What type of MATCH consumer are you?

You are a...Comfortable Sceptic

All about you

You demand quality eats at good prices, preferably somewhere local. The familiarity of a nice cup of coffee is just what the doctor ordered-especially when you’re on the go & picking up your weekly shopping. When going out for a meal you tend to stick to your favourite places & visiting somewhere new is usually based on recommendations from trusted friends. You have a lifestyle that allows you to take the time to enjoy the things you love – namely good food & even better company!

Typical demographics

Age

43% are 65+ years old

Gender

53% Male, 47% Female

Affluence

Low: less than £30,000

Employment

44% are retired

Parents

17% are parents

of population

0 %

Out-of-home behaviour

5%

Proportion of all drink-led visits this group makes up

6%

Proportion of all food-led visits this group makes up

31%

Eat out weekly

16%

Drink out weekly

£55.85

Average monthly spend
Comfortable Sceptics spent 35% less than GB monthly average

Top 5 drinks consumed

1. Coffee

2. Wine

3. Soft drinks

4. Tea

5. Lager

Adoption of trends

Repertoire

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 62%

I like to keep up to date with the latest trends and fashions.

Trends & fashion 7%

I check social media frequently throughout the day.

Social media 32%

Social media has increased my awareness of eating and drinking out brands.

17%

I lead a busy lifestyle and rarely have a large amount of free time.

15%

I actively seek out information on new places to eat and drink out through all available sources.

15%

I tend to stick to places that I know well when eating and drinking out.

Familiarity 55%

I take a keen interest in food and drink and consider myself knowledgeable on the subject.

Food expertise 43%

I consider myself a 'foodie'.

Foodie 26%

I am interested in deals and offers.

10%

I enjoy visiting new eating and drinking out brands whilst they are still small chains but are starting to become recognised

25%

I am typically one of the first to visit new eating and drinking places.

Key drivers

What drives Comfortable Sceptics to venues for food?

1. Location

2. Convenience

3. Value for money

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What drives Comfortable Sceptics to venues for drinks?