Consumer Types in The United Kingdom

Consumer Types in the United kingdom
July 2022
© Euromonitor
© Euromonitor International
International 2022.
2022. All rights
All rights reserved.
reserved.
PowerPoint presentation includes proprietary information
from Euromonitor International and cannot be used or stored with
the intent of republishing, reprinting, repurposing or redistributing
in any form without explicit consent from Euromonitor International.
For usage requests and permission, please contact us

http://www.euromonitor.com/locations.
The data included in this report is accurate according to

Euromonitor International´s market research database,
at time of publication: July 2022
INTRODUCTION 33
Scope
This report is part of a series of four highly visual reports covering the 39 markets surveyed in Consumer types can be a powerful tool to
the annual Voice of the Consumer: Lifestyles survey. help companies better understand and appeal
to their target markets. By going beyond
typical demographic-based segmentation,
Draws together insights from across the Lifestyles survey and such as age or gender, and grouping
Lifestyles Country Report Series
provides analysis on key trends. consumers based on shared traits and

Consumer Lifestyles
preferences, companies can better develop
products and marketing campaigns that
Reviews shifting consumer traits and values that influence resonate with key customers. This report
Consumer Values and purchasing and consumption behaviours. (Visual only includes in-depth profiles of the five consumer
Behaviour report) types in the United Kingdom.
Explores consumers beyond their demographic profile and

provides a different perspective on shopping habits and
Consumer Types path to purchase.
Connects survey insights with Euromonitor’s eight Disclaimer

megatrends, including case studies highlighting how Much of the information in this briefing is of a
Megatrends companies are responding to changing attitudes and statistical nature and, while every attempt has
expectations. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
Generation Z: aged 15-24; millennials: aged 25-39; Generation X: aged 40-54; baby boomers: aged 55+.
companies’ opinions, reader discretion is advised.
Introduction to consumer types
Contents
This report is part of an ongoing series that covers the key

characteristics and lifestyle habits of consumer types; therefore,
there may be some similarities with previous years.
Consumer types can be a powerful tool to help companies better

understand and appeal to their target markets. By going beyond
typical demographic-based segmentation, such as age or gender,
and grouping consumers based on shared traits and preferences,
companies can better develop products and marketing campaigns
that resonate with key customers. This report includes in-depth
profiles of the five consumer types in the United Kingdom.
INTRODUCTION TO CONSUMER TYPES 66
Why segment consumers by type?

Our Voice of the Consumer: Lifestyles survey
fielded questions in January and February
2022. In the 2022 iteration, the survey
continued to focus on changing consumer
behaviours and included new questions Who are your key What is the best way to How can you tailor your
focusing on changing home and work life, consumers in a specific target specific consumer services and products to
sustainability as well as health and safety market? types? key consumers’ values?
concerns. Euromonitor International’s Voice
of the Consumer: Lifestyles survey coverage
includes 39 developed and emerging
countries with country-level Consumer Types
grouped into eight global-level types.
Many of the 2022 key habit and lifestyle
preferences of the eight consumer types are
consistent with the 2021 report.
Which consumer needs are Where will your sales and
driving your innovation How are consumer habits marketing investments
and preferences changing?
pipeline? make the most impact?
INTRODUCTION TO CONSUMER TYPES 77
Breakdown of consumer types in the United Kingdom

Consumer types in the United Kingdom
n = 1,003; % of respondents
40%
35%
30%
25%
20%
15%
10%
5%
34% 25% 18% 14% 9%
0%
Balanced Optimist Secure Traditionalist Cautious Planner Empowered Activist Undaunted Striver
Source: Euromonitor Voice of the Consumer: Lifestyles survey 2022
Numbers of respondents
338 253 176 142 94

Shopping habits of consumer types in The
United Kingdom
SHOPPING HABITS OF CONSUMER TYPES IN THE UNITED KINGDOM 99
Who is the Balanced Optimist?
Consumers seeking a balanced lifestyle focusing on enjoying the present and

planning for the future. Often prioritising time with friends and family.
15% like to be 73% use 80% try to have a 16% are actively
34% of UK
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
political and social
consumers
to-day life through their daily
actions
issues are Balanced
Optimists
74% participate in 9% order food for 25% reheat or 67% take health
physical exercise home delivery at prepare a ready supplements/
at least 1-2 times a least 1-2 times a meal at least 1-2 vitamins at least 1-
week week times a week 2 times a week

10
Balanced Optimist: Demographic profile
Consumers seeking a balanced lifestyle focusing on enjoying the present and planning for
the future. Often prioritising time with friends and family.
60% 20% USD48,580 33%

female, compared to live in large cities average income, 1% lower have higher education,
the 50%, the UK’s (>500k inhabitants) than the UK’s average compared to 45%, the
average UK’s average
45-49y 15% 30% 1%

average age, compared have children under have a full-time job, self-employed or
to 40-44 in the UK 18, compared to 23% compared to 37% in the contract/flexible work,
in the UK UK compared to 2% in the
UK
11
Balanced Optimist: Values and influences

Shopping motivation and preferred attributes: % of Balanced Optimist Top environmental, political and social activities: % of Balanced Optimist
n = 338; % of respondents n = 271; % of respondents
I prefer living in the real world to

virtual online experiences
I like to find bargains Recycle items
I find I am looking for ways to simplify

my life
I like to try new products and services
I extensively research the products Reduce food waste
and services I consume
I give back to those in need
I am willing to buy second-hand or
previously-owned items Reduce plastics use
I prefer to spend my money on
experiences, rather than things
I like to be distinct from others
I would rather buy fewer, but higher
quality things Vote in elections
I like to repair my items instead of
purchasing new ones
0% 50% 100% 0% 20% 40% 60% 80% 100%
12
Balanced Optimist: In-store and online shopping motivations

Top in-store shopping motivations: % of Balanced Optimist Top online shopping motivations: % of Balanced Optimist
Ability to order at any time,

See or try before buying
from anywhere
Immediate purchase Free shipping
Convenient location / access Best price
To avoid paying for shipping Ease and availability of delivery
No delivery-related hassles Variety of brands
0% 20% 40% 60% 80% 0% 20% 40% 60%

13
Best ways to target the Balanced Optimist

Balanced Optimists are pragmatic consumers, usually cautious with how they spend their
money. However, they also place a lot of importance on their personal happiness,
frequently making small impulsive purchases to treat friends and family or themselves.
Though these consumers look for strong brands and premium products on occasion, they
place value on low prices and seek competitively-priced products.
The Balanced Optimist enjoys experiences, often seeking to enrich their lives by learning Best Ways to Target
about different cultures. They value the time they spend on themselves as well as close
family and friends and leisure activities. • Promotion of products that enhance
They are indifferent to shopping and will most likely seek simple and convenient shopping personal wellbeing or facilitate time
experiences and services that allow them to get the job done quickly, simplify their lives spent with immediate family and
and allow them to spend more time on the activities they value. close friends, with specific emphasis
on self-care
This consumer type tends to focus on their own life rather than placing importance on • Clear promotion of low cost,
global issues, such as sustainability or politics. They are particularly optimistic that their discounts and value for money
current actions will provide them with a bright future, often citing that they will be happier • Availability of online and offline
and better off financially over the next five years. shopping platforms, which create a
seamless omnichannel shopping
experience
• Convenient services to facilitate quick
purchases alongside unique shopping
experiences
14
Who is the Secure Traditionalist?
Consumers who actively avoid shopping. Easily swayed by price and are
likely to purchase the cheapest alternative.

25% of UK
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are Secure
Traditionalists
42% participate in 5% order food for 31% reheat or 28% take health
physical exercise home delivery at prepare a ready supplements/
at least 1-2 times a least 1-2 times a meal at least 1-2 vitamins at least 1-

15
Secure Traditionalist: Demographic profile
Consumers who actively avoid shopping. Easily swayed by price and are likely to purchase
the cheapest alternative.
48% 19% USD36,937 22%

female, compared to live in large cities average income, 32% lower have higher education,
50%, the UK’s average (>500k inhabitants) than the UK’s average compared to 45%, the
UK’s average
50-54y 6% 25% 1%
UK
16
Secure Traditionalist: Values and influences

Shopping motivation and preferred attributes: % of Secure Traditionalist Top environmental, political and social activities: % of Secure Traditionalist

I like to find bargains Recycle items

previously-owned items
I like to repair my items instead of
purchasing new ones
I find I am looking for ways to simplify Reduce food waste
my life
I extensively research the products
I avoid going shopping whenever
possible Vote in elections
I only buy from companies and brands
that I trust completely
I try to lead a minimalist lifestyle and
do not buy new items unless… Reduce plastics use
I am willing to spend money to save
time
0% 20% 40% 60% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
17
Secure Traditionalist: In-store and online shopping motivations

Top in-store shopping motivations: % of Secure Traditionalist Top online shopping motivations: % of Secure Traditionalist
See or try before buying Best price

Immediate purchase
from anywhere
Convenient location / access Free shipping
To avoid paying for shipping Ease and availability of delivery
Ability to buy products /

No delivery-related hassles brands not available in the
local market
0% 20% 40% 60% 0% 10% 20% 30% 40% 50%

18
Best ways to target the Secure Traditionalist

Secure Traditionalists are very set in their ways. They are unlikely to place importance on
their image and rarely follow the latest trends. This consumer type can be difficult to
influence since they rarely make impulse buys or try new products and usually stick to
purchasing their essential items.
They are frugal in their shopping habits, frequently focusing on low prices and placing high
importance on saving money. Discounts and sale offers can sometimes influence their Best Ways to Target
purchasing habits, causing them to choose the cheapest alternative.
Secure Traditionalists do not enjoy the shopping experience, so the more convenient and • Provide in-store and offline services to
efficient retailers and brands make the purchasing process, the more likely consumers in alleviate any anxieties when using
this category are to make repeat purchases. Though they have become more comfortable in technology
using technology in recent years, Secure Traditionalists still value in-store shopping services • Clearly mark promotional items, low
and are more likely to do their research and make purchases in-store rather than online. prices and discounts, especially on
usual and essential purchases
In previous years, the Secure Traditionalist has steadily been increasing their use of • Create a convenient and easy shopping
technology and internet platforms; however, COVID-19 has accelerated the use of experience to minimise time spent
technology. This opens a new opportunity and channel for businesses to target this shopping
consumer.
19
Who is the Cautious Planner?
Consumers who are careful with their money and rarely make impulsive
purchases. Most likely to purchase tried and tested products and unlikely
to be swayed by latest trends.
18% of UK
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are Cautious
Planners
68% participate in 31% order food 47% reheat or 53% take health
physical exercise for home delivery prepare a ready supplements/
at least 1-2 times a at least 1-2 times a meal at least 1-2 vitamins at least 1-

20
Cautious Planner: Demographic profile
Consumers who are careful with their money and rarely make impulsive purchases. Most
likely to purchase tried and tested products and unlikely to be swayed by latest trends.
41% 31% USD49,886 34%

female, compared to live in large cities average income, 2% higher have higher education,
UK’s average
30-34y 30% 43% 6%

UK
21
Cautious Planner: Values and influences

Shopping motivation and preferred attributes: % of Cautious Planner Top environmental, political and social activities: % of Cautious Planner
I like to find bargains
I like to be distinct from others Recycle items

I find I am looking for ways to simplify
my life
I prefer living in the real world to Reduce plastics use
previously-owned items
and services I consume Reduce food waste
It is important to me that other
people think I am doing well
I prefer branded goods to non-
branded alternatives
I enjoy spending my money rather Repair broken
than save it items, rather than
replacing
I like to visit shopping malls
0% 20% 40% 60% 0% 10% 20% 30% 40% 50% 60% 70%
22
Cautious Planner: In-store and online shopping motivations

Top in-store shopping motivations: % of Cautious Planner Top online shopping motivations: % of Cautious Planner

To avoid paying for shipping
from anywhere
Immediate purchase Ease and availability of delivery
Convenient location / access Free shipping
No delivery-related hassles Variety of brands
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

23
Best ways to target the Cautious Planner

Cautious Planners have often decided what they are going to buy before making a purchase
and are unlikely to deviate from their shopping lists to make impulse purchases of non-
essential items. They are highly likely to conduct in-depth research online and in-store
before making purchases to ensure that they are fully aware of both features and value for
money offers -often taking the time to closely look at labels and additional reviews before
making their purchasing decision.
Cautious Planners are unlikely to be swayed by the latest trends or feel the need to keep up Best Ways to Target
with new product developments. Though they place importance on quality and well-trusted
brands, saving money is extremely important to these consumers and they are willing to • Easy-to-understand and clear labelling
deviate from their usual purchases if an alternative product is a better value for money. of price and features to facilitate
Cautious Planner not only plan their purchases in advance but are highly likely to be future- purchase decision-making during the
focused. They often seek ways to save money for better financial futures. research phase of the path to purchase
• Competitively-priced products
• Clearly outlined independent reviews
and testimonials
• Rewards or loyalty programmes and
discounts on regularly purchased
brands and products
• Convenient services to facilitate quick
purchases alongside a memorable and
unique shopping experience
24
Who is the Empowered Activist?
Consumers who prioritise authenticity and are often concerned with

global issues. Carefully consider their actions and behaviours to ensure
they are in line with their values.
14% of UK
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are
Empowered
Activists

25
Empowered Activist: Demographic profile
Consumers who prioritise authenticity and are often concerned with global issues.
Carefully consider their actions and behaviours to ensure they are in line with their
values.
51% 40% USD54,225 36%

UK’s average
35-39y 35% 47% 1%

UK
26
Empowered Activist: Values and influences

Shopping motivation and preferred attributes: % of Empowered Activist Top environmental, political and social activities: % of Empowered Activist

I find I am looking for ways to simplify Recycle items
my life
I want to engage with brands to Reduce food waste
influence product innovation
I give back to those in need
I want products and services that are
uniquely tailored to me Reduce plastics use
I only buy from companies and brands
I like to be distinct from others
I like to be actively engaged with
brands Vote in elections
0% 50% 100% 58% 60% 62% 64% 66% 68% 70% 72%
27
Empowered Activist: In-store and online shopping motivations

Top in-store shopping motivations: % of Empowered Activist Top online shopping motivations: % of Empowered Activist
Immediate purchase Variety of brands
Convenient location / access Ease and availability of delivery
To avoid paying for shipping Free shipping

No delivery-related hassles
from anywhere
0% 20% 40% 60% 0% 10% 20% 30% 40% 50%

28
Best ways to target the Empowered Activist

The Empowered Activist values their personal wellbeing as well as global issues, often
seeking products with green and sustainability features or claims, and often investing time
to research products that align with their values. Products and services should be clearly
labelled and competitively priced to grab their attention.
Though these consumers are driven by value for money and low prices, they also retain a
high brand and product loyalty. In addition, they usually stick to purchases that are tried
and tested and are often willing to pay more for products that they know will work.
Consumers with this profile are invested in experiences and are likely to spend their time Best Ways to Target
and money on activities that promote their own happiness. This might be through holidays
and cultural experiences as well as helping those in need through volunteering work, • Easy-to-understand and clear
charity support and joining protests. They are vocal in their values on global issues and labelling with emphasis on green,
often expect the companies and brands they purchase from to share these values. sustainability and eco-conscious
features
Empowered Activists have always prioritised global issues like politics, human rights and • Competitively-priced products
environmental concerns. However, their priorities have slightly shifted to more local issues • Rewards or loyalty programmes and
and personal wellbeing since COVID-19. discounts on regularly purchased
brands and products
• Aligning company and brand
engagement to global issues through
clear sustainability and welfare
strategies and charitable platforms
29
Who is the Undaunted Striver?
Trendy consumers willing to spend money in order to maintain their

status both online and offline. Highly prioritise experiences and leisure
activities as well as name-brand and luxury products.
9% of UK
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are
Undaunted
Strivers

30
Undaunted Striver: Demographic profile
Trendy consumers willing to spend money in order to maintain their status both online
and offline. Highly prioritise experiences and leisure activities as well as name-brand and
luxury products.
34% 47% USD71,649 32%

UK’s average
30-34y 60% 63% 4%

UK
31
Undaunted Striver: Values and influences

Shopping motivation and preferred attributes: % of Undaunted Striver Top environmental, political and social activities: % of Undaunted Striver

Participate in rallies
I like to be distinct from others and protests
I want to engage with brands to
influence product innovation
I prefer to spend my money on Make my
experiences, rather than things purchasing
I like to be actively engaged with decisions based on
brands brands/companies
I only buy from companies and brands social and…
Reduce plastics use
I am actively involved in political and
social issues
I give back to those in need Recycle items
You can tell a lot about a person from
the car they drive
82% 84% 86% 88% 90% 29% 30% 31% 32% 33% 34% 35% 36% 37%
32
Undaunted Striver: In-store and online shopping motivations

Top in-store shopping motivations: % of Undaunted Striver Top online shopping motivations: % of Undaunted Striver
Ability to access site on

Ability to use a loyalty rewards
different devices (computer,
app or program
smartphone, tablet, etc)
Innovative in-store shopping To avoid interacting with other

experience shoppers in physical stores
To avoid paying for shipping Variety of brands
Product information,
Immediate purchase comparison, and reviews at my
fingertips
Advice from in-store sales people Best price
0% 10% 20% 30% 40% 18% 20% 22% 24% 26%

33
Best ways to target the Undaunted Striver

Undaunted Strivers enjoy their lives and do not worry too much about planning for the
future. Instead, they are highly likely to prefer spending money rather than saving it and
regularly make impulsive purchases. They invest in and prioritise their status and image,
placing a great deal of importance on what others think as well as staying up-to-date with
the latest trends and styles.
Compared to the other Consumer Types, Undaunted Strivers are more carefree in their
spending habits. These consumers enjoy trying new products and experimenting with Best Ways to Target
different brands, as well as actively seeking premium and well-known items, even if they
need to pay more. • Tailored and personalised shopping
The image-conscious nature and continuous interest in changing trends can facilitate experiences coupled with high brand
companies in influencing this consumer type. Though they are highly likely to be influenced engagement
across all marketing channels, they have a growing interest in digital, social media and • Clear promotion of the latest trends,
celebrity endorsements. These platforms often showcase a lifestyle that Undaunted Strivers especially through social media
are looking to replicate. They are also likely to take into account personal tastes and platforms or celebrity endorsements
preferences, such as whom they follow on social media, making it more likely that • Availability of online and offline
campaigns will resonate. shopping platforms, creating a
seamless omnichannel shopping
This consumer type is also highly likely to prioritise both experiences and materialistic experience
possessions, often seeking tailored cultural and consumer-centric experiences. • Easy-to-understand and clear labelling
with emphasis on green, sustainability
and eco-conscious features
Demographic breakdown
DEMOGRAPHIC BREAKDOWN 35
35
Age and gender

Balanced Optimist Secure Traditionalist Cautious Planner
80% 70% 80%
70% 60%
60% 50% 60%
50%
40%
40% 40%
30%
30%
20% 20% 20%
10% 10%
0% 0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Empowered Activist Undaunted Striver

80% 80%
60% 60%
40% 40%
20% 20%
0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female
36
City size and parental status

Size of city Parents with children under 18 in household
n = 1,003; % of respondents n = 1,003
70%
Undaunted Striver 47% 9% 21% 23% 60%

60%
Empowered Activist 40% 12% 25% 23% 50%
40%
Cautious Planner 31% 21% 20% 27% 35%
30%
30%
Balanced Optimist 20% 15% 26% 38%

20%
15%
Secure Traditionalist 19% 12% 29% 40% 10% 6%
0% 20% 40% 60% 80% 100%

0%
Large city (500,000+ inhabitants)
City (100,000-500,000 inhabitants) Undaunted Empowered Cautious Balanced Secure
Suburb or large town (25,000-100,000 inhabitants) Striver Activist Planner Optimist Traditionalist
Small town or village (<25,000 inhabitants) Source: Euromonitor Voice of the Consumer: Lifestyles survey 2022
37
Education
Highest education level
Undaunted Striver 35% 32% 26% 5%
Empowered Activist 22% 36% 29% 12%
Balanced Optimist 13% 33% 34% 18%
Cautious Planner 11% 34% 31% 18% 2% 3%
Secure Traditionalist 6% 22% 34% 35%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate and post-graduate studies University graduate Vocational school graduate Secondary school graduate Primary school graduate Other

38
Employment (1)
Employment status
Paid work: full-time for at least 35
hours per week
Paid work: part-time for less than

35 hours per week
Self-employed
Flexible/contract work
Looking after the home
Completely retired from work
0% 10% 20% 30% 40% 50% 60% 70%
Undaunted Striver Empowered Activist Cautious Planner Balanced Optimist Secure Traditionalist

39
Employment (2)
Employment status
In full-time education
In part-time education
Intern
Voluntary unpaid worker
Not working temporarily
Not working semi-permanently or

permanently
Unemployed
0% 5% 10% 15% 20% 25%
Undaunted Striver Empowered Activist Cautious Planner Balanced Optimist Secure Traditionalist

40
Income
Income by consumer types
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
USD0 - USD20,001 - USD40,001 - USD60,001 - USD80,001 - USD100,001 - USD150,001+
USD20,000 USD40,000 USD60,000 USD80,000 USD100,000 USD150,000
Secure Traditionalist Balanced Optimist Cautious Planner Empowered Activist Undaunted Striver
Average annual household income by consumer types (USD)

Secure Traditionalist Balanced Optimist Cautious Planner Empowered Activist Undaunted Striver
36,937 48,580 49,886 54,225 71,649

Research overview
RESEARCH OVERVIEW 42
42
Voice of the Consumer: Lifestyles survey

Focus and Design Africa: Morocco, Nigeria, South Africa
The Voice of the Consumer: Lifestyles survey covers a variety of topics within Asia: China, Hong Kong, China, India, Indonesia,
consumer life, including Eating and Drinking, Healthy and Ethical Living, House Japan, Malaysia, Philippines, Singapore, South
and Home, Leisure and Recreation, Path to Purchase, Personal Traits and Korea, Taiwan, Thailand, Vietnam
Values, Shopping, Spending and Saving, as well as Technology.
Survey, design, execution and analysis were developed collaboratively across Australasia: Australia, New Zealand
Geographic Coverage
teams within Euromonitor International, in conjunction with external sample
partners. Eastern Europe: Poland
Fielding
Middle East: Egypt, Saudi Arabia, United Arab
A diverse set of online panellists in 39 countries were invited to participate Emirates
between January and February 2022.
Panellists were pre-screened to ensure that the sample matched each Latin America: Argentina, Brazil, Chile, Colombia,
country’s population according to nested quotas for age (from 15 to 74 years) Mexico, Peru
and gender.
North America: Canada, US
Data Cleaning
Only unique, complete responses to the Voice of the Consumer: Lifestyles Western Europe: Belgium, Denmark, France,
survey questionnaire were used in analysis. Data cleaning included removing Germany, Italy, Netherlands, Spain, Sweden,
duplicate IP addresses, illogical responses and responses with fast completion Turkey, UK
times.
43
Euromonitor International’s Consumer Types series
While many companies identify

market segments using demographics 2011 Consumer Types 2013 Consumer Types 2015 Shopper Types
alone, few would agree that
Four global Consumer 45 country-level 24 country-level
consumers are neatly defined by age,
gender or income. To overcome this
Types Consumer Types, Shopper Types,
issue, Euromonitor International goes grouped into seven grouped into five
beyond standard demographics and global-level categories global-level categories
has created an ongoing series of
distinct, personality and habit-driven 2016 Consumer Types 2017 Consumer Types 2019 Consumer Types
Consumer Types at both global and 100 country-level 100 country-level 200 country-level
country levels. Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into eight grouped into 10
global-level categories global-level categories global-level categories
2020 Consumer Types 2021 Consumer Types 2022 Consumer Types

200 country-level 204 country-level 194 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into 11 grouped into 10 grouped into eight
global-level categories global-level categories global-level categories
44
How do we create our Consumer Types?

After extensive work with the Voice of the Consumer: Lifestyles survey dataset, Euromonitor International identified a subset of
questions which encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 39 countries
surveyed.
Questions spanned the major themes of the Lifestyles survey and the behavioural and attitudinal personality questions formed the core
of the Consumer Type clusters. Demographic traits were not used in the analysis; any prevalence of consumers from a particular
demographic within one cluster is due to respondents’ other shared characteristics.
Questions with a high correlation to one another were then condensed so that only one version was included in the analysis, to prevent
over- and under-statement of results. Drawing on the key subset of questions, cluster models were fitted to the data.
CONSUMER TYPES IN THE UNITED KINGDOM
For Further Insight please contact
Lisa Holmes
Practice Head – Consumer Insights
Lisa.holmes@euromonitor.com
https://www.linkedin.com/in/lisaottumholmes/
https://twitter.com/EMI_LisaHolmes
Tailor these insights to your business

Passport Plus connects you directly to our experts. Through tailored presentations,
expert consultations, and workshops, we help you quickly develop expertise,
pressure test ideas, or inspire new thinking to help shape your future strategy.
Watch this video to learn more and then reach out to your Euromonitor contact to explore more
how you can engage with our teams on this topic.
Experience More
This research from Euromonitor International is part of a global strategic intelligence system that offers a complete picture of the commercial
environment. Also available from Euromonitor International:
Industry
Industry reports are updated annually and provide internationally comparable statistics on a wide range of consumer goods, services
and industrial markets.
Country
Internationally cross-comparable data covers more than 210 national markets, with continuous updates providing in-depth strategic
analysis of the competitive landscape and current market trends
Company
Strategic analysis of the world’s largest companies and their activities derived from a global country by country research program.
Economic
The world's most comprehensive market research and in-depth data and analysis on national economic performance and market sizes.
Consumer
The world's most comprehensive market research and in-depth data and analysis on consumer market behaviour.
Euromonitor International network and coverage
15 OFFICES
To find out more about Euromonitor
International's complete range of
business intelligence on industries,
countries and consumers, please visit
www.euromonitor.com or contact your
local Euromonitor International office:
Bangalore +91 80 4904 0500
Cape Town +27 21 524 3000
Chicago +1 (312) 922 1115
Dubai +971 4 372 4363
Dusseldorf +49 (0)211 890944 0
Hong Kong +852 3796 3604
London +44 (0)207 251 8024
Santiago +56 2 2 9157200
São Paulo +55 11 2970 2150
Seoul 82 (2) 6138 436
Shanghai +86 21 603 21088
Singapore +65 6429 0590
Sydney +61 2 9581 9200
Tokyo +81 3 3436 2100
100 COUNTRIES 210 COUNTRIES
Vilnius +370 5 243 1577
in-depth analysis on AND TERRITORIES
consumer goods and demographic, macro- and socio-economic
services industries data on consumer and economies

Consumer Types in The United Kingdom

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Types in The United Kingdom

Uploaded by

Copyright:

Available Formats

Consumer Types in the United kingdom

For usage requests and permission, please contact us

The data included in this report is accurate according to

provides analysis on key trends. consumers based on shared traits and

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s eight Disclaimer

This report is part of an ongoing series that covers the key

Consumer types can be a powerful tool to help companies better

Why segment consumers by type?

Breakdown of consumer types in the United Kingdom

338 253 176 142 94

Who is the Balanced Optimist?

Consumers seeking a balanced lifestyle focusing on enjoying the present and

Source: Euromonitor Voice of the Consumer: Lifestyles survey 2022

Balanced Optimist: Demographic profile

60% 20% USD48,580 33%

45-49y 15% 30% 1%

Balanced Optimist: Values and influences

I prefer living in the real world to

I find I am looking for ways to simplify

Balanced Optimist: In-store and online shopping motivations

Ability to order at any time,

Immediate purchase Free shipping

Convenient location / access Best price

To avoid paying for shipping Ease and availability of delivery

No delivery-related hassles Variety of brands

0% 20% 40% 60% 80% 0% 20% 40% 60%

Best ways to target the Balanced Optimist

Who is the Secure Traditionalist?

3% like to be 48% use 38% try to have a 4% are actively

Source: Euromonitor Voice of the Consumer: Lifestyles survey 2022

Secure Traditionalist: Demographic profile

48% 19% USD36,937 22%

Secure Traditionalist: Values and influences

I prefer living in the real world to

I am willing to buy second-hand or

Secure Traditionalist: In-store and online shopping motivations

See or try before buying Best price

Ability to order at any time,

Convenient location / access Free shipping

To avoid paying for shipping Ease and availability of delivery

Ability to buy products /

0% 20% 40% 60% 0% 10% 20% 30% 40% 50%

Best ways to target the Secure Traditionalist

Who is the Cautious Planner?

Source: Euromonitor Voice of the Consumer: Lifestyles survey 2022

Cautious Planner: Demographic profile

41% 31% USD49,886 34%

30-34y 30% 43% 6%

Cautious Planner: Values and influences

I like to find bargains

I like to be distinct from others Recycle items

I like to try new products and services

Cautious Planner: In-store and online shopping motivations

See or try before buying Best price

Ability to order at any time,

Immediate purchase Ease and availability of delivery

Convenient location / access Free shipping

No delivery-related hassles Variety of brands

0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

Best ways to target the Cautious Planner

Who is the Empowered Activist?

Consumers who prioritise authenticity and are often concerned with