of food is stable with a finite
amount of food and groceries needed to be purchased by shoppers; this limits spend.

11. Shopper Life Stages
18-34 No Children
Living at home
Family Life
The empty nest,
35-54s with no
children at home
Silver Shoppers, 55+
Shoppers have been split by life stage for the purpose of this research.

12. Families
15.6%
21.8%
37.4% of the population has a child dependent on them, in this case the child (under 16) is living with
the parents.
For the purposes of this research we have split families by the ages of the parents. This is in order to
determine whether younger families (18-34) have different shopping habits to their older counterparts
(35-54). Older shoppers are more likely to have one or more children living at home.
Young 18-34
Older 35-54

13. Older Shoppers
35.5%
28.2%
Empty Nesters
35-54
Silver
Shoppers 55+
Increasing longevity means that, for the rest of this century, the fastest-growing consumer
group will be over the age of 60.
35.5% of the population are empty nesters. These shoppers are over 35 and don’t have any
children at home.

14. Shopper Typologies – Key
Health The
Importance of
Brand
Showrooming Smartphone
Ownership
Online Grocery
Apps
Mobile
Shopping
Spend
On-The-Go Contactless Payment
Card & NFC (mobile)
Planning and
Lists
Lunchbox In Store
Retailer Choice
Online Retailer
Choice
The following icons will be used throughout this research as a means of
understanding which Evolutions Insights’ report (from 2013) the data has been
collated from, also to clarify the topic being discussed.

15. Health – Shopper Profiles
Health
Profile of Shoppers who say they are eating healthily*.
Gender Age Social Class
Families
Life Stage
%
As of January 2014*

16. In Store Retailer Choice by Gender
In Store Retailer Choice by Gender
The retailer logos below show the In Store retailer (Primary store) choice of each demographic and
how they compare to the overall shopper share (below left).
Overall Shopper Share

17. Online Retailer Choice by Gender
Online Retailer Choice by Gender
The retailer logos below show the online retailer (primary store) choice of
each gender and how they compare to the average (left).

18. Spend – Concern by Gender
40
45
50
55
60
65
70
75 Male
Female
Female Average Spend In store £78. Average Spend Online £83.
Male Average Spend In store £75. Average Spend Online £84.
%
Concern by Gender

19. Secondary and desk
research
Preliminary
quantitative survey
Main quantitative
survey
Focus groups
Insights
• All this information is taken from our 2013 report
catalogue.
• Evolution carries out a preliminary survey of around
100 shoppers, to test questions for the main survey.
• Detailed secondary and desk research is conducted to
define the topic area, macro drivers and trends, scope
and examples of within the research topic.
• Initial insights gained are used to help further design
the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
food & grocery.
• Focus groups are carried out to further enhance the
secondary research and main quantitative survey.
• Comprehensive and detailed assessment of all the
data received was then used to discover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national statistics,
news and industry resources.
Methodology
Source: Evolution Insights
Evolution’s methodology

20. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom