Household segments

The nature of the household has diversified in the past 20 years with gradual changes in family structures, the values of the younger generations, deteriorating housing affordability, and more flexible careers and working practices. 

Freshlogic’s analyses trends on the basis of a demographic structure, including five major household segments that capture the diversity of incomes and household structures. Each segment contains a similar number of households, but differs in its relative affluence and family size that affects each segment’s overall share of food spend. Therefore, each segment possesses a different level of affordability and attitude towards, as well as the frequency of, dining out. 

This segmentation has been developed from the Mealpulse™ consumer food panel in order to enable the extension of panel results to the national population. 

The variations range from Empty Nesters who are spending 19-25% of their food dollar on food eaten away from home to the Singles & Couples with higher income who are spending 41-44% on food eaten away from home.

 Mealpulse Panel Household Segments and their shopping behaviours

Singles & Couples with low income

Singles & Couples with low income



 
  • Does not plan much shopping.
  • Shops on convenience and price.
  • Chooses greengrocer if price is okay.
  • Is constrained by budget. 
  • Often has a busy, active lifestyle.
  • Health considerations have some impact on food purchases. 
  • 65-71% of total food $ spent on food at home.

Singles & Couples with high income

Singles & Couples with high income
  • Do not plan shopping.
  • Like farmers’ markets and ethical foods.
  • Use greengrocer when has time.
  • Driven by lifestyle demands on time and is a frequent top up shopper.
  • Health influences diet, but taste remains important.
  • Will buy convenience ready meals. 
  • 56-59% of total food $ spent on food at home, the lowest of all household segments.

Budgeting families

 Budgeting families
  • Plan some shopping to manage budget.
  • Visit top up shops 2-3 times a week.
  • Like greengrocer.
  • Often have an active lifestyle. 
  • Conscious of the food budget.
  • Some health factors influence diet.
  •  77-79% of total food $ spent on food at home.

Established families

Established families
  • Plan some shopping but mostly visits top up shops.
  • Understand and seek ethical foods.
  • Patronise 1-2 supermarkets.
  • Like markets and greengrocers.
  • Will buy for taste.
  • 72-79% of total food $ spent on food at home.

Empty nesters

Empty nesters
  • Plan shopping.
  • Seek out and buys specials.
  • Patronise 2-3 supermarkets.
  • Use greengrocer on the basis of value.
  • Often sensitive to food prices and budgets.
  • Are influenced by health considerations and ethical foods. 
  • Will buy for convenience. 
  • 75-81% of total food $ spent on food at home, the highest of all household segments.