Supermarket Shoppers: The Cost of Living Effect
MDS have utilised StrappedUK to understand the profiles shoppers at the UK’s biggest supermarkets. Those living within a mile of each supermarket has been used as a proxy for individuals shopping at each supermarket. Therefore, there will be overlaps whereby one individual may well belong in the Sainsburys, Tescos and Aldi group if they live within a mile of all of them. The proxy is a good one since people tend to shop at supermarkets that are close by.