MEET THE SHOPPER

Meet the Bachelor Pad Shopper

More men are shopping than ever before! The rapid rise of single person households in Australia has prompted a surge in men visiting the supermarkets.

How do you recognise the Bachelor Pad shopper? By his carefully careless hair with just the right amount of product, or the extra time spent staring at the aisle signs trying to find things (second-time bachelors).

Appeal to him by showing him solutions and making him look good.

IN-STORE 100% are the main grocery buyer, with 1 in 5 shopping at Woolworths in the p.m.
SHOPPERSCAPES Three out of five shop at a supermarket at least monthly, while a quarter shop several times a week
LIQUOR Half of Bachelor Pads purchase from a liquor shop each month
PETRO-CONVENIENCE Almost half buy from a 7-Eleven in the p.m. and they are 40% more likely than average to purchase from a Caltex / Woolworths

Meet the Soccer Mum Shopper

The traditional “main grocery buyer” is alive and well. Soccer mum is looking for value – the best for her family at a reasonable price.

How do you recognise her? She’s wearing a tracksuit and her trolley is full of large pack formats.

Appeal to her by showing her value for money and multiple serve formats, show her solutions to save her time and keep the family happy.

IN-STORE Almost all of these women (98%) are the main grocery buyer for their household, with almost 60% shopping at Woolworths monthly
SHOPPERSCAPES 63% visit a supermarket at least weekly
LIQUOR 44% buy from a bottle shop each month
PETRO-CONVENIENCE Half of them buy from service station shops in a typical month (55% higher than average), while 1 in 10 buy from 7-Eleven

Meet the Shared Household Shopper

Clean, green and healthy is the name of the game for these young shoppers, while price is equally important.

How do you recognise them? By their slightly “boho” look and obviously younger demographic.

Appeal to them with ethical messages and value for money, they are younger and better educated than the average shopper.

IN-STORE 85% are the main grocery buyer, 2 in 5 shop at Woolworths in the p.m.
SHOPPERSCAPES Almost half grocery shop once a week, while a quarter do it several times a week
LIQUOR Half buy liquor monthly, with 1 in 10 shopping at BSW and slightly more at Woolworths Liquor
PETRO-CONVENIENCE 1 in 5 shops at 7-Eleven, while this group are 57% more likely than average to shop at Caltex Woolworths

Meet the Sex & The City Shopper

These girls look for brands, quality and healthy products, and they want to shop fast. They love to be first with sexy new products.

Recognise her by the shoes and the designer handbag, but there’s more to winning her over than meets the eye.

Appeal to her with quality, style (packaging is important), and healthy lifestyle messaging. Focus on brand value, the “must have” factor.

IN-STORE 95% are the main grocery buyer, half shop at Woolworths at least monthly
SHOPPERSCAPES 3 in 5 visit a supermarket each month
LIQUOR 40% buy from a liquor shop each month
PETRO-CONVENIENCE They are 20% more likely than average to shop at a service station shop, with about half shopping there each month, while only 1 in 10 shop at 7-Eleven

Meet the Super Dad Shopper

Super Dad wants to keep everyone happy! So to help keep him happy, make it easy for him to find what he needs, fast.

Recognise him by his thinning hair and harried expression.

Appeal to him by being entertaining but not too clever or subtle – he doesn’t have the time.

IN-STORE 3 in 5 buy from Woolworths at least monthly
SHOPPERSCAPES Half visit a supermarket each week
LIQUOR 3 in 5 buy from a bottle shop each month, with 25% visiting a BWS and 5% visiting Woolworths Liquor
PETRO-CONVENIENCE 7 in 10 buy from a service station shop each month

Meet the DINKs

With a high household income and not much spare time, the DINK shopper is aspiring to be Nigella Lawson and Jamie Durie, but ends up buying Patak’s and hiring Jim’s Mowing.

Recognise the DINKs by their penchant for shopping together, or consulting the other on the mobile about “dinner tonight” while standing in front of the meals section.

Appeal to DINKS by offering them convenience with aspiration.

IN-STORE 90% are the main grocery buyer, while 1 in 2 shops at Woolworths in the p.m.
SHOPPERSCAPES More than half grocery shop weekly
LIQUOR Up to 10% visit BWS or Woolworths Liquor each month
PETRO-CONVENIENCE 3 in 5 buy from service station shops and 16% visit 7-Eleven

Meet the Empty Nesters

The children have finally flown the nest, leaving these parents with more time for themselves. And more money.
How do you recognise the Empty Nester? They’re not rushing around the store anymore.
Appeal to them at the shelf, as they spend longer in the aisles, tend to browse longer and are more open to impulse purchases.

Meet the Golden Oldies

Always looking for value – and perhaps a treat for the grandkids – the older Aussie shopper is no-fuss when it comes to in-store communications.
How do you recognise a Golden Oldie? They scream Grey Power!
Appeal to them with simple communications. They want to know your product is trustworthy, established, and it works – these shoppers are less susceptible to faddish marketing.