All about
You demand quality eats at good prices, preferably somewhere local. The familiarity of a nice cup of coffee is just what the doctor ordered – especially when you’re on the go and picking up your weekly shopping. When going out for a meal you tend to stick to your favourite places and visiting somewhere new is usually based on recommendations from trusted friends. You have a lifestyle that allows you to take the time to enjoy the things you love – namely good food and even better company!
Typical demographics
Age
43% are 65+ years old
Gender
53% Male, 47% Female
Affluence
Low: less than £30,000
Employment
44% are retired
Parents
17% are parents
Out-of-home behaviour
5%
Proportion of all drink-led visits this group makes up
6%
Proportion of all food-led visits this group makes up
31%
Eat out weekly
16%
Drink out weekly
£55.85
Average monthly spend
Comfortable Sceptics spent 35% less than GB monthly average
Top 5 drinks consumed
1. Coffee
2. Wine
3. Soft drinks
4. Tea
5. Lager
Adoption of trends
Repertoire
Repertoire shows the number of drinks categories or brands that this segment typically switches between.
Attitudes & behaviours
Key drivers
What drives Comfortable Sceptics to venues for food?
What drives Comfortable Sceptics to venues for drinks?
All the consumer groups
Business Class-Seekers
Big spenders on food and drink whether on business or with the family. They think nothing of dining out, and trips always include a meal somewhere.
Trending Tastemakers
Busy, but always make time for eating and drinking out. They're first to visit the latest trendy place and tell you about it on social media.
Mainstream Minded
Social media users to whom going out means drinking in the most popular places. However they tend to save it for the weekend with a more health-focused mindset during the week.
Sparkling Socialisers
Like to wine and dine out with friends in upmarket casual dining restaurants when the opportunity arises. Great service and good quality food and drink are incredibly important, which is why they generally opt to eat out in places that are tried and trusted or places that come highly recommended.
Family Pit Stoppers
They've normally got the kids with them, so look out for a quality, quick bite while they're out and about.
Confident Conformists
Fairly comfortably off, they follow trends and regularly eat and drink out, often in pub restaurants with a glass of wine.
Comfortable Sceptics
Likely retired with time on their hands, they regularly seek out coffee shops during shopping or other trips, choosing familiar places as they can be wary of trying something new.
Carefree Dolce Vitas
Empty-nesters, discerning and health-conscious, they frequently enjoy meals out with family and friends, invariably with a glass of wine.
Steadfast Sippers
They've got their favourite places, rarely push the boat out, and prefer to stay close to home.
Cost Conscious Champions
Unfussy, but wary of trying somewhere new, they always look carefully at the price. However they will be strong advocates for places they do enjoy.