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All about

You occasionally go out for a meal or a drink, but when it comes to how you spend your cash, you can think of better ways. You love what you know and tend to stick to dining and drinking out in the places where you know you can get a good offer. Convenience is important as well as good prices, and you love the feeling that you are getting great value for money! 

Typical demographics


32% are 65+ years old


56% Male, 44% Female


Low: less than £30,000


36% are retired


24% are parents

0 %
of population

Out-of-home behaviour


Proportion of all drink-led visits that are made by this group


Proportion of all food-led visits that are made by this groupP


Eat out weekly


Drink out weekly


Average monthly spend
Cost-Conscious Champions spent 45% less than GB monthly avg.

Top 5 drinks consumed

1. Soft drinks

2. Coffee

3. Lager

4. Wine

4. Tea

Adoption of trends


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 44%
I like to keep up to date with the latest trends and fashions.
Trends & fashion 8%
I check social media frequently throughout the day.
Social media 38%
Social media has increased my awareness of eating and drinking out brands.
I lead a busy lifestyle and rarely have a large amount of free time.
Lifestyle 6%
I actively seek out information on new places to eat and drink out through all available sources.
I tend to stick to places that I know well when eating and drinking out.
Familiarity 64%
I take a keen interest in food and drink and consider myself knowledgeable on the subject.
Food expertise 34%
I consider myself a 'foodie'.
Foodie 21%
I am interested in deals and offers.
I enjoy visiting new eating and drinking out brands whilst they are still small chains but are starting to become recognised
I am typically one of the first to visit new eating and drinking places.
Trendsetter 3%

Key drivers

What drives Cost Conscious Champions to venues for food?

1. Location
2. Convenience
3. Value for money

What drives Cost Conscious Champions to venues for drinks?

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

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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