Societal Status in Selecting a Supermarket

Are you what you eat? Or are you where you buy the things you eat?

If you buy your eating items at Tesco you are definitely a woman and a mother, let’s say aged 35-50. A woman and a mother who has time to make a complex dinner and a dessert, as well as making home-made Halloween decorations. You have children who will appreciate Halloween treats that come out of the oven and not a candy wrapper. Children who might not appreciate being made to practice maths while helping you make these treats. You probably know how to throw together a dinner out of random refrigerator items left over from a previous week’s meals because saving money and not wasting food is important to you and your family.

If you buy your eating items at Waitrose you are likely a woman aged 30-40. When you throw a dinner party you want to be able to tell your friends the rocket is from a farm in Suffolk and the beer is from a small brewery in Yorkshire. And during the week you’re not opposed to eating some pre-prepared food, as long as it is marginally healthy. You have a disposable income to spend on a lovely, understated reusable shopping bag designed by a famous person’s sibling so you can say it was for charity. And you probably don’t have children who could ruin this or any other designer items in your flat. Though you might be visiting your mom to if she’s still got that macramé plant holder you were so ashamed of growing up because plants are totally making a comeback.

On the surface Tesco and Waitrose seem to be regular grocery stores but looking into their self-produced magazines gives a very different vibe as to the type of customer they want buying their wares. Are you a Tesco family? Or are you a Waitrose hipster?

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