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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

0 %
of population

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

I proactively try to lead a healthy lifestyle.
Health 62%
I like to keep up to date with the latest trends and fashions.
Trends & fashion 7%
I check social media frequently throughout the day.
Social media 32%
Social media has increased my awareness of eating and drinking out brands.
17%
I lead a busy lifestyle and rarely have a large amount of free time.
15%
I actively seek out information on new places to eat and drink out through all available sources.
15%
I tend to stick to places that I know well when eating and drinking out.
Familiarity 55%
I take a keen interest in food and drink and consider myself knowledgeable on the subject.
Food expertise 43%
I consider myself a 'foodie'.
Foodie 26%
I am interested in deals and offers.
10%
I enjoy visiting new eating and drinking out brands whilst they are still small chains but are starting to become recognised
25%
I am typically one of the first to visit new eating and drinking places.
6%

Key drivers

What drives Comfortable Sceptics to venues for food?

1. Location
2. Convenience
3. Value for money
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What drives Comfortable Sceptics to venues for drinks?

1. Location
2. Value for money
3. My previous visits have been consistently good
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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.

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