All about
It’s all in the name! You’re a tastemaker, an influencer and someone who knows where to find the trendiest places to eat. You love to share your gourmet finds with your audience and will likely be the first to post a great insta-worthy pic of a fantastic dish at the newest restaurant! You have a busy lifestyle so you prioritise great food and company over being stuck in a kitchen cooking for yourself. Because you eat out so often, healthy options are a must, but you tend to look for places with a great cocktail menu along with a range of refreshing craft beers.
Typical demographics
Age
29% are 25-34 years old
Gender
53% Male, 47% Female
Affluence
High: £50,001-£100,000+
Employment
74% are white collar
Parents
55% are parents
Out-of-home behaviour
18%
Proportion of all drink-led visits that are made by this group
16%
Proportion of all food-led visits that are made by this group
82%
Eat out weekly
65%
Drink out weekly
£204.09
Average monthly spend
Trending Tastemakers spent 137% more than GB monthly avg.
Top 5 drinks consumed
1. Wine
2. Coffee
3. Gin
4. Soft drinks
5. Cocktails
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 Trending Tastemakers to venues for food?
What drives Trending Tastemakers 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.