The value of the ‘Quality Orientated’ shopper across Europe
The most news-reported battle going on in retail, particularly amongst supermarkets, is who can bring consumers the products they want at the lowest prices. Catching the value-conscious shopper is of course fundamentally critical to survival in the fiercely competitive retail marketplace. However, it is important to recognise that it is not the only strategy to turn a profit. One key, but sometimes neglected, group comprises of those consumers who are particularly quality orientated, for whom quality is a deciding factor when they do their shopping.
Kantar Media’s TGI Europa study includes a new shopper segmentation enabling the targeting of shoppers across France, Great Britain, Germany and Spain by the key influences behind their purchase decision making. There are seven groups in total and the ‘Quality Orientated’ represent the single biggest one at 19% of all adults (over 41 million people), slightly bigger than those driven by low cost (19%) and those driven by brand reputation (17%).
Educated and well-off, but not especially young
If we take a look at what makes the Quality Orientated consumers different to the average adult in these western European markets in terms of their demographics, they are 59% more likely to have high amounts of both economic and cultural capital - that is to say they have both plenty of money and an interest in certain (possibly many) cultural activities. They are also 38% more likely to have a household income of €75,000+ and 23% more likely to be educated to degree level.
Whilst these quality lovers are not particularly likely to be middle aged or elderly, they are emphatically less likely to be at the youngest end of the age spectrum for adults, being 44% less likely to be aged 15-24.
A desire for quality is prominent, but so is interest in ethics and organic
To evaluate how best to engage the Quality Orientated group, it is instructive to look at the attitudes that make them different to others. These tend towards an appreciation of the finer things in life. They are for example 59% more likely to be prepared to pay more for good quality wine and 45% more likely to agree that they have expensive tastes.
There are other themes too. They are 32% more likely to only buy from a company with whose ethics they agree, 31% more likely to agree it’s worth paying more for organic food and 28% more likely to say they buy new products before most of their friends.
Magazines could offer a particularly efficient means to reach the quality lovers
In terms of reaching these consumers effectively, TGI Europa reveals that they are 21% more likely to be amongst the heaviest fifth of consumers of magazines. When it comes to press they are 54% more likely to be very interested in reading about the environment, 50% more likely to be very interested in reading about business and company news and also 48% more likely to be very interested in reading about education.
It is important to take account of local differences to optimise campaign activity
It might be all too easy to view the Quality Orientated consumers as one amorphous group with the same characteristics and behaviour across all four European markets. There are however some key differences at a local (country) level which are important to note and act upon in order to make a campaign as efficient as possible.
For example, in France newspapers are not a particularly prominent medium for efficiently reaching this group, but quality lovers are 23% more likely to be amongst the heaviest fifth of consumers of outdoor media.
Similarly, 8% of Quality Orientated consumers in Germany visit pubs, bars, cafes or bistros more than once a week, but in France only 4% do so.
Thus, not only are Quality Orientated shoppers one of the most prominent groups of consumers, but they tend to be particularly commercially valuable and potentially very profitable, with a distinctive set of characteristics that make them stand out. Of course, at the local level there are some differences in the behaviour of this group and it is important to strike the right balance between pan-market targeting efficiencies and tailoring the campaign locally.